Understanding the consumer behavior towards health food restaurants

Abstract

This report focusses on the consumer behavior regarding healthy food restaurants. Secondary and academic research has been done to understand the various types of health foods and consumer perceptions about such foods and consumer motivations for healthy food. Further into the report, efforts were made to understand the consumer perception regarding restaurants in general and healthy food restaurants in particular. Surveys were conducted and the responses were analyzed to get insights about the barriers to selection of health food restaurants from the primary data. Also, depth interviews were conducted to understand the consumer choices of food and restaurant. Respondents were chosen who had visited such restaurants. After analysis, themes covering the major barriers to health food restaurant and customer satisfaction drivers in such type of restaurants were identified. Recommendations for new entrants in this categories were suggested.