Impulsive Buying Behaviour and Restaurant Selection and Consumption
Abstract
The study explores à la carte restaurant and its connection with impulsive buying, in terms of
restaurant selection, menu selection and extraordinary experiences which reflects the purpose
of the study and was explored with three research questions. Prior research of restaurant
consumption and impulsive buying was not clear on how consumers select a restaurant and
choose on the menu impulsively. The relation between extraordinary experiences and
impulsive buying was also limited. The theoretical framework consisted of impulsive buying
and previous studies of restaurant selection, menu selection and extraordinary experiences. A
qualitative method in the form of semi-structured interviews was conducted on fourteen
Swedish consumers. The findings suggest that impulsive buying is more present in terms of
menu selection and extraordinary experiences due to various factors such as service and
influences from the environment. Restaurant selection had signs of impulsiveness, however,
the overall process was rather planned. The study contributes to research on impulsive buying
behaviour and restaurant consumption and extraordinary experiences, as well as practical and
future implications that could be useful.
Degree
Master 2-years
Other description
MSc in Marketing and Consumption
Collections
View/ Open
Date
2023-07-03Author
Baiche, Leila
Milanovic, Andrijana
Keywords
Impulsive Buying Behaviour
á la Carte Restaurants
Restaurant Selection
Menu Selection
Extraordinary Experiences
Series/Report no.
2023:122
Language
eng