Thesis (M. S.)--Oklahoma State University, 2006. / Vita. Includes bibliographical references.

Thesis (M. S.)--Oklahoma State University, 2006. / Vita. Includes bibliographical references.

How the food industry can use sensory marketing as a promotional advantage?

Tipping is a unique phenomenon. There are various economic theories on the rationale behind tipping behaviour; two mainstream views are the narrow neoclassical view and the open-ended behavioural view. However, neither of these views provides complete explanations and insights into tipping behaviour. Tipping is a very important economic activity that accounts for a substantial part of our expenditures. Therefore the motives behind tipping should be a critical concern to us and there is a need to conduct in-depth analysis on tipping as an economic activity. <p> This study sets out to improve our understanding of tipping behaviour. In order to achieve this, possible socio-economic motives behind tipping are identified. There is an attempt to verify these motives with empirical evidence obtained in this study. A survey on restaurant tipping was designed and implemented, prompting respondents for their tip percentages as if they were dining in a restaurant. Using information so obtained, the socio-economic factors that influence individuals tipping behaviour was determined by econometric analysis.<p>Based on the results of this study, individuals may be tipping to conform to social norms, to be altruistic and to encourage better future service. Service quality, the tippers ethnic background and the tippers area of study seem to be the major determinants of tip percentages. Poor service is the main factor causing individuals to decide not to tip in a restaurant. An interesting finding is that individuals fail to accurately convert their expressed tip percentages to dollar amounts. This implies that individuals may be cognitively constrained. <p> Another noteworthy outcome is that 26% of all respondents choose to tip even when service is poor and when they are dining in a restaurant they will never visit again. This leads to the concept of a core and marginal tip. Without future service considerations, the mean tip when service is poor can be viewed as the core tip that is likely shaped by social norms and altruism. The marginal tip can be viewed as the increment in tips when service improves. Results of this study lead to the conclusion that tipping is a multi-faceted phenomenon. It is influenced by a number of different motives; therefore it is better explained by a combination of neoclassical and behavioural theories.

Abstract Date:                                 May 11, 2011 Program:                        MIMA-International Marketing Course name:                        Master Thesis (EFO705) Title:                                  Consumer attitudes toward Quick Service Restaurants in Thailand: The study of influencing factors affecting purchase                                        making decision Authors:                         Miss Pattaraporn Jiranyakul                                       Miss Chitraporn Yoksvad Tutor:                                Johan Grinbergs Problem statement:         “What is the driving force or the reason behind the fast food consumption of the Thai consumers?”  Purpose:                         The purpose of this paper is to “investigate Thai consume attitude toward Quick Service Restaurant (QSR) on Thai                                       consumer choice and the most impportant marketing factors." Method:                          This paper has applied for the quantitative method with questionnaires survey. The hypothesis testing has been                                       fomulating in analyzing the most important factors towards Thai consumers attitudes as well as the marketing mix                                       elements. The information of this paper is collected from the data of Malardalen University database. Conclusion:                       Age and income in term of demographic variable are considered to be the most significant factors of Thai consumer                                       choice on fast food consumption. Place element of the marketing mix has come to be the major factor among Thai                                       consumers followed by product, price and promotion respectively. Keywords:                       Quick Service Restaurant, Consumer Behavior, Culture, Demographics, and Marketing Mix (4’Ps)

Tipping is a unique phenomenon. There are various economic theories on the rationale behind tipping behaviour; two mainstream views are the narrow neoclassical view and the open-ended behavioural view. However, neither of these views provides complete explanations and insights into tipping behaviour. Tipping is a very important economic activity that accounts for a substantial part of our expenditures. Therefore the motives behind tipping should be a critical concern to us and there is a need to conduct in-depth analysis on tipping as an economic activity. <p> This study sets out to improve our understanding of tipping behaviour. In order to achieve this, possible socio-economic motives behind tipping are identified. There is an attempt to verify these motives with empirical evidence obtained in this study. A survey on restaurant tipping was designed and implemented, prompting respondents for their tip percentages as if they were dining in a restaurant. Using information so obtained, the socio-economic factors that influence individuals tipping behaviour was determined by econometric analysis.<p>Based on the results of this study, individuals may be tipping to conform to social norms, to be altruistic and to encourage better future service. Service quality, the tippers ethnic background and the tippers area of study seem to be the major determinants of tip percentages. Poor service is the main factor causing individuals to decide not to tip in a restaurant. An interesting finding is that individuals fail to accurately convert their expressed tip percentages to dollar amounts. This implies that individuals may be cognitively constrained. <p> Another noteworthy outcome is that 26% of all respondents choose to tip even when service is poor and when they are dining in a restaurant they will never visit again. This leads to the concept of a core and marginal tip. Without future service considerations, the mean tip when service is poor can be viewed as the core tip that is likely shaped by social norms and altruism. The marginal tip can be viewed as the increment in tips when service improves. Results of this study lead to the conclusion that tipping is a multi-faceted phenomenon. It is influenced by a number of different motives; therefore it is better explained by a combination of neoclassical and behavioural theories.

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Thesis (M.S.)--Oklahoma State University, 2009. / Vita. Includes bibliographical references.

Thesis (Ph.D.)--Oklahoma State University, 2009. / Vita. Includes bibliographical references.

Most new immigrants to Canada bring with them an identity rooted in the culture in which they grew up. This identity will go through a shift in its adjustment to life in Canada. A number of factors have been identified that can contribute to increased stress during the acculturative process, and these are explored, specifically as they relate to women immigrants. With an understanding of the potential psychological experience involved in acculturative identity shift, this practicum projects proposes a response through the use of food and its preparation. Sources regarding food and culture were examined to provide supporting evidence to this strategy, as well as additional precedent examples. The programme of a culinary based school aims to provide new immigrant women with improved English language usage, work-applicable skills, a support system, and confidence, in order to help them find meaningful long term employment, in a way that addresses their specific challenges. The final design includes educational, lounge and personal spaces, a specially designed commercial kitchen, public dining areas, as well as other considerations.