Regresar

Segmentation by Motivation in Typical Cuisine Restaurants: Empirical Evidence from Guayaquil, Ecuador

Abstract:

Typical Ecuadorian cuisine is a multicultural mosaic, charged with intangible symbolic expressions, food diversity and inherited traditions. In the city of Guayaquil, typical dishes are usually on offer in traditional restaurants known as huecas. The present empirical research focuses on the segmentation of gastronomic demand by motivation and service satisfaction. The study was conducted in situ, factorial analysis was applied as a multivariate technique, 437 questionnaires being analysed. The results show three motivational dimensions: “Social”, “Physical & escape”, and “Culture & tradition”. Four visitor segments were identified: First, “Indifferents” with low scores on all motivations. Second, “Enthusiasts” with high scores on all motivations. Third, “Regulars” motivated mainly because they were invited by someone, the need to eat, or to sample a typical ethnic dish. Fourth, “Social” mainly motivated by meeting friends. All four segments report a very positive evaluation of the experience, the “Enthusiasts” being the most satisfied. The results obtained will serve as inputs for the traditional cuisine establishments providers in understanding different market segments and demand satisfaction.