DISSERTATION REPORT

On

Impact of social media on customer purchase decision in Restaurant industry

By

SHASHVAT RISHI

A0101916399

MBA Class of 2018

Under the Supervision of

Mrs. Pooja Sehgal

Assistant Professor

Amity Business School

In Partial Fulfilment of the Requirements for the Degree of

Master of Business Administration

At

AMITY BUSINESS SCHOOL

AMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, IND

 DECLARATION

Title of Research Paper: “Impact of social media on customer purchase decision in

Restaurant industry’’

I declare

(a) That the work presented for assessment in DISSERTATION is my own, that it has not
previously been presented for another assessment and that my debts (for words, data, arguments
and ideas) have been appropriately acknowledged.

(b) That the work conforms to the guidelines for presentation and style set out in the relevant
documentation.

(c) The Plagiarism in the paper is ___%

Date: ……………

Shashvat rishi
A0101916399

MBA – GEN (Class of 2018)

 CERTIFICATE

This is to certify that Shashvat rishi student of Masters of Business Administration –

General at Amity Business School, Amity University Uttar Pradesh has completed the
Dissertation on “Impact of social media on customer purchase decision in Restaurant
industry”, under my guidance.

The research paper has been checked for Plagiarism and is within limits of acceptance.

Mrs. Pooja Sehgal

Assistant Professor

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 ACKNOWLEDGEMENT

This research work has been a great learning experience for me and I would like to express my
gratitude towards all the people who guided me throughout as without their guidance and
support , this project would not have been successful.
Special and sincere thanks to my mentor Mrs Pooja Sehgal Tabeck , Mr Sanjeev bansal
Director- Amity business school, Noida, Amity University, Uttar Pradesh , for their continuous
guidance and immense support as well as invaluable encouragement.
Introduction
In recent years, on-line reviews became to offered for several classes of product, together with hotels,
and restaurants, that connects potential customers with several different customers. on-line review
websites give a short summary of every restaurant’s name, address, and also the overall opinion of its
food and quality. As a result of this, potential customers are notified through on-line reviews of the
strengths and weaknesses of a restaurant. Once these potential customers choose a restaurant, on-line
reviews are counted as expert opinions. In addition, on-line reviews are often times utilized by
customers as they are unknown with a restaurant, and these reviews embrace each exceptional and poor
consumers’ experiences. Particularly, on-line reviews provide a vast knowledge that features consumer
feedback, consumer overall rating, the food each served by the restaurant and tried by customers, and
locations that the reviewed party will ask improve the buyer expertise. Thus, on-line reviews these days
have the facility to attach the potential consumer directly with a restaurant even before he/she walks
through the doors of a restaurant. Moreover, the recognition of on-line review websites’ (e.g., Yelp.com,
TripAdvisor, and Angie’s List) have magnified in recent years, and so a lot of reviews are created for a
range of product and services.

The twenty first century has witnessed the numerous influence of social media on customers behaviour
that's touching awareness of product, purchase behaviour, opinions, and analysis of product. Social
media has provided the foremost effective means that of communication for organizations to attach with
consumers on a worldwide scale. With social media rising several corporations have detected the
potential of social media, and that they have modified their promoting ways to require advantage of
those new opportunities. Consequently, social media permits consumers to share their experiences
through electronic word to make a reliable source for different consumers. basically, this new variety
of net communication offers the sharing of data between service suppliers and consumers via the web.
on-line customers reviews within the restaurant choice method, and this has helped consumers clarify
data with trust and credibleness as critical data provided by the business, which could be viewed with
hesitation and potential disbelief. Therefore, most consumers usually talk over with their attention on
on-line reviews before getting.

