Marketing-Santa Fe Grill SPSS Analysis - Essay Example

Marketing-Santa Fe Grill SPSS Analysis This analysis was conducted on data obtained from a survey conducted by proprietors of Santa Fe Grill Mexican Restaurant following an observation that the revenues, traffic flow, and sales were declining and the realization that they knew only the basics about their customers. A marketing research company was identified and contracted to design a self-administered survey to collect the needed data, whose results are presented hereunder. A few questions of interest have been analyzed with an aim of determining the factors that influence the respondents’ decision on eating at Santa fee restaurant or at the competitor’s restaurant Jose's Southwestern Café. Summary statistics for some questions of interest are presented hereunder. The main objectives of this survey were as follows; 1. To identify the factors people consider important in making casual dining restaurant choice decisions. 2. To determine the characteristics customers use to describe the Santa Fe Grill and its competitor Jose’s Southwestern Café. 3. To develop a psychographic/demographic profile of the restaurant customers. 4. To determine the patronage and positive word-of-mouth advertising patterns of the restaurant customers. 5. To assess the customer’s willingness to return to the restaurant in the future. 6. To assess the degree to which customers are satisfied with their Mexican restaurant experiences. Demographic background characteristics of customer for both restaurants are presented below. Distribution of males and females by restaurant Figure 1 shows the distribution of males and female customers in both restaurants. From the graph, we can see that the number of male customers is higher than female customers for both restaurants. Figure 1: Distribution of males and females by restaurant Frequency of eating at either restaurant The average frequency of eating at Jose's Southwestern Café was about 4 days per week while at Santa Fe Grill was approximately 3 days per week. Table 1 provides a breakdown of respondents’ frequency of eating for the two restaurants. 33.6% of respondents very frequently had meals at Jose's Southwestern Café as compared to 15.8% that very frequently had meals at Santa Fe grill. This is a confirmation of the dwindling customers for Santa fee grill. Table 1-- Frequency of Eating either at Jose's Southwestern Café or Santa Fe Grill Favorite Mexican Restaurant Frequency Percent Valid Percent Jose's Southwestern Cafe Valid Very Infrequently 3 2.0 2.0 Somewhat Infrequently 8 5.3 5.3 Occasionally 58 38.2 38.2 Somewhat Frequently 32 21.1 21.1 Very Frequently 51 33.6 33.6 Total 152 100.0 100.0 Santa Fe Grill Valid Very Infrequently 49 19.4 19.4 Somewhat Infrequently 62 24.5 24.5 Occasionally 43 17.0 17.0 Somewhat Frequently 59 23.3 23.3 Very Frequently 40 15.8 15.8 Total 253 100.0 100.0 Distribution of age by restaurant The pie charts below show the distribution of age by type of restaurant. From the chart, we can see that majority of the customers are aged between 35 and 49. This is true for both Santa Fe Grill and Jose’s Southwestern Café restaurant. To be noted is the fact that Santa Fe has fewer customers aged between 26 and 43 than its competitor. Number of children at home by restaurant Table 1c below shows the distribution of the number of children customers have at home for the two restaurants. This factor is believed to influence the type of restaurant one chooses to dine at. From the results, we can see that majority of Jose's Southwestern Cafes’ customers (44.7%) have 1-2 children at home whereas the case of Santa Fe Grill majority of their customers have no children at home. Table 1c: Cross tabulation of number of children at home with restaurant X33 -- Number of Children at Home Total No Children at Home 1-2 Children at Home More Than 2 Children at Home No Children at Home Mexican Restaurant Most Recently Eaten At . . . Jose's Southwestern Cafe Count 55 68 29 152 % within Mexican Restaurant Most Recently Eaten At . . . 36.2% 44.7% 19.1% 100.0% Santa Fe Grill Count 135 39 79 253 % within Mexican Restaurant Most Recently Eaten At . . . 53.4% 15.4% 31.2% 100.0% Total Count 190 107 108 405 % within Mexican Restaurant Most Recently Eaten At . . . 