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Campo Grande, Brazil

The objective of this study was to assess the degree of influence of restroom cleanliness in the choice of restaurant by the Brazilian consumers. More specifically, it was aimed to establish a relationship between restroom cleanliness and consumer behavior, as well as to determine which factors of restroom cleanliness are more influential in restaurant choice. Thus, a quantitative-descritive study involving 100 residents of the urban area of Campo Grande, capital of Mato Grosso do Sul State, who attend commercial restaurants and who belonged to A, B, C, D and E classes, was made during May 2011. Data were analyzed with descriptive statistics and factor analysis by using the Minitab Software. Main results showed that both, restroom cleanliness as well of the restaurants' cleanliness in general, are important variables influencing the consumer choice and also their return intention. Moreover, the perception of consumers had a positive relationship with age and economic class, showing that the level of requirement is higher among older people and higher income. Four factors linked to the restroom cleanliness were identified: Physical infrastructure (Factor 1), Dirty restroom (Factor 2), Lack of basic materials (Factor 3) and Extreme conditions (Factor 4). Factor 4 was considered the most important to consumers, followed by Factor 2. Factor 3 was the third most important and was significantly correlated with age, gender and income variables, and also proved to be relevant to explain the return intention. Factor 1 was less relevant for consumers in the sample, but it showed a significant relationship with the income. Source

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