Marketing research in creating the concept of a restaurant business

Abstract

Abstract. The essence of one of the methods of marketing research - questionnaires is revealed. Based on a questionnaire and a survey of 1,500 respondents conducted on social networks, the market of modern restaurant services (for example, bars) in Chernivtsi was analyzed, the most popular among existing establishments of this type were identified, respondents' preferences, attitudes to conceptual establishments in general and to the idea of creating a new bar in Chernivtsi in particular. Introduction. When creating any new project, marketing research occupies a significant place, due to the need to reduce the risk of making the wrong decision by better knowledge and understanding of the state and dynamics of environmental factors. The role of this research is to assess the needs, demands and demand of consumers, which helps to create a program to meet them, identify and identify both problems and opportunities for the firm to take a competitive position in the market, reduce risk and uncertainty, increase the likelihood of marketing success. Presentation of the main results of the study. The main purpose of our own marketing research is to obtain information on the largest potential competitors in the restaurant market in Chernivtsi, motives and factors that affect the preferences of potential consumers of restaurant services (especially services provided in bars), which will further help assess the possible prospects own bar in Chernivtsi. For my research, we chose a survey method, namely a questionnaire that was distributed through social networks, which was able to provide quality primary information. It was made with the Google platform, which is fully equipped with all the necessary services for remote surveys. Almost 1,500 respondents took part in the survey. In general, the questionnaire consists of an introductory part and 2 sections. In the first section, firstly you need to enter some demographic data (name, age, gender, city of residence, type of activity) and answer about the general attitude to the bar as a place of rest. First of all, it is necessary to determine the real target audience. The second section contains questions specifically about bars in Chernivtsi. This serves as a foundation for further in-depth study of the Chernivtsi restaurant market. In total, the respondent had to answer 22 questions, 20 of which were mandatory. Among them are 10 open, 5 semi-closed with the option "Other" and 7 closed. The main results of the research after processing all the answers in the questionnaire are following: - Almost all participants are adults (only 4% is under 18) - 69% of women and 31% of men took part in the survey - 73% of all respondents are residents of Chernivtsi and Chernivtsi oblast - The majority of respondents is students, that is the 86% of the total - 39% allow themselves to visit bars several times a month - 54% are ready to leave up to UAH 300 at the bar - 94.5% visit bars to relax with friends - 84% of respondents say that they choose a bar only on the advice of friends - 88% consider that the concept is important in bars - 41% visit only the most famous bars (in Chernivtsi they are “Hoyra”, “VYO”, “Bartka”, “Nashe pyvo”) Besides, it must be noticed that respondents have helped to identify the shortcomings of the bars that most upset visitors, such as unprofessional and rude staff; dirt and smoking in the hall; inadequate clients in a state of intoxication; mismatch of price and quality. Moreover, according to respondents’ thoughts, the ideal bar should include good atmosphere; varied and delicious menu with adequate prices; competent staff; harmonious interior and music. Conclusions. So, after analyzing all the completed questionnaires from respondents, we can conclude that potential clients are students and already working residents of Chernivtsi, aged 18 and older, among whom visiting bars for leisure is a very popular type of free time. The concept of restaurants or bars plays an important role in choosing the institution and its subsequent visit. Most of the respondents note that the concept and harmonious combination of all its components is an integral part of the success and love of customers of existing bars in Chernivtsi and these establishments on the market in general. Therefore, I believe that creating the concept of your own bar is important and quite relevant today, because first of all it is necessary to stand out from other competitors and to capture the majority of potential consumers. And the originality of the idea and the harmonious existence of all other criteria and indicators that are important to customers are the main key for achieving this goal.