Abstract
This paper employs the conjoint measurement methodology to examine the impact of social setting on preferences for restaurants. It is shown that those who go to restaurants with friends differ from those who go with family in terms of importance attached to different restaurant attributes and demographic characteristics. Some managerial implications of the study are discussed.
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Sharma, S., Malhotra, N.K. (2015). Examining Social Setting and Product Reference via Conjoint Analysis An Empirical Study of Restaurant Patronage. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_15
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DOI: https://doi.org/10.1007/978-3-319-16976-7_15
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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