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Capstone Projects

The Price Tag of Ambiance

Tue, 12/03/2013 - 18:28
Abstract: The Price Tag of Ambiance is study surrounding customer’s price perception of a restaurant’s application of physical attributes of the establishment itself. Customers expect to pay for what they experience; if the price is too small, the customer tends to get concerned, too high causes a lack of patronage to the establishment. This study looks at price perception in relation to customer’s views of quality of the main aspects that define physical ambiance. Subjects for this study will be Italian restaurants and consumers ranging in ages from 18 through 45. This is beneficial for upcoming restaurateurs, as it allows more insight into what ambiance is worth to a customer, and therefore can raise their price point. This knowledge will assist restaurateurs in judging how to best utilize the physical attributes of the establishment. The study looks a survey given to the target demographic, containing photographs of several restaurants. After which, the participants will be questioned on their thoughts of price at each restaurant.
Access: Yes
Literary Rights: On
Major: Food Service and Beverage Management
Year: 2013
File Attachments: Capstone Proposal Final.doc
Authors: Adam Fisk