Journal of Business & Economic Policy

Why Consumers Go to All-You-Can-Eat Buffets?
Ya-Hui Wang, Li-Hui Lin

Abstract
All-you-can-eat buffet is a popular meal-serving system for people who want a wide variety of food and like to eat a lot. This study uses means-end chain (MEC) method and the laddering interviewing methodology to derive the goals relevant to all-you-can-eat restaurant consumers, as well as the interrelations among goals. The research findings show that “food quality”, “variety”, “environment”, “price” and “food quantity” are the most important attributes. At the consequence level, “worth more than its cost”, “affect appetite”, “health”, “a feeling of satiety”, “revisit” and “delicious foods “are the major benefits for consumers. Finally, personal values that consumers most want to pursue are “happiness”, “satisfaction” and “sense of value”.

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