A dining experience typology of Middle of the Pyramid (MOP) consumers in Gauteng.

Abstract

The purpose of this article was to describe the process followed to segment middle of the pyramid consumers (MOP) according to their dining experience needs and influencing variables when dining out at different restaurants. Both qualitative and quantitative methods were used in the study as data were collected from 18 interviews and 363 participants selected from full-service restaurants in Gauteng province. Exploratory and confirmatory factor analysis revealed eight dining factors: restaurant health, service, accessibility, food, atmosphere, layout, food health and social. Non-hierarchical cluster analysis using the K-means clustering procedure was used to segment MOP consumers according to their dining needs. The results suggested three types of segments, namely Young family diners, Time saver diners and Experience seeker diners. Each segment was profiled according to three variables: demographics, influencing factors (reason for dining, dining companion and choice of restaurant) and eight dining experience factors. The relationship between these three variables differed between the three segments. This research indicated dining experience needs of MOP consumer segments. The contribution of this study is unique in that it is the first investigation of the dining needs of MOP consumers and the factors that are important to these consumers when choosing a dining experience in the context of different types of restaurant.

Keywords

• dining behaviour
• restaurant selection
• segmentation
• middle of the pyramid consumers (MOP)