46.9% 26.4% 26.7% 100.0% In order to see if there is an association between number of children at home and restaurant, a Pearson chi square test was done and the results presented in table 1d show that at 5% level of significance, this association exists and it’s statistically significant. Table 1d: Chi square test of association Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 42.124(a) 2 .000 Likelihood Ratio 41.317 2 .000 Linear-by-Linear Association .345 1 .557 N of Valid Cases 405 a 0 cells (.0%) have expected count less than 5. The minimum expected count is 40.16. Perception on how friendly employees are at a respondent’s favorite restaurant Table 1e presents results of a cross tabulation of employee friendliness and restaurant. From the summary statistics we learn that majority of customers at Santa Fe Grill (40.7%) disagree that the employees of the restaurant are friendly. This is contrary at Jose’s Café where majority of customers (84.2%) strongly agree that the employees are friendly. A chi square test found this association to be very significant (p-value=0.000) Table 1e: Customers perception on friendliness of employees at either restaurant Mexican Restaurant Most Recently Eaten At . . . Total Jose's Southwestern Cafe Santa Fe Grill Jose's Southwestern Cafe X12 -- Friendly Employees Strongly Disagree Count 0 6 6 % within X12 -- Friendly Employees .0% 100.0% 100.0% % within Mexican Restaurant Most Recently Eaten At . . . .0% 2.4% 1.5% 2 Count 0 103 103 % within X12 -- Friendly Employees .0% 100.0% 100.0% % within Mexican Restaurant Most Recently Eaten At . . . .0% 40.7% 25.4% 3 Count 6 44 50 % within X12 -- Friendly Employees 12.0% 88.0% 100.0% % within Mexican Restaurant Most Recently Eaten At . . . 3.9% 17.4% 12.3% 4 Count 18 100 118 % within X12 -- Friendly Employees 15.3% 84.7% 100.0% % within Mexican Restaurant Most Recently Eaten At . . . 11.8% 39.5% 29.1% 5 Count 128 0 128 % within X12 -- Friendly Employees 100.0% .0% 100.0% % within Mexican Restaurant Most Recently Eaten At . . . 84.2% .0% 31.6% Total Count 152 253 405 % within X12 -- Friendly Employees 37.5% 62.5% 100.0% % within Mexican Restaurant Most Recently Eaten At . . . 100.0% 100.0% 100.0% Perception on how reasonable the prices are at a respondent’s favorite restaurant From results in table 2a below, it’s observed that majority of customers (52.6%) at Jose's Southwestern Café were uncertain whether prices are reasonable or not whereas majority of customers (29.6%) at Santa Fe Grill restaurant strongly agree that the prices are reasonable (Ciaran, et al., 2009). Table 2a: Cross tabulation of restaurant with reasonable prices X16 -- Reasonable Prices Total 2 3 4 5 6 2 Mexican Restaurant Most Recently Eaten At . . . Jose's Southwestern Cafe Count 0 36 80 18 18 152 % within Mexican Restaurant Most Recently Eaten At . . . .0% 23.7% 52.6% 11.8% 11.8% 100.0% Santa Fe Grill Count 35 30 44 69 75 253 % within Mexican Restaurant Most Recently Eaten At . . . 13.8% 11.9% 17.4% 27.3% 29.6% 100.0% Total Count 35 66 124 87 93 405 % within Mexican Restaurant Most Recently Eaten At . . . 8.6% 16.3% 30.6% 21.5% 23.0% 100.0% A chi square test was done to find out if there is a significant association between restaurant and pricing. From results presented in table 2b, the p-value of 0 is highly significant at 5% level of significance. This means that there is an association between restaurant and pricing. Table 2b: Chi-square test for association Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square 91.321(a) 4 .000 Likelihood Ratio 103.653 4 .000 Linear-by-Linear Association 7.680 1 .006 N of Valid Cases 405 a 0 cells (.0%) have expected count less than 5. The minimum expected count is 13.14. On average, the respondents’ score on their perception on how reasonable the prices were was 4 on the likert scale for both restaurants -an indication that they were more neutral with their scoring. A t-test for whether there is a significant difference in the likert score from 6 (Strongly Agree) between the two restaurants revealed that there was a significant difference in perception about prices, hence respondents did not agree with the fact that the prices were reasonable (Table 2c) Table 2c: One-Sample Test One-Sample Test Favorite Mexican Restaurant Test Value = 6 t df Sig. (2-tailed) Jose's Southwestern Cafe X16 -- Reasonable Prices -25.613 151 .000 Santa Fe Grill X16 -- Reasonable Prices -17.574 252 .000 A cross tabulation of freshness of food and restaurant was done and the results show that Santa Fe Grill lags behind with majority of customers (43.4%) are uncertain about freshness of the food. For Jose's Southwestern Café, majority of customers (68.4%) strongly agree that the food is fresh. Mexican Restaurant Most Recently Eaten At . . . * X15 -- Fresh Food Cross tabulation X15 -- Fresh Food Total Disagree uncertain Agree Strongly Agree Disagree Mexican Restaurant Most Recently Eaten At . . . Jose's Southwestern Cafe Count 0 6 42 104 152 % within Mexican Restaurant Most Recently Eaten At . . . .0% 3.9% 27.6% 68.4% 100.0% Santa Fe Grill Count 85 87 18 63 253 % within Mexican Restaurant Most Recently Eaten At . . . 