A Study on Factors Affecting Eating Out

Behaviour in Kuching, 2017

GROUP LEADER : SYLVIA BANUN MAJA

MEMBERS : HAIROL NIZAM BIN YUSUF
SIE KIAN HENG
TAY LIANG ENG
FAIZUL HAFIZZIE BIN DASUKI
MOON ZAPPA ANAK JIMMY
JOSEPHINE MAUNG @ FARIDAH ABDULLAH
 CHAPTER 1: INTRODUCTION

• Warde and Martens (2000) defined dining out as the

consumption of all foods taking place outside one’s
own household.

• Eating out has become more convenient rather than

prepare food at home (Lee & Tan, 2006).

• This is a new lifestyle and it gives birth to a new

culture known as eating culture.
 RESEARCH AIM
• To outline the eating out behavior as an unexplored
area.

• To find out the factors that influence the behaviour

or pattern of eating out among Kuching residents.

• To explore the determinants that affect the way the

residents in Cat City choose to eat with regards to
when, where and what to eat and whom do they go
dining out with.
 RESEARCH OBJECTIVES

• To rank the factors that influence more on people

eating out behaviour in Kuching.

• To investigate whether all factors have significant

relationship with eating out behavior in Kuching.

• To see whether eating out behavior in Kuching is

seen as a positive or negative trend among the
people in Kuching.
Research Questions
 Which factor ranks the highest among all?
 Do all factors have significant relationship with eating out
behaviour?
 Do the people seen eating out behaviour as a positive or
negative trend?

Research Hypotheses
• There is no significant relationship between disposable
income with eating out behavior in Kuching.
• There is no significant relationship between prices with
eating out behavior in Kuching.
• There is no significant relationship between social with
eating out behavior in Kuching.
THEORETICAL FRAMEWORK

INDEPENDENT DEPENDENT

DISPOSABLE
INCOME

PRICE EATING OUT

BEHAVIOR

SOCIAL
 CHAPTER 2: LITERATURE REVIEW
•Noraziah Ali (2012) - Eating out is not a new phenomenon in Malaysia.
Economic growth in the urban areas is one important factor that enables
the urban populations to spend more on food. Families spend their time
out at shopping complexes also take the opportunity to dine at the food
courts or nearby restaurants.

•John Kearney (2010) - Food consumption is variably affected by

disposable income as rising income leads to increased consumption of
food.

•Srividhya (2014)- Food consumption habits has changed due to rise of

income and living standard.

•Arora, Chawla, Bansal (2014) - Study discovers that respondents

prefer to eat irrespective of income except in the case of lower income
families. And the price is of little concern to them.
 CHAPTER 3: METHODOLOGY
• Research Design: Quantitative Approach
• Research Instrument: Questionnaire
• Consists Of Three Parts:
- Section A for demographic of respondents and dependent variable,
- Section B for the factors and
- Section C is an open ended question (for the use in Chapter 5).

• Data Analyses: SPSS

• Population: People in DBKU (City Centre and Petra Jaya) and
MBKS (Tabuan Jaya and BDC) areas only
• Sample: 155 people (those who have earned income)
• Pilot test: 10 sets
CHAPTER 4: FINDINGS
 FINDINGS
Ranked Mean Std.
Item: Social Deviation

Highest I go to the restaurant with my 3.74 .973

family.
2nd I usually eat out for fun with my 3.63 .975
highest family and friend.
Lowest I eat out to watch sport displayed 2.63 1.145
on big screen.

Ranked Mean Std.

Item: Price Deviation

Highest Getting very good quality food is 4.10 .913

Overall Result a very important to me.
Lowest The higher the price of a 2.83 1.116
N Mean Std.
restaurant, the better quality of
Deviation
the food.
Social 155 35.3226 4.30635
Ranked Item: Disposable Income Mean Std.
Price 155 33.8387 6.94457 Deviation

Disposable 155 29.8710 6.10270 Highest I mind about my healthiness 3.48 .969
Income when using my money to eating
out.
Lowest I earn more money just to spend 2.63 1.081
on eating out.
 FINDINGS: CORRELATION ANALYSIS
Value Pearson Correlation Sig. At 0.01 level (2- tailed)

Factors
Disposable Income 0.062 0.440
Price 0.124 0.126
Social 0.242 0.002

Research Question 1: Does the disposable income affect eating out behavior in Kuching?
Null Hypothesis, Ho: There is no significant relationship between disposable income and eating out behavior in
Kuching.
Conclusion: Disposable income and eating out behaviour in Kuching show positive linear relationship and weak
correlation. The Pearson Correlation Coefficient, r, is 0.062 and the p-value is 0.440 > 0.01. Therefore Ho is not
rejected.

Research Question 2: Does price affect eating out behavior in Kuching?

Null Hypothesis, Ho: There is no significant relationship between price and eating out behavior in Kuching.
Conclusion: price and eating out behaviour in Kuching show positive linear relationship and weak correlation. The
Pearson Correlation Coefficient, r, is 0.124 and the p-value is 0.126 > 0.01. Therefore Ho is not rejected.

Research Question 3: Does the social affect eating out behavior in Kuching?
Null Hypothesis, Ho: There is no significant relationship between disposable income and eating out behavior in
Kuching.
Conclusion: Social and eating out behaviour in Kuching show positive linear relationship and weak correlation. The
Pearson Correlation Coefficient, r, is 0.242 and the p-value is 0.002 which is < 0.01. Therefore Ho be rejected since
the p-value is less than 0.01.
CHAPTER 5: DISCUSSION & CONCLUSION
1. Factors affecting eating out behaviour in Kuching.
Factor Mean Rank
Social 35.3226 Highest
Price 33.8387 2nd Highest
Disposable income 29.8710 Lowest

2. All factors have significant relationship with eating out

behaviour in Kuching.
Price and social factor: Weak positive relationship
Disposable income factor: No significant relationship (p-
value 0.440 > 0.01). Therefore, the disposable income factor
did not affect much on eating out behaviour among people
in Kuching.
3. Section C: “In your opinion, does eating out behaviour can be seen as a trend in
Kuching?”
Feedback on eating out behaviour as a positive trend:
“It should be a positive trend in our current hectic lifestyle livings. It should boom our
F&B industry in Kuching”.
”Yes, it can be seen as a trend nowadays most of people working and no time to cook for
themselves especially during the weekdays”.
“In my opinion, eating out behaviour can be seen as a trend in Kuching. It is a good time
and quality which can help to release stress and comfort me”.
“Yes, because the price is affordable and that’s the only way to spend quality times with
family and friends”.

Feedback on eating out behavior as a negative trend:

“No. Because I’m not the type of someone that spend much on food”.
“No, because some people prefer to save some money rather than spend time and money
to eat outside”.
”No, not really. As long as the food and the place is good, convenient then everything’s
fine already. Happy tummy happy me!”
“Not really. There aren’t that many places that offer affordable and good food from the
hours of 2-6pm, which can prove to be troublesome”.
 IMPLICATIONS OF THE FINDINGS

From the findings, social factor affect the eating out

behaviour the most. This can give clues to those who
are involved in the F&B industry to be alert on
offering comfortable and good environment to the
people.

Eating out should be seen as something positive as it

can help to build good relationship (to socialize)
among family members and friends.
 RECOMMENDATIONS

 Cover more areas such as Majlis Perbandaran Padawan and

Majlis Perbandaran Samarahan areas.

 Increase the number of respondents to get better

feedback/findings.

 Cover more different independent variables such as Healthy

Choice Factor, Convenience Factor, and Emotional Eating
Factor.

 Use Qualitative Approach such as interview.

THANK YOU!