Consumers' behavior in the food and beverage industry through data mining

The technical entry barrier of the food and beverage industry is low and therefore, it is often the first choice for entrepreneurial. However, due to the ease of imitations and fierce competition, short-lived restaurants and closures are nothing new. Restaurants are faced with many uncertainties because their consumers come far and wide and the information is asymmetric. This study collected data with a questionnaire survey, and the questionnaire consisted of three parts: (1) the measurement of the personal data of consumers; (2) the attributes of service quality provided by restaurants with assessments provided by consumers after meals; this section is to gain an understanding of the levels of customers' satisfactions as a whole; (3) the relevant consumption experience of customers. This study focused on the items outlined by the survey SERVQUAL on service quality. Meanwhile, other important items based on the characteristics of the food and beverage industry were included, in order to facilitate the research and analysis with better accuracy. An analysis of SPSS was performed so as to derive an accurate analysis result. The behaviour of consumers of restaurants was examined by exploring the correlation and influence of the following three constructs:(1) To understand the correlation of ‘personal data variables’ and ‘relevant consumption experience’ of consumers of restaurants;(2) To analyze the influence of ‘personal data variables’ and ‘perceived service quality’ of customers;(3) To validate the correlation between ‘marketing mixes’ of restaurants and ‘customers' satisfaction’.