33.6% 34.4% 7.1% 24.9% 100.0% Total Count 85 93 60 167 405 % within Mexican Restaurant Most Recently Eaten At . . . 21.0% 23.0% 14.8% 41.2% 100.0% A cross-tabulation of the respondents’ gender and whether they recall seeing an advertisement in the past 60 days for Santa Fe Grill and restaurant is provided in table 3. From the table, of the respondents that did not recall seeing an advertisement in the past 60 days, 68.8% were males while for those that recalled seeing an advertisement in the past 60 days, 73.3% were males (Barker & Harraway, 2005). Therefore more males recalled seeing an advertisement as compared to those that did not see it, while for females a higher number of female could not recall seeing an advertisement in the past 60 days. Table 3: Crosstab of gender and recall seeing Ad X31 -- Ad Recall * X32 -- Gender Cross tabulation Favorite Mexican Restaurant X32 -- Gender Male Female X31 -- Ad Recall Do Not Recall Ads Santa Fe Grill Count 143 65 Expected Count 144.7 63.3 % within X31 -- Ad Recall 68.8% 31.3% Recall Ads Santa Fe Grill Count 33 12 Expected Count 31.3 13.7 % within X31 -- Ad Recall 73.3% 26.7% Total Santa Fe Grill Count 176 77 Expected Count 176.0 77.0 % within X31 -- Ad Recall 69.6% 30.4% A chi square test for the association between the respondent’s gender and whether they recalled seeing an advertisement on Santa Fe grill in the past 60 days indicated that there was no evidence of this association (Table 4) Table 4: Chi square test for Santa Fe Grill Chi-Square Tests Favorite Mexican Restaurant Value df Asymp. Sig. (2-sided) Santa Fe Grill Pearson Chi-Square .367a 1 .545 Continuity Correctionb .183 1 .669 Likelihood Ratio .374 1 .541 Fisher's Exact Test Linear-by-Linear Association .366 1 .545 N of Valid Cases 253 Cross tabulation of the distance travelled to get to Santa Fe restaurant by gender is presented in table 5. 86% of those who had to walk for less than a mile were males and at the same time, 63% of respondents who had to walk over five miles to Santa Fe grill were males. In most instances, more females had to walk for over one mile to Santa fee grill (Field, 2009). Table 5: Cross tabulation if distance travelled by gender x30 -- Distance Driven to Restaurant * X32 -- Gender Cross tabulation X32 -- Gender Total Male Female Male x30 -- Distance Driven to Restaurant Less than 1 mile Count 89 27 116 % within x30 -- Distance Driven to Restaurant 76.7% 23.3% 100.0% % within X32 -- Gender 33.7% 19.1% 28.6% 1 -- 5 miles Count 72 56 128 % within x30 -- Distance Driven to Restaurant 56.3% 43.8% 100.0% % within X32 -- Gender 27.3% 39.7% 31.6% More than 5 miles Count 102 58 160 % within x30 -- Distance Driven to Restaurant 63.8% 36.3% 100.0% % within X32 -- Gender 38.6% 41.1% 39.5% 200 Count 1 0 1 % within x30 -- Distance Driven to Restaurant 100.0% .0% 100.0% % within X32 -- Gender .4% .0% .2% Total Count 264 141 405 % within x30 -- Distance Driven to Restaurant 65.2% 34.8% 100.0% % within X32 -- Gender 100.0% 100.0% 100.0% A Pearson chi square test for the significance of the association between gender and the distance walked to Santa Fe grill restaurant reveals that there is a significant association between these two aspects (Table 6). Table 6: Pearson chi square Chi-Square Tests Favorite Mexican Restaurant Value df Asymp. Sig. (2-sided) Santa Fe Grill Pearson Chi-Square 16.945a 2 .000 Likelihood Ratio 18.390 2 .000 Linear-by-Linear Association 11.153 1 .001 N of Valid Cases 253 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 23.13. A t-test on whether there was a significant difference in the average satisfaction of respondents with Santa Fe Grill between males and females was conducted as presented in table 7   Levene's Test for Equality of Variances   F Sig. Equal variances assumed 19.8 0.000 Equal variances not assumed     Table 7: T test Independent Samples Test Favorite Mexican Restaurant t-test for Equality of Means t df Sig. (2-tailed) Santa Fe Grill X22 -- Satisfaction Equal variances assumed 3.882 251 .000 Equal variances not assumed 4.241 179.954 .000 Independent Samples Test Favorite Mexican Restaurant t-test for Equality of Means Mean Difference Std. Error Difference Santa Fe Grill X22 -- Satisfaction Equal variances assumed .517 .133 Equal variances not assumed .517 .122 There is evidence of a