Faktory ovlivňující zákazníky při výběru restaurace

Abstract

The main objective of this diploma thesis is to identify key factors that influence consumers behavior on the restaurant market in Ostrava. The next objective is to take these factors and devise from them consumer typology. The predetermined problem was solved throught data obtained from primary marketing research. Analysis were processed in IBM SPSS Statistics. Customers were divided into four groups. Each group is than further defined on the basis of demographic characteristics, predominant factors influencing their choose of restaurant and other answers tied to marketing mix of restaurant. This thesis also includes suggestions and recommendations which can be usefull as inspiration for restaurant owners and can also be used for better customer targeting.