Behavior of the Peruvian Consumer Towards American Casual Dining Restaurant Chains

Consumer behavior is changing rapidly and with this companies have to be constantly updating and improving their products and services for customer satisfaction and loyalty. The present investigation has the objective of identifying the most predominant factors in the behavior of the Peruvian consumer towards American Casual Dining Restaurant Chains. A descriptive and non-experimental design investigation was carried out. Likewise, the selected sample was 390 consumers, to whom a survey was applied. The results show that a cultural level does not recognize being influenced in their purchasing behavior; at a social level, they distinguish that the comments or testimonies given by their families and/or friends are relevant; at a personal level, more than half of salary income and economic situation influence consumption; finally, psychologically, they allude to the comfort, location and quality of the restaurant. It is concluded that cultural, social, personal and psychological factors have a strong influence on consumer behavior and should be considered by restaurants in order to grow the business.