Our current society reached the fundamental quantity referred to as New Media age wherever
individuals are probably touched by trendy technology data sharing. The Web 2.0 tools alias Social
Media play a really necessary role for current digital age. several users are ready to share their content
on-line and exchange totally different data with general public. The user-generated content (UGC)
permits gathering of this data not by directors of the online pages however even by the common site´s
users. The creation of divergent on-line communities links along individuals with similar preferences
and interests that the spread of the electronic word-of- mouth information reaches the convenient
recipient. It was time once individuals customer share the important expertise with the nearest friends,
currently the information is shared with everybody interested. those that are concerned within the
community typically additional extensively concerning their personal expertise with the merchandise
or services. Moreover, the influence of customers behaviour is followed. the online information boom
doesn’t effect only the end users, the companies haven’t been left so much behind. The advancements
of Social Media have submerged out social commerce into e-business as several firms believe that social
commerce is rising their business price and they need to remain within the competitive atmosphere. to
extend its fight, the relations with customers should be evolved. ancient selling and therefore the e-
customer relationship management (later described as e-CRM) is usually extended by social media
platforms to business performance by enhancing B2C communication. As e-CRM tries to enhance the
link between company and public, the social media play the foremost necessary role as connecting and
communicative channel.
Importance of Social Media
Social media marketing is a method of using social media channels with an objective of widening the
customers base. It offers great benefits when it comes to advertise the restaurants.. Social media
promotes totally different types of communication, marketing, recreation and networking. This new set
of collaboration tools permits many varieties of interactions that were before not offered to commoner.
Social media provides many advantages to the restaurant trade. These are often listed as below:
1. Improved brand awareness: Social Media plays a significant role in differentiating brands and
providing customers merchandise. consumer involvement and delivery of merchandise and
services considerably impacts the name and trust.
2. Increased customer base: The potential customer has a chance to get information regarding any
restaurant before visiting it in through social media platforms like Facebook pages, blogs, etc.
electronic messaging and invites on these platforms attracts a lot of consumers.
3. Increase in sales: Sales increase as a result of improved whole awareness and increase traffic due
to word of mouth marketing, discounts, specials or events offered on social media channels.
4. Repeat business: Social media provides a complete image to the restaurant and tempts customers
to return back once more when obtaining an honest expertise. Besides this establishing positive
relation with customers results into repeat sales.
5. Low cost and high return: Social networking, blogging and different styles of social media square
measure low value of selling. With the proper levelling of effective policy of electronic
communication and promotions, the returns with the social media will be excessive.
6. Notifications of events and promotions: Notifications of hosting any event or launching a brand
new menu item on social media by restaurants helps to make sure an honest turn-out because it
will attract many people with a little effort.
7. Improved customer interaction: Social media tools supply customers insight moreover as
customers interaction. Social media helps to interact guests in spoken communication regarding
the restaurant, the expertise and their feedback for improvement. participating with customers
create them feel vital and successively increase their loyalty.
8. Monitoring online reputation: Social media permits organizations to place service representatives
monitor social sites frequented by customers base and offers them a chance to be able to establish
and resolve customers problems, if any. Social media inculcates many types of discussion
platforms which permit us the flexibility to understand each smart and unhealthy reviews of
consumers, managing these effectively facilitate to create the name.
9. Viral Marketing: Social Media amplifies word of mouth and has a direct impact on customers
growth and also the spreading of positive/negative feedback regarding the service of the eating
place among the audience. primary reviews square measure taken terribly seriously by customers.
Positive image are often designed by happy customers.
10. Complementary to other campaigns: Social media will run hand-in-hand with ancient selling ways,
and even facilitate promote those campaigns.
Many sites considered to be “social media” are sites that simply enable users to make connections and
interact with one another. With the use of word of mouth marketing, social media is able to spread
information virally to many users in a matter of seconds. Originally, sites such as Facebook, Twitter,
YouTube, and LinkedIn originated from users desire to make social connections. On all of these

