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Requirement
1- Write a report on Business Reseach Methodology in 1000 words with reference to Havard.
Solution
Brief Summary of Theory and Progression in the field
All the articles across all the different four articles have a similar there underlining its contents like the concept of conspicuous consumption or as also called luxury consumption. In the present day world, the consumption patterns of the luxury goods has taken a rise where the luxury dining is a big issue of status, prestige and class status of people, mostly urban (Teng and Chang 2013). The same can be said for other such luxury goods like branded clothing, jewelryetc. which gives the concept of elite in its brandings over regular consumption.
All the various other factors have reasons that may influence the consumption behavior. The other studies, however, suggest something which suggests that the usual behavior at times seeks change and new experiments to celebrate an occasion when the regular clients may choose a goods of more value (Ryu, Han and Jang 2010). Such occurrence of changes in the taste may also get the clients to the restaurants of new taste and experience of sensory nature.
Nevertheless, the study also suggests that the clients may look for a global exposure where the luxury products have a great efficiency to attract such clients. The global identity may make the client go for global goods or taste that any take them to a fine dining of a different cuisine. Thus the value and its perceptions along with the look for a new gratification people looks for a fine dining (Kainth and Verma 2013).
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Common Themes across four articles
The consumer’s intention to have a social standing or to communicate the similarities and the differences makes the choses of brands for them. The wealth, fashion, taste are few aspects that makes a client choose the fine dining. The global identity seeking gives the client a taste for being a part of the diversity and its richness. The purchases that make gives their choices the identity which they are looking for along with the taste for it. So the global association or the need for it keeps the people engaged in identification of the positive relationships that they make with the purchase. Again, the same gives them the intended social status, exposure and the needful elements of luxury in such dining. The needs to experiment with a new taste or style is the key reason that may attract a client towards the goods is their new look, taste and style that one loves to share or taste (Chen, Yeh and Huan2014). So the intent of display and the experience needs makes the consumption patterns for the clients in such dining outlets.
Different Themes
The difference of the themes in the articles are seen where the theme is centered around the need for the status, wealth, status display while the other is around the clients taste to experience something new (Teng and Chang 2013). The intent suggests or directs the behavior where the patterns of the upper class are different to the one who is choosing for the taste of it. So the taste takes them to a new dining outlet where they expect a new taste over the regular food that they eat. There the branding based on the social status or competition to show it to peers has its effects which also attracts the people who choose to use the service for the taste of it (Chen, Yeh and Huan2014). Hence one may be quiet regular to fine dining while for others it’s for a new experience.
So the branding would vary for the people of various background which the dining business managers needs to understand and implement. Thus the way the branding is done for the product or service effects the display of the brand to the people or target audiences. The purchase intents of the people are thus to be understood and acted upon. This keeps the branding and the contents along with the media selection well judged (Kainth and Verma 2013). The dining is a good sign of display of social status to some while it’s about the experience for others. The balance between the luxury and taste experience makes the purchase decisions. So such consumption is more of an experience of taste and experience over the usual dining where the taste and exposure of the restaurant is of more importance over the food and its contents or the value of it (Teng and Chang 2013).
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The study shows that the observation or the feel of it along with the social experience makes up the purchase decision for the clients. The motives of the person consuming is evident with their intents, purpose, behavior and motives. So the event of the client or the occasion makes them go for new food and taste which is different from one another. The convenience of the clients are of less of an issue in such cases of fine dining where the study can be divided among the various groups in terms of their social status, income or social standards (Kainth and Verma 2013). Nevertheless, the studies are based on the quantitative and qualitative methods where the clients as well as the business feedback for the reasons to choose fine dining is undertaken. The studies all points towards the generalized results where the taste experience and the social status are thought to be the key among various age groups and people of various backgrounds. The globalized identity seeking for the choice of a fine dining may had been studied with more depth in the articles.
Future research direction
The social goal to generate the status and for the generation of new experience has made the social goal of impressing others possible. Nevertheless, more research about the global identity in the taste selection for fine dining is needed to be studied in the future days.
The development of the typology for the consumers vising the restaurant needs more study and look for its global identity seeking strategy is needed to be more effective for the businesses branding needs a serious study. The influence and the peer factors for selection of fine dining may also be studied in the future to measure its effects.
Reference List
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Chen, H.B., Yeh, S.S. and Huan, T.C., 2014. Nostalgic emotion, experiential value, brand image, and consumption intentions of customers of nostalgic-themed restaurants. Journal of Business Research, 67(3), pp.354-360. (Link: https://www.researchgate.net/profile/Tzung-Cheng_Huan/publication/259509292_Nostalgic_emotion_experiential_value_brand_image_and_consumption_intentions_of_customers_of_nostalgic-themed_restaurants/links/5acf179fa6fdcc87840f6c02/Nostalgic-emotion-experiential-value-brand-image-and-consumption-intentions-of-customers-of-nostalgic-themed-restaurants.pdf)
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Kainth, J. and Verma, H. 2013. Perceived Value and Brand Loyalty in Fine Dining Service. International Journal of Service Science, Management, Engineering, and Technology, 4(1), pp.1-12. (Link: https://www.researchgate.net/profile/Harsh_Verma9/publication/276184871_Perceived_Value_and_Brand_Loyalty_in_Fine_Dining_Service/links/58be9ac3aca2727fdb7b5fca/Perceived-Value-and-Brand-Loyalty-in-Fine-Dining-Service.pdf)
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Ryu, K., Han, H. and Jang, S., 2010. Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry. International Journal of Contemporary Hospitality Management, 22(3), pp.416-432. (Link: https://www.researchgate.net/profile/Kisang_Ryu2/publication/235262263_Relationships_among_hedonic_and_utilitarian_values_satisfaction_and_behavioral_intentions_in_the_fast-casual_restaurant_industry/links/0f3175385cd461152e000000/Relationships-among-hedonic-and-utilitarian-values-satisfaction-and-behavioral-intentions-in-the-fast-casual-restaurant-industry.pdf)
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Teng, C.C. and Chang, J.H., 2013. Mechanism of customer value in restaurant consumption: Employee hospitality and entertainment cues as boundary conditions. International Journal of Hospitality Management, 32, pp.169-178. (Link: https://pdfs.semanticscholar.org/2b46/70dec951811e0e03f6f5e439ddd9d8b1d1bf.pdf)
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