Menu design and its influence on ordering intention

• Main Authors: Candra, David, Ong, Hui Qi, Wang, Xiao Ying
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Marketing::Consumer behavior
• Online Access: http://hdl.handle.net/10356/35471
• Institution: Nanyang Technological University

Although the importance of menu-engineering had been widely reported and discussed in the hospitality and restaurant marketing literature, specific elements of the menus and the extent of their effectiveness on ordering intention had not been extensively studied. The purpose of the study was to exam...