networks users are able to share and transmit information with other users. These networks are
consistently developed and improved to make the sites more effective and usable. At the same time
firms are trying to determine how to use social media to drive more revenue and if the firm should be
using these sites
Use of Social Media by Restaurant Industry
With no surprise, the restaurants use social media sites to form higher relationship with customers. like
several different business, it's necessary to make good bond between company and public and today’s
trend needs the social media promoting. Of course, it's not solely concerning being on-line by making
few social media accounts, however to synchronize multiple on-line stages along and operate across
those platforms whereas exploitation e-CRM. (Gourmet promoting, 2015) finally, Social Media have
become terribly effective tools however firms produce new on-line business and gain competitive
advantage to its competitors. The provide of the product and services through on-line sources is turning
into cheap means the way to attract potential customers. Also it keeps the previous ones with new
approaches that straighten the position on the market. Social media produce a platform that usually
promotes some engaging on-line deals for potential consumers and makes the connection with the
particular consumers. Social media gives consumers the power to seek information about the various
product and services, criticize them in equal manner and much more. Thus, majority of companies today
have incorporated social media in their strategies and operations to connect with prospective consumers.
consumers are increasingly moving away from traditional advertising media and actively seeking out
social media platforms to search information related to different restaurants because they regard it
reliable and convenient which helps them in better decision-making, and results in less wastage of time.
Social media marketing is the process of using social media channels to communicate others with an
objective of widening the customer base. It offers great benefits when it comes to advertise the
restaurants. Social media encompasses different forms of communication, marketing, entertainment and
networking.
Online visibility through social media marketing is gradually becoming a secret weapon of restaurant
owners in having a strong customer base. Consumer buying behaviour is changing very speedily &
marketers have to change their strategies according to the scenario. Therefore now the restaurant
marketers have to focus on their promotional strategies. They have to change it according to the
preferences and behavioural pattern of new digitally active consumer base.
The social media play a very important role for the customers as the user-generated content has a huge
influence on their decision-making process. The restaurants that try to set the proper emarketing strategy
need to create the e-customer relation management that interconnect people on social media platforms.
The online information boom doesn’t affect only the end users, the businesses haven’t been left far
behind. The advancements of Social Media have drowned out social commerce into e-business as many
companies believe that social commerce is improving their business value plus they wish to stay in the
competitive environment. To increase its competitiveness, the relations with customers must be
evolved. (Lee, 2014)
With no surprise, the restaurants also use social media sites to create better relationship with customers.
Like any other business, it is necessary to build strong bond between company and public and today’s
trend requires resolutely the social media marketing. Of course, it is not only about being online by
creating few social media accounts, but to synchronize multiple online stages together and operate
across those platforms while using e-CRM. (Gourmet marketing, 2015)
After all, Social Media are becoming very effective tools how companies create new online business
and gain competitive advantage to its competitors. The offer of the products and services through online
sources is becoming inexpensive way how to attract potential customers. Also it keeps the old ones with
new approaches that straighten the position on the market. Social media create a platform that often
promotes some attractive online deals for potential consumers and also prolong the relationship with
the actual consumers. (Grenier, Fair and Schumaker, 2014)
Social media has provided the most effective means of communication for organizations to connect
with consumers on a worldwide scale. With social media rising rapidly within general demographics,
many companies have noticed the potential of social media, and they have changed their marketing
strategies to take advantage of these new opportunities. Consequently, social media enables consumers
to share their purchasing experiences through electronic word of mouth (eWOM) to create a reliable
source for other consumers (Tran, 2015). Essentially, this new form of web communication (eWOM)
offers the sharing of information between service providers and consumers via the Internet (Pantelidis,
2010).
Online restaurant review websites include a brief overview of each restaurant’s name, address, and the
overall opinion of its food and service quality by the reviewer (Zhang et al., 2010). As a result of this,
potential consumers are notified through online restaurant reviews of possible strengths and weaknesses
of a restaurant. When these potential consumers select a restaurant, online reviews are counted as expert
opinions (Parikh, 2013). Additionally, online reviews are frequently used by restaurant consumers as
an additional source when they are unfamiliar with a restaurant, and these reviews include both
exceptional and poor consumers’ experiences (Parikh, Behnke, Vorvoreanu, Almanza & Nelson, 2014).
In particular, online restaurant reviews offer a massive amount of data that includes consumer feedback,
consumer overall rating, the food both served by the restaurant and tried by consumers, and locations
that the reviewed party can refer to improve the consumer experience (Jurafsky, Chahuneasu,
Routledge, & Smith, 2014). Thus, online reviews today have the power to connect the potential
consumer directly with a restaurant even before he/she walks through the doors of a restaurant (Yang
et al., 2017). Moreover, the popularity of online review websites’ (e.g., Yelp.com, TripAdvisor, and
Angie’s List) have increased in recent years, and thus more reviews have been created for a variety of
products and services.
Many sites considered to be “social media” are sites that simply enable users to make connections and
interact with one another. With the use of word of mouth marketing, social media is able to spread
information virally to many users in a matter of seconds. Originally, sites such as Facebook, Twitter,
YouTube, and LinkedIn originated from users desire to make social connections. On all of these
networks users are able to share and transmit information with other users. These networks are
consistently developed and improved to make the sites more effective and usable. At the same time
firms are trying to determine how to use social media to drive more revenue and if the firm should be
using these sites.
Since social media marketing is free, it has been a widely accepted and effective way to reach consumers
at a low cost. However, these sites have also been able to maintain relationships through communication
within the domain of these sites. Some uses include marketers being able to advertise specials in the
business, creating direct personalized connections with the company and the consumer, and maintaining
interest through updates. The conversations created through social media are important to customers
because it allows users to communicate with each other in a more trusted medium of talking to people
just like them. Users are able to share videos, products, services, and books in order to represent
themselves and their beliefs. For the service industry, many companies today are facing the struggle of
whether to jump on the social media bandwagon and start using it as a primary marketing tool. Word
of mouth marketing is free advertising for the company by its loyal customers. The fact that anybody
can use this type of marketing for free gives reason itself for consumers to start taking advantage of
social media sites, which are formed around this capability.
Marketing strategy on social network have dramatically developed in nowaday to advertise to right
target groups. This study is aimed to identify the impact on social media marketing in related to
customer choices regarding to fine dining restaurants case study. Fine dining restaurants have been
developed new gastronomic. It is a concept in which food consumption it is not unique purpose of
nutrition and acquires multiple meanings. Nowadays consumer does not seek only feed body but they
look for experiences. However, choice decision-making is influenced by promotion, advertising and
Word Of Mouth (WOM). Especially, the numerous online resources towards providing product
reviews, which is one of the key that affect customers purchase decisions.
Restaurant is a famous segment that consumers often find out fine dining restaurants for special
occasions and they always look for information from other customers shared their experience via social
media. The comments behave rationally. In the same way choices are deliberate and consistent if they
can maximize utility from their alternative (Skouras et el., 2005). Shafir et al. (1993) suggested that a
consumer chooses choice based on various reasons that are answered demand. To understanding social
media marketing relates consumer choice has led to a diversity of theoretical approaches. This study
believes that the social media marketing on fine dining choice decision is suitable to explore and analyse
how social media marketing affects to fine dining choice decision.

