Marketing research of consumer behavior of restaurant services

Abstract

The article presents the results of a marketing study of consumer preferences in the restaurant market. The level of satisfaction of visitors to the restaurant business with the range of dishes, their taste, restaurant interior, musical accompaniment, serving, level of hygiene was assessed. A level of loyalty has been assigned to the most recent enterprises in the restaurant business, and the frequency of these changes. The rating of sources of information when choosing a restaurant business has been established, so when choosing a restaurant, consumers rely mainly on the feedback and recommendations of friends. The most significant factors influencing the choice of consumers of restaurant services are identified: the quality of cooked meals, quality of service and price. The study revealed the weaknesses of the restaurant business – vagueness in work, indifference of staff, late fulfillment of their obligations and orders. According to the results of the research, among the forms of interaction with the staff of the restaurant business, respondents are attracted by the opportunity to share feedback on social networks, offer solutions through the forum or social network, and offer ideas for restaurants; at the same time it is not at all attractive to offer an idea for an entertainment program, create a product from scratch and offer additional services, as well as offer recipes for new dishes and drinks. It is investigated that Ukrainian restaurants are characterized by high prices, inflexible pricing policy, there is a certain influence of competitors on the market pricing policy, but it is insignificant and does not determine the pricing strategies of enterprises. The most significant factors have been designated, as they infuse into the level of service and the format of the restaurant business enterprises, which are responsive to the pass. Based on a thorough analysis of the results of the survey, a model of consumer behavior in the market of restaurant services and generalized sources of competitive advantage for restaurants, taking into account the peculiarities of the economic and socio-cultural environment.