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Abstract According to the recent statistics, in 2015, there are about 25 million students studying in various colleges and universities in China now. Because of that large number of college student consumers, restaurant consumption of these students has become a worthy research topic. 31255
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This paper, taking the students of Jiangsu Normal University as the research subjects, explores the importance of the factors that affect the students’ choice of the restaurant. There are two questions to answer: 1. What are the factors that play a more important role in students’ choice of a restaurant? 2. What should restaurants do to attract more students? The answer to the second question will be based on the data analysis for the answering of the first question.
The survey indicates that among all the investigated factors, dish style, environment and price are the most important factors that influence university students’ choice of restaurant. The service and former consumers’ comments come next. Finally, marketing strategies for the restaurant will be proposed with an aim of improving their popularity among university students.
Key Words: choice of restaurant university students influential factors
摘 要根据统计数据，2015年,我国各高等院校的在校大学生人数约为2500万人。这么庞大的大学生消费群体使得大学生的餐馆消费也成了非常值得研究的话题。
本论文将以大学的学生为研究对象，研究大学的学生选择餐厅的各个影响因素对于他们决定就餐地点的重要程度。本调查的研究目的是回答以下两个问题：1. 大学生选择餐厅时，哪几种因素对他们的影响比较大？2. 餐厅应该采取什么样的方式来吸引大学生这个消费群体？对于第二个问题的回答将以第一个问题的发现为基础。
通过分析由调查问卷与访谈收集来的数据，本研究发现，在所调查的几种因素中，对于一个餐馆来说，菜品风格、价位和环境是影响大学生选择就餐餐厅或餐馆的比较重要的因素，而服务和评价的影响相对弱一些。最后，本研究根据调查分析的结果，针对以大学生群体为消费对象的餐厅和餐馆提出营销建议，以帮助餐馆改善经营，受到更多大学生青睐。
毕业论文关键词：餐厅选择 大学生 影响因素
Contents
Abstract i
摘 要 ii
Contents iii
Chapter One Introduction 1
1.1 Background of the survey 1
1.2 Significance of the survey 1
1.3 Thesis framework 2
Chapter Two Literature Review 3
2.1 Theory of consumer behavior 3
2.1.1 Consumer behavior 3
2.1.2 Consumer behavior of college students 4
2.1.3 Consumer behavior of college students in term of restaurants 5
2.2 College students consumer behavior research 5
2.2.1 Research on internal factors 5
2.2.2 Research on external factors 6
Chapter Three Methodology 7
3.1 Research questions 7
3.2 Subject 7
3.3 Instruments 7
3.4 Research procedure 7
Chapter Four Research Data and Analysis 9
4.1 Description of the students 9
4.2 Factors that affect college students choice of the restaurant 10
4.2.1 Price 10
4.2.2 Dining environment 12
4.2.3 Dish style 14
4.2.4 Service 15
4.2.5 Comments from friends and the Internet 17