Increasing focus on global development and the expansive use of technology in marketing, advertising
and promotion have led to shifts in the way in which companies focus on consumers (Quelch & Jocz,
2008). Researchers have recognized that technology has become a major component in expanding
markets and have defined entire marketing strategies around global access to technology. At the same
time, advertising and promotion often focus on the psychological, emotional, and social factors
influencing consumer behaviours, elements that must be incorporated into technology-based marketing
(Quelch & Jocz, 2008). As a result, even in the presence of global expansion and new technologies,
companies need to look at the four essential “Ps” of marketing: product, price, place, and promotion
(Quelch & Jocz, 2008).

Rust, Moorman and Bhalla (2010) maintain that while many companies have access to a variety of types
of technologies that could enhance consumer interest, expand brand recognition and improve overall
marketing, many underuse technologies as a foundation for interacting with customers. These
researchers, though, seem to suggest that expanded use of information technologies and social media are
going to be the trends in the future (Rust, Moorman, & Bhalla, 2010). Rather than focusing on short-
term advertising through technology, adept companies are integrating social media mechanisms to
enhance the relationship with consumers. Companies frequently focus on three of the most widely used
social media platforms for use in product marketing and branding: Facebook, YouTube and Twitter
(Muntinga, Moorman, & Smit, 2011; Shi, Rui, & Whinston, 2014). More than any time in the past,
companies are recognizing the value of the use of methods to engage consumers in a way that continually
reintroduces the product, increases the appeal of products, or identifies social components to product
experiences. Social media websites have become the centre of information distribution on products,
including the introduction of new product lines, the creation of brand awareness, and methods to shape
consumer behaviour (Muntinga, Moorman & Smit, 2011). Social media provides the unique opportunity
to use word-of-mouth marketing to a widespread audience, supporting consumer-to-consumer
communications and advancing brand awareness through a large-scale social network (Kozinets, de
Valck, Wojnicki, & Wilner, 2010).

Unlike print or television advertising, social media is not an advertising platform in and of itself, and as
a result, companies can be challenged with determining how consumer information and engagement
impact the branding process. Positive comments in social media venues can have a positive impact, but
negative comments can also be a part of the brand dialogue and may not be able to be controlled by the
companies using social media for marketing (Ho-Dac, Carson, & Moore, 2013; Kohli, Suri, & Kapoor,
2014). At the same time, consumers participate in the discussion and exchanges that influence the
branding process, all the while paying very little attention to their participation in the branding or
marketing process (Kohli, Suri, & Kapoor, 2014).
Of the three social media platforms identified as commonly used by companies to support marketing and
branding (i.e. Twitter, YouTube and Facebook), Facebook is considered by some to be the “holy grail of
marketers” because of its focus on the integration of advertising into participants social content. In the
Facebook format, advertisers present their information about specific brands and products, Facebook
users provide comments or “Like” content (showing approval of specific content), and this then drives
additional similar content (Nelson-Field, Riebe, & Sharp, 2012; Shen & Bissell, 2013). The more
consumers engage in behaviours around product advertising or comment on Facebook about specific
products, the more content they will be provided that has similar products or brands (Shen & Bissell,
2013). Social media, then, has a significant impact on how marketers design their strategic approach,
how they deliver brand information, and how they scale advertising to enhance consumer engagement.