significant difference between males and females regarding their satisfaction with Santa Fe Grill (P-value is 0.000) A final analysis entailed comparing the mean responses across the two restaurants Santa Fe Grill and Jose's Southwestern Café regarding the respondents’ satisfaction, whether they were likely to return to the particular restaurant in the future, and whether they are likely to recommend the restaurant to a friend (Barker & Harraway, 2005). Descriptive summaries for these variables of interest stratified by gender are presented in table 8. Table 8: Descriptive statistics X32 -- Gender N Mean Std. Deviation Male X22 -- Satisfaction Jose's Southwestern Cafe 88 4.75 .974 Santa Fe Grill 176 4.70 1.034 Total 264 4.72 1.013 X23 -- Likely to Return Jose's Southwestern Cafe 88 4.32 1.209 Santa Fe Grill 176 4.29 .710 Total 264 4.30 .905 X24 -- Likely to Recommend Jose's Southwestern Cafe 88 3.23 1.162 Santa Fe Grill 176 3.78 .861 Total 264 3.60 1.005 Female X22 -- Satisfaction Jose's Southwestern Cafe 64 6.08 .878 Santa Fe Grill 77 4.18 .823 Total 141 5.04 1.270 X23 -- Likely to Return Jose's Southwestern Cafe 64 5.84 .781 Santa Fe Grill 77 3.88 1.051 Total 141 4.77 1.354 X24 -- Likely to Recommend Jose's Southwestern Cafe 64 5.23 .988 Santa Fe Grill 77 3.22 1.059 Total 141 4.13 1.435 From the descriptive statistics table, there seems to be on average similar scores on the likert scale for male respondents in both restaurants, while for female respondents, there seems to be a difference in the average scoring on the likert scale. In particular, female respondents from Jose’s Southwestern café give a higher score as compared to those in Santa Fe restaurant. Where by a higher score for satisfaction means that female customers are more satisfied with the Mexican restaurant experience at Santa Fe restaurant than Jose’s Southwestern café (Field, 2009). As for whether the customers are likely to return to the restaurant or recommend the restaurant, female customer at gave a higher score for Santa Fe restaurant than Jose’s Southwestern café. This implies that they are more likely to return or recommend Santa Fe restaurant. Further analysis was done to find out if these differences in satisfaction, likely to return or recommend either restaurant were statistically significant especially for females. Comparisons were done using analysis of variance and the results presented in table 9(Field, 2009). Table 9: ANOVA Males and Females ANOVA X32 -- Gender Sum of Squares df Mean Square F Sig. Male X22 -- Satisfaction Between Groups .153 .149 .153 .149 .700 Within Groups 269.540 1.029 Total 269.693 X23 -- Likely to Return Between Groups .047 .058 .047 .058 .810 Within Groups 215.313 .822 Total 215.360 X24 -- Likely to Recommend Between Groups 18.189 19.275 18.189 19.275 .000 Within Groups 247.250 .944 Total 265.439 Female X22 -- Satisfaction Between Groups 125.681 174.585 125.681 174.585 .000 Within Groups 100.064 .720 Total 225.745 X23 -- Likely to Return Between Groups 134.352 152.591 134.352 152.591 .000 Within Groups 122.386 .880 Total 256.738 X24 -- Likely to Recommend Between Groups 141.709 134.242 141.709 134.242 .000 Within Groups 146.731 1.056 Total 288.440 From the results of Analysis of Variance stratified by gender, for males, there was no significant difference in customer satisfaction or likelihood to returning to their favorite restaurants in both restaurants (Santa Fe grill and Jose’s Southwestern Café). The respective p-values were 0.7 and 0.81 respectively. However, there was a significant difference in the males who were likely to recommend either Santa Fe grill or Jose’s Southwestern Café to their friends (P-value is 0.000). This is in agreement with the observations from table 8 whereby the mean response on the likert scale for males was quite similar for the first two questions but was slightly different for how likely it was for them to recommend the restaurant to their friends. As was evident from the descriptive statistics in table 8, there was a significant difference between responses for females in the two restaurants. In particular, all p-values for the three questions namely how satisfied are you with the restaurant, how likely are you to return to the restaurant in future and how likely are you to recommend the restaurant to your friends was 0.000, indicating a significant difference in the responses obtained from females from both restaurants. Fitting a multiple regression model Before fitting a multiple regression model to find out which factors affect customers willingness to return to the restaurant, we