Resumen de Social values and restaurant patronage

Julia E. Blose, Stephen W. Litvin

• This study was conducted in an attempt to explore the application of social values as a means of better understanding, and thus focusing marketing efforts towards, restaurant patrons. Based on an empirical study of 240 tourists visiting a southeastern US city, the List of Values (LOV) was used to determine the specific values of greatest importance to heavy versus light restaurant users. The study also incorporated the consumer behavior variable domain-specific innovativeness. While significant social value structure differences were revealed as a result of usage segmentation, no such variation was found between restaurant innovators and later adopters. Recommendations are offered to assist restaurant managers responsible for selecting marketing mixes designed to attract and serve their patrons.