Consumers' Perception of Menu Card Quality: The Case of Istanbul Province

Authors : Zeynep Bakkaloğlu, Aslı Aksoy

Pages : 293-305

View : 64 | Download : 57

Publication Date : 2024-07-05

Article Type : Research Paper

Abstract :The menu/menu card is an important element for communication and marketing of a food and beverage business. Besides, menus help customers to decide their dining selection. Today, with the increasing importance of digitalization in our lives, menus have started to be announced/presented with various materials such as menu card, digital menu, sign board, writing on the board. These materials can affect the perception of quality. Usage preferences and perception of menu card quality may vary according to the demographic characteristics of consumers. In this study, it is aimed to investigated the menu card quality perception of consumers over the age of 18 living in Istanbul during the December 2023. The evaluation of the questions in the questionnaire study was used with a five-point Likert scale. Data from 438 completed questionnaires were analysed and the responses of the participants to the survey questions analyzed in SPSS 24.0 (Statistical Package for the Social Sciences) program. Reliability analysis, factor analysis, t-test and ANOVA tests were used. According to the results obtained, 65.3% of participants preferred traditional menus and hygiene is the major factor for menu card quality. The findings also show that there was significant effect of age groups on content and sustainability sections. In line with these results, it is thought that it would be beneficial for food and beverage businesses to (re)design their menu cards.
Keywords : Kalite algısı, Menü çeşitleri, sürdürülebilirlik, restoranlar