A tale of two bars : identifying the main factors affecting bar patronage

Abstract

The main reason behind the purpose of this dissertation is to investigate why consumers choose to patronise one particular bar rather than another. This research explores the major factors that entice consumer patronage in a real setting in Malta between two specific seemingly rival bars in St Julian’s. Apart from analysing the reinforcement of already existing patronage factors, this study searches for new, underlying reasons which may be present in affecting bar patronage. To explore participants’ reasoning and subjective opinions, the study being carried out is a qualitative one being conducted through one-to-one, semi-structured interviews. A sample number of patrons from each bar were randomly chosen to participate and were asked a number of questions which intrigued them to express their loyalty and attachment towards the particular bar. The following results have showed that some known factors of patronage are in fact true in such scenario, therefore reinforcing the popularly known attributes which a number of literatures already express. Nevertheless, some other determinants which are not as common have also been found to have an effect on patronage in such setting.