A plate of senses : A study on sensory descriptive menu items and their impact on sales in fine dining restaurants
Abstract:
Course/Level: Bachelors Thesis, 2FE16E
Authors: Felicia Liljegren, Sandra Markovic, Malin Månsson
Tutor: Dr. Martin Amsteus
Examiner: Dr. Åsa Devine
Title: A plate of senses – a study on sensory descriptive menu items and their impact on sales in fine dining restaurants
Key words: Descriptive menu names, sensory marketing, human senses, taste, sight, touch, texture, consumer decision-making, consumer involvement, menu design
Background: The human senses are essential for an individual’s experience of different purchase and consumption processes, and they are vital when a consumer is making a decision. At restaurants, the menu is a tool to guide the consumer to a decision, and by using good, thoughtful chosen wording and design, a restaurants’ menu can be a huge advantage that might stimulate both first time consumption and repeat sales.
Purpose: To explain the impact on sales caused by sensory descriptive menu items in fine dining restaurants
Hypotheses:
H1 - Sensory descriptive menu names lead to increased sales in fine dining restaurants.
H2 - Sensory descriptive menu names lead to increased sales of appetizers in fine dining restaurants.
H3 - Sensory descriptive menu names lead to increased sales of main courses in fine dining restaurants.
H4 - Sensory descriptive menu names lead to increased sales of desserts in fine dining restaurants.
Methodology: Pre-test focus groups and a main study of field experiments
Findings: The results of the thesis show that there is in total no statistical significance for sensory descriptive menu names’ positive impact on sales in fine dining restaurants.
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