Descriptive statistics of the sample
Table I gives the demographic details of the respondents based on two
different groups, FT and FC. The proportion of male and female customers was
split roughly evenly into both groups. The largest group of respondents were single
(61 percent) and aged between 21 and 30 years old (30.8 percent) in the FC group, and
were married (55.7 percent) and aged between 31 and 40 years old (31.8 percent) in the
FT group. In addition, most respondents had a university education or above in both
groups, and about one-half of the participants had a monthly income of less than NT
$30,000 (FT customers group ¼ 53.6 percent; FC group ¼ 57.4 percent).
As shown on Table II, respondents in both groups indicated that themain reason for
dining-out was as a social activity (FT group ¼ 48 percent; FC group ¼ 53 percent),
and then for reasons of convenience (FT group ¼ 29.8 percent; FC
group ¼ 38.6 percent). However, the third main reason for dining-out for the FT
group was as a celebration (12.6 percent), while for FC it was for business purposes
(5 percent). In addition, almost half the respondents in both groups said that they
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