A Study on Clustering Customers Based on Restaurant Preferences: A Case Study in Kayseri

Abstract

The concept of eating out has gradually become more widespread, which brings about the question of where and what to eat. The aim of the present study is to determine the factors that affect restaurant preferences and to cluster customers in accordance with those preferences. Taking into consideration the age group of the participants and employing quota sampling, the data were gathered through a face-to-face survey, which was developed based on the literature, between the dates of November 1, 2016 and January 31, 2017 in Kayseri. Along with missing data, Mahanobilis distance and normal distribution analysis, descriptive statistics, factor, cluster, t-test and chi square test analysis were employed. Clustering has resulted in two groups, which are “the picky” and “the indifferent”. It has been found out that there is a significant relationship between clusters and gender, age groups and educational level. The study concludes with the suggestion that restaurant managers should be closely acquainted with “the picky” and “the indifferent” groups, which are composed based on the factors that affect restaurant preferences, and that they should carry out appropriate promotional activities.