CONSUMER DECISION-MAKING IN GHANAIAN DINING: ANALYZING RESTAURANT CHOICE

Abstract

Understanding consumers' restaurant selection criteria is crucial for restaurateurs to thrive in a competitive market landscape. This paper delves into the diverse factors influencing consumers' choices when selecting restaurants, considering the varied cultural, ethnic, and economic backgrounds of patrons. Drawing from existing literature, the study examines the multifaceted nature of consumer preferences, highlighting the necessity for restaurateurs to grasp these nuances to effectively cater to their clientele. By elucidating the underlying motives and decisionmaking processes of consumers, this research offers valuable insights for restaurateurs aiming to enhance customer attraction and retention strategies. Ultimately, a comprehensive understanding of consumers' selection criteria serves as a cornerstone for restaurateurs to adapt and thrive in an ever-evolving dining landscape.