Social networking sites like Facebook have provided a new way of introducing brand-related content
and creating exchanges with consumers by generating consumer interactions (Shen & Bissell, 2013).
The value of this approach is based on the shift in the way in which the Internet is being used, and social
venues are progressing. Just a decade ago, the number one online activity was pornography, but just a
decade later, this has shifted to social networking (Shen & Bissell, 2013). As a result, about 93% of
businesses use some form of social networking for marketing and branding (Shen & Bissell, 2013). In
their 2013 study, Shen and Bissell maintained that in any given year, there are more than 200 million
active online users in the United States who spend more than 29 hours spent on online browsing, product
assessment and networking. Of this large amount of social networking use, Facebook is the leader, with
the most time spent on this social network leader (over 7 hours per person per week) (Shen & Bissell,
2013).

Brand loyalty becomes an increasing focus when companies consider the use of social media. Facebook,
for example, has more than 955 million active users, most of whom log on at least once each month
(Laroche, Habibi, & Richard, 2013). About half of Facebook users access their accounts on a daily basis,
either via the internet-based platform or through their mobile application (Laroche, Habibi, & Richard,
2013). As a result of this widespread use, advertisers view Facebook and other social media platforms
as the most beneficial technology to introduce brand-related content and promote band associations.

While companies see Facebook as a means to promote brand awareness and gain consumer attention,
not all of the responses to advertising in social media are positive. While brand-related content is being
introduced at an increasing rate in the Facebook platform, social media-based advertising is sometimes
viewed as an unwanted element, and companies have to be aware of how consumer responses to their
advertisements can impact the value of that brand-related content (Laroche, Habibi, & Richard, 2013).
Researchers have maintained that it is important that companies recognize that the process of introducing
advertising and brand-related content in social media requires a close scrutiny of the content and a focus
on brand-based community building (Laroche, Habibi, & Richard, 2013).

Brand communities often form based on the presence of brand loyalty and positive response to brand-
centric content. When creating a social media presence for a brand, the development of this kind of
community requires an understanding of how social media works and how brand communities function
through the application of social media. Brand communities are made up of individuals who choose to
participate and demonstrate a relationship to the essential information, content, or materials that are being
shared in the community.
LITERATURE REVIEW

