The impact of demographic and psychological characteristics and cost behaviors on views towards the luxury restaurant

Abstract

This study examines the impact of psychological characteristics, materialism, unity, uniqueness, hedonism, and perfectionism, and demographic characteristics including gender, age and income as well as the costing behavior (price) on the views towards the luxury restaurant. The results show that perfectionism and uniqueness had a direct impact on the consumer’s views towards luxury restaurant. On the other hand, the demographic characteristics such as age, income and education had a positive relationship with the consumer’s views towards the luxury restaurant. Finally, a new hypothesis as the relationship between price and service quality and customer attitudes was examined in this study and it was concluded that there was a significant positive relationship between price and customer’s views. The results of the research data also confirmed the relationship between price and service quality.