With the awakening of female consciousness and gradual economic dependence of modern women, women have increasing purchasing power and often act as a primary maker of purchase decisions in the household. Among the numerous factors affecting consumers’ purchase decisions, store image is known to have a considerable impact. This study used female restaurant consumers from all age groups as the subjects and conducted a questionnaire survey based on snowball sampling. A total of 398 valid responses were obtained. Descriptive statistics was applied to explore the differences in factors considered by female consumers of different statuses (non-mother / mother) in restaurant choice.
Results indicated that the proposed hypothesis that “there are differences between non-mother and mother female consumers in their rating of importance of restaurant store image” was partially supported. The main differences between these two groups were: non-mother female consumers tended to have more spare time to enjoy restaurant services; mother female consumers had to consider the needs of accompanying children in addition to their personal preferences; the meals provided by the restaurant were an important factor for both groups. Based on findings, this study proposed suggestions, which can be a reference for restaurant operators when developing marketing strategies to attract female consumers.