Typologie zákazníků na trhu restauračních zařízení

Abstract

The thesis deals with consumer behavior and customer typology in the restaurant market. The main objective of the thesis is to identify different types of customers and analyze the factors that influence their decision-making when choosing a restaurant, based on original quantitative research. The theoretical part defines the basic concepts related to the topic, introduces the main models of consumer behavior, factors influencing decision-making, and various approaches to customer typology, especially in the context of services. The practical part focuses on the characteristics of the restaurant market in Šumperk and on the subsequent research conducted in the form of a questionnaire survey. The results were analyzed using cluster analysis, which made it possible to identify four main customer types. Each group is described in detail based on its preferences, expectations, and consumption behavior. Based on the research findings, the thesis concludes with specific recommendations for restaurant operators aimed at more effective targeting of marketing communication, menu development, and overall service adaptation to individual customer segments. The thesis provides practical insights that can contribute to increasing the competitiveness of gastronomy businesses in the Šumperk region.