Preferential segmentation of restaurant attributes through conjoint analysis

Conjoint analysis has emerged as a contemporary research technique to reveal consumers’ preference towards choosing a particular restaurant. Through some focus group discussions, a list of restaurant attributes was identified as important for restaurant‐goers in deciding where to dine. While the research was based on Hong Kong experience, the research technique can be generalised to restaurant choices in other countries. It is possible to segment the restaurant market by different meal purposes (i.e. family meal, business meal and tourists) and employee groups (i.e. service sector, hotels and floating restaurants). The concept of decentring was applied in the study to help reveal restaurant preferences as perceived by the respondents standing in the shoes of others.