1) Mredu Goyal, (2016).Conducted a study on topic “A STUDY OF IMPACT OF SOCIAL

MEDIA ON CONSUMER BEHAVIOR IN RESTAURANT INDUSTRY OF JAIPUR CITY”
This study had given a clear indication that social media though not much popular in consumers of
Jaipur for restaurant selection is now a strong driving force. Online visibility through social media
marketing is gradually becoming a secret weapon of restaurant owners in having a strong customer
base. Consumer buying behaviour is changing very speedily & marketers have to change their
strategies according to the scenario. Therefore now the restaurant marketers have to focus on their
promotional strategies. They have to change it according to the preferences and behavioural pattern of
new digitally active consumer base.
2) Goyal Anita and Singh N.P (2007). Conducted a study on the topic “Consumer perception
about fast food in India”. The study was about factors affecting the choice of fast food outlets by
Indian young consumers. The purpose of the study was to estimate importance of various factors
affecting the choice of fast food outlets by Indian consumers.
3) Western Kentucky University (2003). Conducted a study using a sample of 249 consumers'
purchases to analyse the type of product purchased, and the cost of item. The results of this research
revealed that consumers are buying either inexpensive or expensive items, and are doing so based on
recommendations from social media by their contacts or friends on social media
4) Rebecca J. Purdy(Forbes &Vespoli (2013). In his research paper have explained the importance
of social media to the restaurants and how social media contributes in increasing their income
5) Dr. Ijaz A. Qureshi, Iqra Nasim and Dr. Mike Whitty.In their research paper, investigated the
impact of social media (social sites) on consumer preferences in culinary industry specifically
restaurants in the city of Lahore, Pakistan. It included different components straight from the brand
image to dine in, products, level of service, ambience etc and in total of their presence on social media
6) Manoj Timilsina. conducted a study on topic “Impacts of social media in restaurant businesses
A case study of restaurants based on Oulu region“ The objective of this research was to inspect
impacts of social media in business and how it is influencing business. Additionally, Oulu based
restaurants were chosen for conducting survey. Forty three restaurants were contacted and six of them
were Interviewed by means of F2F. The direct impact of social media has on sales and increase in
flow of customers. Majority of the restaurant’s (83%) customers has increased with clever use of
social media.
7)Veronika Rouckova(2015).Conducted a study on the topic “Social media in customer decision-
making process – the role of reviews” The main aim of this study was to find out how social media
impact customer decision making process. Restaurants as service establishments are often discussed
through various social media platforms where travellers give online comments and describe their
personal experiences. It gives tips or hints to the others who search online recommendations
8) NefikeGunden (2017) ,University of South Florida. Conducted a study on the topic “How
Online Reviews Influence Consumer Restaurant Selection” Restaurant consumers are increasingly
using and relying on online reviews to make their dining choices. Also, restaurant attributes that
influenced consumers’ restaurant selection have been studied greatly by many researchers
9)Edelman, (2010). Conducted a study on the topic ,“Social media in customer decision-making
process – the role of reviews” The rapid merger of new technologies has changed the contemporary
business expeditiously. Nowadays, the marketers must apply new ways of doing business with new
online media channels in mind. In the past, the marketing strategy of the company was mainly
focused on paid media channels, whereas nowadays the consumer engagement with companies is
indispensable. The driving advocacy plays a significant role in this matter. If the product gets bad
online reviews on social media platforms or is not discussed on these sites at all, the paid advert will
not retain the customer’s loyal relationship for long time.
10)Leerapong and Mardjo(2013).Conducted a study on the topic “Effect of Social Media on
Purchase Decision” in his research paper have examine the factors that influence their online
purchase decision through online social network, particularly Facebook. The customers ranked in
order of importance relative advantage, trust, perceived risk, compatibility as the factors that
encouraged or discouraged them from purchasing product through Facebook
11) Sharma and Rehman (2012).Conducted a study on the topic “Effect of Social Media on
Purchase Decision” in his research paper have explained that positive or negative information about
a product or a brand available on the Social Media has significant overall influence on consumers
purchase behaviour. The customers spread positive word of mouth through social media.
12)Titz(2004).In his research concluded that the restaurant reviews present a variety of information
that helps the restaurant’s consumers to make selections beforehand. By reading restaurant reviews,
consumers can get more detailed information about previous consumers’ overall dining experiences,
such as the quality of the food and service. Online reviews help consumers by providing information
from previous customers before selecting a particular restaurant to visit
13) Lee, (2014).In his research on topic Social media in customer decision-making process have
explained .The online information boom doesn’t affect only the end users, the businesses haven’t been
left far behind. The advancements of Social Media have drowned out social commerce into e-business
as many companies believe that social commerce is improving their business value plus they wish to
stay in the competitive environment. To increase its competitiveness, the relations with customers
must be evolved.
14) Perreau, (2013).In his research concluded that the organizations must effectively respond to
customer behaviour if they want to improve their online marketing strategy. Particularly the products
with lower differentiation might have small brand awareness on the market. Additionally, to have a
positive effect on consumer product evaluation proceeding, the solid, trustworthy and tangible
information must be provided by marketers on social media platforms as well as establishing a lasting
relationship with its customers.
15) Jae Man Jung, Sandra Sydnor, (2015).Have concerned consumers decision-making regarding a
restaurant choice, food quality, service, quality and price as important factors that influence to
consumer decision-making. Other factors might influence such as location and cleanness
16) Kivela (1999).Has developed a study that measure customers dinning satisfaction and return
patronage based on different restaurant categories. Using face-to-face interviews with various types of
customers. The study has found that decor, type and style of food, variety of foods, food not eaten at
home and Restaurant with high reviews on social media was considered important in fine dining
restaurants.
17)Nyoryung and Kannan (2014).Concluded that the relationship of social media and customer
activities are positive with social media. Customers are more willing to participate in branding,
product reviewing, online rating, and/or interacting. In addition, customers are influenced by social
media though their emotional changes, and this change may connected to their friends, relatives,
business, and even other online users when making decisions
18) Sema, (2013).In his research concluded that However, social media marketing may not be the
only aspect that increases business value. A suitable market size, appropriate business environment,
various mega events can also make a significant difference. For hotel industry, where the hotel located
and the number of tourists has a great impact
19) Zhang, Guillet, & Gao, (2012). Concluded that on overall business performance. According to
the studies examined, involvement in the relationship of online rating system in choosing a hotel
states that a good online rating system does affect the hotel substantially by retaining customers for a
long time and also attracting new customers
20) Chan and Guillet (2011). Concluded that in general, the hospital industry does not having good
performance in using social media as a marketing tool. The major issue for hotels in doing social
media marketing is about communication between hotel’s business aspect and their customers

