As the attention of ethnic
restaurants grow from consumers, researchers have questioned the proper
assessment of identifying ethnic restaurant consumer demand and where ethnic
restaurants should locate accordingly. For this reason, past literature has
focused on demographic features to answer these questions. However, unlike
non-ethnic restaurant demand, ethnic restaurant demand cannot be fully
explained by demographics since the demand for ethnic restaurants consist of
two major groups, which are non-ethnic and ethnic consumers. The two consumer
groups differ in location, which ethnic consumers are clustered while other
non-ethnic consumers are spread across the geographical plain. The two consumer
groups also differ in acceptance which ethnic consumers have a pre-established notion
of the ethnic restaurant theme while non-ethnic consumers require acceptance to
consume. This study proposes that since ethnic restaurants have these
differences ethnic restaurants show difference in clustering patterns. More
specifically this study attempts to identify whether higher acceptance from
non-ethnic consumers allow ethnic restaurants to expand to other non-ethnic
consumer regions while ethnic restaurants are mostly clustered in ethnic
communities. In addition, the study further investigates whether ethnic
restaurant clustering patterns differ by its restaurant price segment. The
empirical results of this study show that acceptance of ethnic food, general
restaurant opinion, and country of origin plays a crucial role in ethnic
restaurants to diffuse to non-ethnic consumers while ethnic restaurants
agglomerate near ethnic communities. However, higher price restaurants were
found cluster stronger than lower price restaurants to reduce search cost for
consumers which confirms previous studies. Finally, this study found that
acceptance of food and general restaurant opinion from non-ethnic consumers
affects ethnic restaurants in the ethnic community to diffuse but acceptance of
country of origin showed ethnic restaurants in ethnic communities to cluster
which suggest that cultural aspects allow ethnic restaurants to cluster
stronger in ethnic communities.
| Identifer | oai:union.ndltd.org:purdue.edu/oai:figshare.com:article/9964097 |
| Date | 17 October 2019 |
| Creators | Sangwon Jung (7484234) |
| Source Sets | Purdue University |
| Detected Language | English |
| Type | Text, Thesis |
| Rights | CC BY 4.0 |
| Relation | https://figshare.com/articles/AGGLOMERATION_STRUCTURE_OF_ETHNIC_RESTAURANTS_AND_THE_EFFECT_OF_ACCEPTANCE_IN_THE_U_S_/9964097 |
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