A Study to Determine the Effect of Turkish Customers' Cultural Values on Restaurant Preferences

Abstract

The purpose of this research is to determine the effect of Turkish customers' cultural valueson restaurant preferences. In the study that quantitative research design was used, data werecollected by questionnaire technique. The sample group of the study consists of 384 Turkishcustomers living in New York City, United States of America. Factor, reliability,percentage, frequency, arithmetic mean and standard deviation were used to analyze thedata. At the final stage of the data analysis, the distribution of the data was reviewed todetermine which tests to be used to determine the differences. It was seen that the data usedin the study did not exhibit normal distribution and Mann-Whitney U and Kruskal-WallisH tests, which are non-parametric tests, were applied for the difference analysis. It is foundthat the customers in the sample take their cultural values into consideration when makinga restaurant choice according to the results of the study. On the other hand, it was determinedthat the personnel dimension was the most effective among the opinions about their culturalvalues which were determined to have an impact on the restaurant preferences of thecustomers. It was also concluded that the opinions about the impact of their cultural valueson the restaurant preferences of the customers demonstrated a significant differenceaccording to some demographic variables.