investigate the correlation between willingness to return and other factors. This helps in identifying which factors are highly correlated and thus can be included in the model. Table 10 shows the correlation between whether the customer is likely to return to the restaurant and friendliness of the employees. From the results the correlation is significant (p-value=0.000) Table 10: Correlation between likely to return and friendly employees Correlations X23 -- Likely to Return X12 -- Friendly Employees Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .350(**) Sig. (2-tailed) . .000 N 405 405 X12 -- Friendly Employees Correlation Coefficient .350(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). Table 11 presents results of correlation between likelihood of the customer to return and freshness of the food. As expected, this correlation is moderate and highly significant at 5% level of significance. Table 11: Correlation between likely to return and freshness of food Correlations X23 -- Likely to Return X15 -- Fresh Food Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .500(**) Sig. (2-tailed) . .000 N 405 405 X15 -- Fresh Food Correlation Coefficient .500(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). Correlation between likelihood of the customer to return and reasonable prices was carried out and it’s significant meaning that these two variables are highly correlated as show in table 12 Table 12: Correlation between likely to return and reasonable prices Correlations X23 -- Likely to Return X16 -- Reasonable Prices Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .308(**) Sig. (2-tailed) . .000 N 405 405 X16 -- Reasonable Prices Correlation Coefficient .308(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). The correlation between likelihood of the customer to return and attractive interior are highly correlated as shown in table 13. This is expected since people always want to eat in places that are neat and well kept. Table 13: Correlation between likely to return and attractive interior Correlations X23 -- Likely to Return X17 -- Attractive Interior Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .302(**) Sig. (2-tailed) . .000 N 405 405 X17 -- Attractive Interior Correlation Coefficient .302(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). From results in table 14, a significant correlation exists between likelihood of the customer to return and gender. Table 14: Correlation between likely to return and gender Correlations X23 -- Likely to Return X32 -- Gender Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .200(**) Sig. (2-tailed) . .000 N 405 405 X32 -- Gender Correlation Coefficient .200(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). A significant correlation can be observed between likelihood of the customer to return and number of children at home as shown in table 15. Table 15: Correlation between likely to return and number of children at home Correlations X23 -- Likely to Return X33 -- Number of Children at Home Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .542(**) Sig. (2-tailed) . .000 N 405 405 X33 -- Number of Children at Home Correlation Coefficient .542(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). As expected there exists a highly significant correlation between the likelihood of the customer to return to a restaurant and their income. If the customer finds the restaurant quite expensive for their income then they will most likely not return to that restaurant. Table 16: Correlation between likely to return and income Correlations X23 -- Likely to Return X35 -- Income Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 .543(**) Sig. (2-tailed) . .000 N 405 405 X35 -- Income Correlation Coefficient .543(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). There is a significant correlation between likelihood to return to a restaurant and type of restaurant. Of importance to note is that this correlation is negative. This means that as compared to Jose's Southwestern Café, Santa Fe Grills’ customers are less likely to return. Table 17: Correlation between likely to return and restaurant. Correlations X23 -- Likely to Return Mexican Restaurant Most Recently Eaten At . . . Spearman's rho X23 -- Likely to Return Correlation Coefficient 1.000 -.312(**) Sig. (2-tailed) . .000 N 405 405 Mexican Restaurant Most Recently Eaten At . . . Correlation Coefficient -.312(**) 1.000 Sig. (2-tailed) .000 . N 405 405 ** Correlation is significant at the 0.01 level (2-tailed). All the factors considered above that are significantly correlated