FACTORS AFFECTING CONSUMER'S CHOICE OF ETHNIC RESTAURANTS.

There are a growing number of ethnic restaurants in the UK and many factors influence which restaurant a consumer chooses. This study explores the factors influencing people's choice of Korean food in the UK and the results can lead to a better understanding of how to increase the awareness of people to Korean foods. Ten face-to-face interviews were conducted and 170 surveys completed by consumers who had experienced a Korean restaurant in the UK. The study discovered the significant differences in many factors, particularly between ages and genders. The study can contribute for ethnic restaurateurs in the UK who needs to investigate diverse segmentation of customer's behavior and preference in order to stay competitive in the market. [ABSTRACT FROM AUTHOR]