Eating at a Peruvian Themed Restaurant: Consumer Profile and Behavior

Abstract

The tourism sector has shown great interest in the development of gastronomy as it contributes to sustainable development and is a key attraction for visitors. Gastronomy has proven to be one of the main sources of income for different countries in the world, starting from the interest in the different culinary characteristics of each country: traditional dishes and drinks of the region or city, thus generating a first approach to the culture, tradition, customs and local characteristics of the destination, better known as tourism activity. Studying consumer profile and behaviour involves analysing the factors that influence an individual's decision making when making a purchase. This research sought to identify the consumer profile of theme restaurants, taking as reference the Rustica restaurant, located in Lima, the capital of Peru. It is a descriptive research of non-experimental design, constituted by a sample of 385 consumers, which applied the survey technique and the questionnaire was composed of 20 items. The results showed that the profile of consumers is made up of university students and young adults, living in districts near the restaurants; between 18 to 25 years old, where they highlight the importance of service quality and price, also, they surf the Internet, having Facebook and Instagram as their favourite social networks. It is concluded that knowing the profile and behaviour of the consumer allows to generate more successful marketing strategies in search of customer satisfaction. The importance of the study lies in obtaining reliable information regarding the characteristics of consumers of themed restaurants. In the future, it will serve as a source of information for studies on the consumer profile and for new entrepreneurs in making decisions to develop strategies focused on the target public.