Research Methodology:

Research Design: - Descriptive and Exploratory research is a research design, which

helps to analyse that what are the factors to analyse the factors which help to influence the
consumer over the different factors and what are the security features required for the same
Instrument: - Closed Questionnaire is being used to measure the perception of the consumer
about the online banking transactions
Sampling Technique:- The technique used is convenience sampling with relatives,
co-workers and friends

Sampling size: - Age group of people between 18-40

No of samples: - 200 respondents in different parts of North India

Data collection: -
Primary: - it is being collected by questionnaire, which is being directly collected
from the consumer
Secondary: - Case study books and other research papers in the literature review
papers are being monitored for further work

Objectives: -
• To find out the effects of social media on consumer behaviour in restaurant industry
• Which attributes of restaurant online reviews gets more customer attention.
Limitations:-
• The survey was conducted in Delhi NCR only
• No of respondents can be less then required for analysis
• Data can be biased
..................................................................................

.Data analysis:

Q1 crosstabulation between what kind of food you like and gender

What kind of food you like ? * Gender Crosstabulation

Count
Gender Total
Male female
Italian 13 29 42
Mexican 5 8 13
What kind of food you like ? indian 46 47 93
cinese 12 16 28
others 4 2 6
Total 80 102 182

Interpretation: According to data collected this shows that the respondents mainly like Indian and
Italian food 46 male and 47 female like Indian food and 29 female like Italian food as compared to 13
men
Q2 Correlation of Which of the following Social Media means you are using on a daily basis
with age group of the respondents.

Correlations
Which of the Age group
following Social
Media means you
are using on a
daily basis?
Pearson Correlation 1 .023
Which of the following Social
Media means you are using on Sig. (2-tailed) .760
a daily basis?
N 174 173
Pearson Correlation .023 1

Age group Sig. (2-tailed) .760

N 173 198

Interpretation: when r is equal to 0.23 it indicates r is positive and close to zero this indicates very
weak relationship between social media and age group
 Q3 Crosstabulation between time (approx.) spent on social media per week with profession of
respondents.

Time (approx.) spent on social media per week * Profession Crosstabulation

Count
Profession Total
Student service Entrepreneur home maker Retired
0 hours 3 0 0 0 0 3
1to3 hours 19 5 0 0 0 24
Time (approx.) spent on social
3 to 6 hours 23 10 8 7 2 50
media per week
6 to 10 hours 28 10 11 6 1 56
more than 10 hours 27 9 3 2 0 41
Total 100 34 22 15 3 174

Interpretation: According to the data collected students are using more social media in
comparisons to other profession. Retire people are the lowest user of social media for
searching the restaurant information.

Q4 Correlation between time (approx.) spent on social media per week

Correlations
Time (approx.) Age group
spent on social
media per week
Pearson Correlation 1 .005
Time (approx.) spent on social
Sig. (2-tailed) .946
media per week
N 175 174
Pearson Correlation .005 1

Age group Sig. (2-tailed) .946

N 174 198

Interpretation: when r is equal to 0.005 it indicates that r is positive and close to zero this indicates
very weak relationship between Time (approx.) spent on social media per week and age group.
 Q5 Crosstabulation between which platform do you use most of times to explore information about
Restaurant with age group

Which online platform do you use most of the times to explore information about Restaurant * Age group Crosstabulation
Count
Age group Total
less than 18 18-24 25-35 35-45 45 and above
Zomato 2 39 7 4 0 52

Which online platform do you just dial 1 15 9 4 3 32

use most of the times to explore Swiggy 4 22 10 6 4 46
information about Restaurant food panda 0 15 9 2 2 28
Others 2 15 3 0 0 20
Total 9 106 38 16 9 178

Interpretation: The data collected shows that the respondents of age group 18- 24 uses
Zomato as a platform for looking up for restaurant related information. The respondents of
age group from 25-35 and 35-45 uses Swiggy , 45 and above age group also uses swiggy.
Q 6 Frequency between gender, Age group, Profession and monthly income of respondents

