Information Sources Usage for Restaurant Selection by Generation Y and Generation X Consumers
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Abstract
Choosing the right information source to communicate with consumers is crucial for business success, especially restaurant business with high competition. The purpose of this research was to study information sources usage to select restaurant by generation Y (those who were born between 1977-1994) and generation X (those who were born between 1965-1976) consumers and to compare the difference in information source usage of both groups. An online questionnaire survey was conduct with 234 gen Y and 166 gen X. The study main information sources consisted of personal source, commercial source, public source, and experiential source, including a list of 44 specific sub-information sources of the 4 main sources. In addition, this research also studied how consumers respond to information given in these sources by using AIDA models. The study reveals that experiential source (self-trials) is the source both generations use the most, followed by the personal source. Gen Y tend to use personal source from close friends/ colleagues, while gen X use personal source from family members/ relatives. Chi-square analyses to compare numbers of gen Y and of gen X consumers who used each sub-information source indicate significant difference of gen Y and gen X users in most of the sub-information sources, excluding restaurant brochures, YouTube ads, magazines YouTube Momtanutdag, and self-trial. Gen Y consumers use online public and commercial information sources more than gen X consumers do, while gen X consumers use offline information sources more than gen Y consumers do. Restaurant owners will get benefit from results of this study in choosing the relevant specific information sources to communicate with each target group.
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