The Effect of Option Framing of Wedding Package Menu on Consumer Decision

• Main Authors: TSOU,YU-XIEN, 鄒育憲
• Other Authors: CHANG,YI-CHI
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/cj228e

碩士 === 東海大學 === 餐旅管理學系 === 105 === This study explores the influence of wedding menu on consumer decision making , employing option-framing and subtractive option framing methodologies. The menu is the primary marketing tool in any restaurant. With wedding banquets following the contemporary trend towards customization, customers are more and more often allowed to determine forms, product arrangements, and particularized dining atmospheres. Therefore, different option-framing methods and pleasant dining atmosphere play an increasingly important role in customers’ purchase-making decisions. This research focuses on menu to investigate two option-framing methods, subtractive option framing ( OF) and added option framing (+OF), and menu selection factors. This research adapts between-subjects factorial design and uses option-framing methods ( OF and +OF), with menu selection factors (value of ingredients and quantity of dishes) as independent variables and consumers’ psychological response (customer satisfaction) and purchase policy (number of choices) as dependant variables. Each experimental scenario has four (2x2) menus for marketing to test their relationship between examinees. In term of products, restaurants offering wedding packages were chosen. Based on statistics, the findings show the following: OF is a better option-framing method than +OF option-framing, resulting in more purchasing with less negative satisfaction. Menu selection factors result in higher expenditures and stronger value given to ingredients over quantity of menu dishes. Therefore, with OF, greater profits to restaurants and less customer negative satisfaction are yielded.