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This study aims to identify the relationship of the menu design, more specifically the complex descriptions of items, in the expectation of quality of the product compound (menu) of the company Comfort Chef and in relation to the pricing in the purchase decision of the consumer. For data collection, an online platform was used with old and potential clients of the company. Quantitative research performed the univariate analysis, by means of the frequency. Corroborating with the existing literature, one could verify that the complex description of the items affects the perception of quality and the price expectations of the menu. In this context, the study points to the influence of menu design on sales, which contribute positively to the business financial success in the food and beverage sector. Regarding pricing, theoretically the company's customers would be willing to pay more than the objective(real)price of the menus, however, they would be more satisfied if the company practiced lower prices than those practiced today.

revista eletrônica de administração and turismo

A INFLUÊNCIA DO DESIGN E DA PRECIFICAÇÃO EM MENUS NA DECISÃO DE COMPRA DO CONSUMIDOR/THE INFLUENCE OF DESIGN AND PRICING IN MENUS IN CONSUMER BUYING DECISION