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摘要：本文是一篇市场调查研究论文（marketing research proposal）。美国是一个多元文化和多民族的国家,在美国市场，美国民族食品市场年销售额750亿美元,65%左右是归因于餐饮业，然而,民族餐馆的快速增长是由多方面的原因引起的。随着生活方式的变化和外出就餐变得越来越普及,许多客户强烈要求新口味，体会不一样的味觉享受。本文对此进行了调查研究。

e of respondents:

Source: mintel 2007

Table one show the results of the respondents' demographic and dining profiles. Among the 284 valid respondents, females accounted for 52.5% of diners. The average respondent was 37 years old. The majority of respondents were Caucasian (60.2%), followed by Asian (32%) and other (7.8%). Respondents were most likely to go to a Chinese restaurant with their family (47.6%), followed by friends (27.1%) and relatives (15.2%) and were less likely to dine with business colleagues (2.1%) or by themselves (4.6%). The above customer profile information indicates that the majority of Chinese restaurant customers are Caucasian, and the main reason for dining at Chinese restaurants is social occasions (family and friends). These results are consistent with findings of national Restaurant Association (2000a,b), which revealed that Chinese cuisine represents “basic family appeal” and attracts almost all consumers (Mills, 2000).

Importance of Chinese restaurant attributes:

Table 2 reports the attribute importance ranks and scores. Except music, all other attribute have average scores above four, indicating that these attributes are important when customers select a Chinese restaurant. The five most important attributes were taste, food safety, food freshness, environmental cleanliness and appropriate food temperature. These rankings show the salient positions of food quality and environmental sanitation in customers' decision-making regarding Chinese restaurants. The five least important attributes were healthy food options, atmospheric, lighting, interior design and decor, and music atmospheric attributes account for four of the five least important factors, indicating that customers do not expect much from the dining environment in Chinese restaurants. However, it is important to keep in mind that the IPA approach identifies relative, rather than absolute, levels of importance. Therefore, when explaining the results of importance ranking, one should not conclude that the dining environment is not important to customers' seeking a Chinese restaurant. These attributes are simply less important when compared to other restaurant attributes (i.e. food, service and price).

Performance of restaurant attributes for surveyed Chinese restaurant:

The attribute performance ranks and scores are listed in table 3. The mean score of the overall performance was 5.71, indicating that Chinese restaurant as a whole did well in terms of performance. The top five attributes were accurate guest check food freshness, taste, prompt service, and dependable and consistent service. These rankings show that Chinese restaurants provide good taste and satisfying service quality. The lowest five attributes were aroma, lighting, healthy food options, interior design and music. Most of these are atmospherics related attributes, indicating that there is still room for Chinese restaurants to improve their dining environments.

Chapter: 6 Research Analysis

Self Reflection

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