with likelihood of the customer to return will be used in a multiple regression model to find out those that significantly explain the likelihood of a customer to return to a particular restaurant. This is a very important question for management. Multiple regression model for likelihood to return Results from a multiple regression model for likelihood to return indicate that all the factors significantly influence likelihood of the customer to return to the restaurant apart from friendly employees and type of restaurant. This means that there are other factors like freshness of food, speed of delivery that customers find important than whether the restaurant is Jose's Southwestern Café or Santa Fe Grills. Table 18: Multiple regression Coefficients (a) Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta B Std. Error 1 (Constant) .103 .430 .240 .810 X12 -- Friendly Employees .036 .088 .040 .416 .678 X15 -- Fresh Food .401 .046 .435 8.661 .000 X16 -- Reasonable Prices .172 .036 .193 4.785 .000 X32 -- Gender .498 .091 .215 5.452 .000 X35 -- Income 2.09E-006 .000 .166 4.291 .000 X21 -- Speed of Service .144 .039 .266 3.732 .000 santa .153 .167 .067 .916 .360 A Dependent Variable: X23 -- Likely to Return Santa Fe Grills’ competitive advantages and areas of improvement As earlier observed in the descriptive statistics, the significant difference found between the two restaurants with regards to satisfaction with Mexican restaurant experience, likelihood of the customer to return or recommend the restaurant to friends and family is in favor of Santa Fe Grill for females. This is because female scores on average were higher for Santa Fe Grill for all the three questions. This is an advantage for Santa Fe restaurants since it shows that their customers are satisfied and they would recommend the restaurant to others. Of significant importance is the perception on the freshness and the taste of the food in which Santa Fe Grill is lagging behind San Jose Southwestern Café. As discovered in the model, freshness of food significantly affects the likelihood of a customer to return to a restaurant. The implications for this finding is that management should consider ways to improve the taste of the food, this could include measures such as revamping the ingredients of the food, and improving supply chains so that the ingredients could be brought to the restaurant earlier and in a fresher state. It was also observed that there were more respondents strongly agreeing that the prices charged by San Jose Southwestern Café are more reasonable than those of Santa Fe Grill. This implies that management at Santa Fe Grill should review prices of their services so as to match with their competitor. This will help in influencing the customers to return to Santa Fe Grill restaurant. The results found suggest that the customers who visit Santa Fe are generally families with two or more children living at home. The researcher believes that the decision to eat in Santa Fe Grill could be motivated more by pleasing the children when considering that the respondents remembered Santa Fe Grill’s advertisements better than the competitor. Further research was done to determine the age group of the regular patrons of the restaurant- For example; Santa Fe Grill appeals more to young children and teenagers (18-25) than its competitor. This research would be useful in helping the company design more targeted advertising to appeal to that particular age group. Those customers who have visited either Santa Fe Grill or San Jose Southwestern Café have generally found a Perceptions factor to be particularly significant: the overall experience with the employees. Santa Fe Grill appears to be lagging behind its competitor on this measure and the results of the study showed that San Jose Southwestern Café was perceived to have more efficient employees (friendly employees). This researcher therefore believes that Santa Fe Grill management should consider increasing their efforts in training their employees to work more efficiently and approach the customer with a friendlier attitude. References Barker, R. J. & Harraway, J. A., 2005. Statistics in the workplace: A survey of use by recent. Statistics Education Research Journal, 4(2), p. 44. Bayo, L., 2003. Categorical data analysis with sas and spss application. New Jersey: Lawrence Erlbaum Associates. Ciaran, A., Miller , R., Fullerton, D. & Maltby, J., 2009. SPSS for Social Scientists. Second Edition ed. s.l.:Palgrave Macmillan. Field, A., 2009. Discovering Statistics Using SPSS. 3rd Edition ed. s.l.:Sage. Read More