Abstract

The study was carried out to determine consumers’ choice of formal full-service restaurants in Ghana. Survey was employed and data were collected using questionnaire. Fifty (50) consumers were selected for the study using the systematic sampling technique. Descriptive and inferential statistics were employed to analyse data gathered. The findings revealed that, all the variables in the study influence consumers’ choice of formal full-service restaurants. However, the  most important  factors in order of ranking were: food quality and taste of food, variety of menu items, product/menu price, service quality, location of restaurants, dining environment, restaurant brand popularity, prompt service, staff cooperation and parking space were major factors that influence consumers’ choice of formal full service restaurants. The study further, established that consumers demographic profiles influence their choice of formal full-service restaurant. This study, the first of its kind in Ghana, is important as it is expected to expand literature on the extent of relationship between demographic factors and consumer's choice of  full -service restaurant to  hospitality educators and hospitality practitioners. This study recommend that hospitality operators should  focus  more on food quality  as well as all the attributes examined in the study in order to meet the expectations of their consumers.

Key words: Consumers, formal full-service restaurants, attributes, hedonic customers, selection.