Inflace a její vliv na chování zákazníků ve vybraných gastronomických podnicích

Abstract

This bachelor thesis deals with the issue of inflation and its impact on customer behavior in selected gastronomic establishments. The first part of the thesis provides theoretical foundations, including the definition of inflation and its development in the years 2019-2023. Furthermore, methods used in the practical part are introduced, including questionnaire surveys, structured interviews, and strategic analyses such as PEST, SWOT, BCG matrix, mystery shopping, and Porter's Five Forces analysis. The practical part focuses on the application of these methods to two selected cafés – Skelet Kafe and Ef-Kafe. In conclusion, the results of questionnaire surveys and structured interviews are presented. Based on the findings, measures are formulated for both cafés aimed at optimizing their position in times of higher inflation. These recommendations aim to optimize strategies to maintain competitiveness and meet the needs of customers in an environment of constantly changing inflationary conditions. Based on these findings, the author of the thesis has proposed several recommendations, including strategies in the areas of cost analysis and pricing policy, organizing cultural events, diversifying the range of offerings, and strengthening marketing activities.