A preliminary research regarding the role of price and promotion on customers’ restaurant selections in Muscat/Oman

Abstract

This study aimed to examine the customer selection of restaurants in Muscat based on the effectiveness of the prices and promotions. Besides, this study focused on the factors affecting the customer's selection of restaurants. The survey questionnaire was applied to a sample of customers living in Muscat. A convenient sampling technique was adopted for data collection, and the collected data was processed and analysed using Mini-tab software. The findings indicate that the menu price affects restaurant customers’ selection, and restaurants with a high price have better service. As for promotion, the most effective method to advertise is through social media. In addition, the most important factors for Omani people that affect their restaurant selections are tasty food, food quality, cleanliness, quick service, price and value, and sales promotion and discounts, respectively. The current study is preliminary in nature but an unstudied one from the price and promotion approach in Muscat, so it makes an addition to the hospitality literature and sheds light on future studies. The study also provides recommendations for practitioners.

Keywords

• Promotion
• Price
• Restaurants
• Food
• Oman

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