A Comparison of Dining Preference between Resident and Non-Resident Groups

Abstract

This study examined the dining preferences of resident and non-resident groups when selecting a full-service restaurant in South Miami. More specifically, the research objectives were to: (1) examine differences in restaurant dining preferences between resident and non-resident groups using independent samples t-test; and (2) segment resident and non-resident groups on the basis of dining preferences using Classification and Regression Tree analysis. Since Classification and Regression Tree analysis allows the researcher to efficiently locate the targeting group, it is an excellent tool in segmenting resident and non-resident groups. Independent samples t-test results indicated statistically significant differences in two dining preferences between resident and non-resident groups: enough parking spaces and friendly and courteous service. Furthermore, Classification and Regression Tree analysis showed that five factors (enough parking spaces, friendly and courteous service, easy-to-understand menu, prompt service, and convenient location) were most likely to segment resident and non-resident groups when making restaurant choices. Study results will help restaurateurs in formulating differentiated marketing strategies aimed at resident and non-resident groups.