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The Dining-Out Experience an Analysis of German Consumers' Perceptions of Italian Restaurants in Germany

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The Dining-Out Experience an Analysis of German Consumers' Perceptions of Italian Restaurants in Germany Master’s Degree in Management Final Thesis The Dining-Out Experience an Analysis of German Consumers' Perceptions of Italian Restaurants in Germany Supervisor Ch. Prof. Tiziano Vescovi Graduand Anna Cardinelli Matriculation number 877574 Academic Year 2019 / 2020 To my Family 1 INDEX INTRODUCTION .................................................................................................................... 4 Chapter 1. THE IMPACT OF PERCEIVED VALUE ON CROSS-CULTURAL CONSUMER BEHAVIOUR ................................................................................................... 7 1.1. Consumer decision-making process ........................................................................................... 7 1.2. Building perceptions and expectations: the Country-of-Origin Effect ......................................... 9 1.2.1. Product-Country match ....................................................................................................... 11 1.3. The perceived value.................................................................................................................... 14 1.4. Brand of Origin and consumer ethnocentrism ............................................................................ 21 1.4.1. The challenge of globalization ............................................................................................ 22 1.5. Expectations vs Performance: The Confirmation/Disconfirmation-paradigm ........................... 25 1.5.1. A modification to the model ................................................................................................ 26 1.6. The influence of culture on consumer behaviour ....................................................................... 27 1.6.1 National culture: High- and Low-Context Cultures ............................................................. 28 Chapter 2. ITALIAN CUISINE IN GERMANY ................................................................ 33 2.1. Made in Italy: a history of Italian tradition ................................................................................ 33 2.1.1 Italian agri-food system ........................................................................................................ 34 2.2. The evolution of the concept of “food” ...................................................................................... 35 2.2.1. The Meal Experience and the 5A model ............................................................................. 38 2.3. The German market .................................................................................................................... 41 2.3.1. The German customer ......................................................................................................... 43 2.3.2. Italy vs Germany: differences and similarities in consumer’s behavior .............................. 44 2.4. Authenticity and counterfeiting .................................................................................................. 48 2.4.1 Italian Sound Branding ......................................................................................................... 51 2.4.2. Real or fake Italian restaurants? .......................................................................................... 53 2.4.3. Contrasting imitations ......................................................................................................... 54 2.4.4. New emergent trends ........................................................................................................... 56 2 Chapter 3. MARKET RESEARCH ..................................................................................... 57 3.1. Introduction ................................................................................................................................ 57 3.2. Quantitative Research: Survey ................................................................................................... 58 3.2.1. Methodology ....................................................................................................................... 58 3.2.2. Demographics ...................................................................................................................... 60 3.2.3. The experience at the restaurant .......................................................................................... 64 3.2.4. Italy’s country and products image ..................................................................................... 74 3.2.5. Italian restaurants ................................................................................................................ 79 3.2.6 Consumer Ethnocentrism (CETSCALE) ............................................................................. 95 3.2.7. Post COVID-19 scenario ..................................................................................................... 97 3.2.8 Conclusion .......................................................................................................................... 100 3.3 Qualitative Research: Interviews ............................................................................................... 103 3.3.1 Methodology ...................................................................................................................... 104 3.3.2. The scenario: Italy and Germany ...................................................................................... 106 3.3.3. The development of Italian restaurants in Germany ......................................................... 108 3.3.4. Results: Southern Germany ............................................................................................... 110 3.3.5. Results: Northern Germany ............................................................................................... 116 3.3.6. Results: Berlin ................................................................................................................... 117 3.3.7. Recognition of authenticity ............................................................................................... 121 3.3.8. Post COVID-19 scenario ................................................................................................... 122 3.3.9. Conclusion ......................................................................................................................... 125 3.4. Final observations..................................................................................................................... 126 Chapter 4. CONCLUSION .................................................................................................. 128 APPENDIX A ....................................................................................................................... 135 APPENDIX B ........................................................................................................................ 145 REFERENCES ..................................................................................................................... 147 Bibliography .................................................................................................................................... 147 Sitography ....................................................................................................................................... 151 3 INTRODUCTION The research analyses how German consumers perceive the value delivered by Italian restau- rants in Germany during the Dining-Out Experience. It focuses on cross-cultural relations between Germany and Italy and considers the Country-of- Origin effect rising from Italy’s Country Image. Indeed, even though the two countries share a similar historical path, they are characterized by a different cultural background which differ- entiate their ways of communication and interpretation of signals. The current discussion about the increasing spread of Italian Sound Branding and non-authentic Italian restaurants made me reflect about the reasons why Made in Italy is still so overwhelmed by imitations nonetheless its prestige and recognized value. Made in Italy claims a great international reputation, but too many people are still not able to distinguish what is authentic from what is not. Why does it happen? Many studies focused on the importance of considering both COO effect and culture on con- sumer’s buying behavior analysis. The activity of dining-out is a real experience provided by restaurants. Whenever people decide to eat-out, the evaluation of the actual performance ends in a positive or negative feeling on the basis of both prior expectations built before the experi- ence and perceptions shaped during it. Guests’ perceptions are affected by some contextual factors which determine how cues and symbols are interpreted and evaluated. Food is no more just something to eat. It is an experien- tial good, a mean of communication which embeds cultural values. But, what does it happen if restaurants and people share a different cultural background? What if an Italian restaurant tries to approach local (German) people? Italy is a High-Context Culture (HCC) characterized by close interpersonal relationships and traditions, while Germany is a Low-Context Culture (LCC) based on well-defined rules and standards, which make information clear and available for almost everyone. From these thoughts emerge the two research questions of the thesis: (1) How German consumers perceive values embedded in Italian foods? Are they able to recognize authenticity?
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