3.3.4. Eating out at a restaurant
The majority of subjects viewed eating out as a meal
solution only suitable for the weekend (Fig. 5). Restaurant
meals were found to be too demanding in terms of time and
money to be consumed on a normal weekday. Nevertheless,
they were seen as a means of achieving valued ends
like pleasure (through the enjoyment of both food and location),
family harmony (through an increased level of socialisation
during meal time) and excitement/adventure (by creating the opportunity to come in contact with different
eating cultures). These results support the assumption that,
for Dutch consumers, eating out is more valued by its recreational
aspects than by its convenience or functionality,
being therefore reserved for special occasions or weekends
only (Verlegh & Candel, 1999).
3.3.4. Eating out at a restaurant
The majority of subjects viewed eating out as a meal
solution only suitable for the weekend (Fig. 5). Restaurant
meals were found to be too demanding in terms of time and
money to be consumed on a normal weekday. Nevertheless,
they were seen as a means of achieving valued ends
like pleasure (through the enjoyment of both food and location),
family harmony (through an increased level of socialisation
during meal time) and excitement/adventure (by creating the opportunity to come in contact with different
eating cultures). These results support the assumption that,
for Dutch consumers, eating out is more valued by its recreational
aspects than by its convenience or functionality,
being therefore reserved for special occasions or weekends
only (Verlegh & Candel, 1999).
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