Cultural Awareness of the Consumers at a Chinese Restaurant

Abstract

Abstract Food consumption habits and patterns are components of culture that make an important contribution to the food decisions consumers make and thus compromise an important area for the studies of consumer behavior. Eating out and eating a variety of the combination of American and ethnic foods has become a new trend in the United States and thus makes it a popular culture phenomenon. Restaurants are suggested as one of the best places to study consumer behavior. It is in restaurants that consumers are not only consuming tangible goods (food and drink), but they are also consuming the intangible service. This study presents an exploratory descriptive examination of the cultural awareness of the consumers in a Chinese buffet restaurant using an anthropological approach.