Beyond Good Food: What Other Attributes Influence Consumer Preference and Selection of Fine Dining Restaurants?

Understanding the relative importance of product attributes is critical in identifying the consumer's expectations in a product class and in building appropriate marketing management strategies. The focus of this study was to investigate nonfood attributes specifically associated with fine dining restaurants and also to examine the extent to which these restaurant attributes are prioritized during the selection and preference of fine dining restaurants. Through in-depth interviews and conjoint analysis, the results indicated that in fine dining restaurants customer relations is the most important and price is the least important attribute.