Effecting of electronic-tablet-based menu and its impact on consumer choice behavior (An empirical study in Iranian restaurant)

Study the consumer behavior has been always of great interest to researchers, specifically, when the researchers want to study the choice behaviors of customers with instant purchase. The aim of current study is to affect customer choice behaviors by making several changes in e. menu design, exactly when they want to order their interest food. This study is experimental and has been conducted in Iran. In this research, one restaurant was selected and by making four changes in price, layout, images and inserting calories in restaurant e. menu, the behaviors of 1000 customers in 5 non-consecutive weeks, were examined. The results showed that targeted changes in the restaurant menu under the study had a significant influence on consumer's behavior. The findings also proved that insert the image on the menu, had a direct relationship with consumer's choice of the same type of food. This variable has caused the greatest amount of sales.