Frequency Table

Gender
Frequency Percent Valid Percent Cumulative
Percent
Male 85 42.3 43.4 43.4

Valid Female 111 55.2 56.6 100.0

Total 196 97.5 100.0

Missing System 5 2.5

Total 201 100.0

Age group
Frequency Percent Valid Percent Cumulative
Percent
less than 18 12 6.0 6.1 6.1
18-24 111 55.2 56.1 62.1
25-35 48 23.9 24.2 86.4
Valid
35-45 18 9.0 9.1 95.5
45 and above 9 4.5 4.5 100.0

Total 198 98.5 100.0

Missing System 3 1.5

Total 201 100.0

Frequency Percent Valid Percent Cumulative

Percent
Student 107 53.2 53.8 53.8
Service 42 20.9 21.1 74.9
Entrepreneur 29 14.4 14.6 89.4
Valid
home maker 18 9.0 9.0 98.5
Retired 3 1.5 1.5 100.0

Total 199 99.0 100.0

Missing System 2 1.0

Total 201 100.0

 Monthly family income
Frequency Percent Valid Percent Cumulative
Percent
less than 50000 47 23.4 24.5 24.5
50000-100000 51 25.4 26.6 51.0
100000-250000 59 29.4 30.7 81.8
Valid
250000-500000 18 9.0 9.4 91.1
500000 and above 17 8.5 8.9 100.0

Total 192 95.5 100.0

Missing System 9 4.5

Total 201 100.0

Interpretation: According to data collected male are 42.3% , female are 55.2%. Most of my
respondents are from age group of 18-24 and 25-35. Most of respondents are students and
service . I have very diverse respondents in case of monthly income
Q7 Mean between Do advertisement/blog
posts/fb pages/user reviews on social media
influence you to try new restaurants with age
groups of respondents

Report

Do advertisement /blog posts/fb pages/ user reviews on

social media influence you to try new restaurants?
Age group Mean N Std. Deviation
less than 18 3.30 10 .823
18-24 2.45 106 .977
25-35 2.88 34 .880
35-45 3.06 16 .443
45 and above 3.11 9 .601
Total 2.67 175 .936

Interpretation: According to the data collected the age group of respondents of less than 18 age , 35-45
and 45 and above are more influenced by the advertisements/ blog/fb pages and user reviews on social
media and the age groups 18-24 and 25-35 are not getting much influenced by the use of social media as a
medium of advertising for trying new restaurants.

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Q8 Mean between Most important attributes when you select a restaurant with profession of respondents.

Report
Profession Ranking of the Ranking of the Ranking of the Ranking of the Ranking of the
Most important Most important Most important Most important Most important
attributes when attributes when attributes when attributes when attributes when
you select a you select a you select a you select a you select a
restaurant [food restaurant [price] restaurant restaurant restaurant [Over
quality] [service quality] [Atmosphere] all Restaurant
rating]
Mean 2.83 2.70 2.79 3.90 2.96
Student N 98 97 97 98 97
Std. Deviation 1.362 1.218 1.241 1.268 1.249
Mean 2.21 2.52 3.62 2.35 2.45
Service N 34 33 34 34 31
Std. Deviation 1.067 .870 .888 .981 .888
Mean 2.86 2.95 3.84 2.95 3.05
Entrepreneur N 22 22 22 22 22
Std. Deviation 1.207 .899 .941 1.174 1.046
Mean 2.33 2.87 3.80 2.73 2.67
home maker N 15 15 15 15 15
Std. Deviation 1.047 .990 1.014 .884 1.047
Mean 2.33 4.33 2.33 2.33 2.00
Retired N 3 3 3 3 3
Std. Deviation 1.155 1.155 1.155 1.155 1.000
Mean 3.66 2.71 2.80 2.83 2.83
Total N 172 170 171 172 168
Std. Deviation 1.277 1.097 1.122 1.190 1.156

Interpretation: This shows that Student are more affected by atmosphere of restaurant than
any other factors. Service class and Entrepreneur is getting more affected by service quality
of restaurant. Home maker are getting affected by price and Retired people are getting more
affected by food quality than any other attributes
CONCLUSION

The study had given a clear point of view that today social media had become a new platform for
consumers to search or to make selections of restaurants. The youth or tourist basically is searching
for everything they want to find out about and restaurants are one of them, so it is safe to say that the
online visibility of restaurants on social media is gradually becoming a secret weapon of restaurants
owner for having a strong customer base. The Change in customer behaviour is also noticeable, as the
ratings, customer service and customer experience is also shown on social media which does affect
the customer’s choice, so the strategies, changes should be made keeping in mind the preference and
likings of the customer base
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