Marketing Analysis for the Construction of a Business Plan: Analysis of the Restaurant Sector in the Commercial Center of a City Located in the Brazilian’s Interior (original) (raw)

Product, pricing and promotional strategies of Restaurants in Nueva Ecija: An Assessment

— Marketing plays a very important role in the organization's success; it is a must to every organization to consider strategizing their different marketing practices. The study presented the marketing strategies of restaurants in Nueva Ecija. The study aimed to assess different marketing strategies which focused on product offering, pricing and promotion of the restaurants in the province. The descriptive method of research was utilized and questionnaire served as the instrument for collecting data. Owners/ managers of eight selected restaurants in Nueva Ecija were taken as respondents. As to product/service offerings, restaurants management offered variety of food and beverages to attract customers. They also maintained the cleanliness of their places and their surroundings. They based their prices on their production cost and current market demand. Meanwhile, advertising and sales promotion were the main promotional tool used by the restaurants management. On the other hand, the restaurants management should continuously provide new variety of high quality food offerings coupled with courteous and prompt services sold at a reasonable price.

Segmentation of Consumers as a Leading Factor in Restaurant Marketing

Sustainable Leadership for Entrepreneurs and Academics, 2019

Effective management of a restaurant enterprise operating at the competitive market requires conducting marketing activities at an appropriate level. However, the consumer behavior of consumers of restaurant services and its motives are heterogeneous. Therefore, effective management of a restaurant enterprise requires solving the problem of segmentation of the restaurant services market which determines the relevance of the research topic. Our paper shows that an important variable characterizing consumer behavior is the frequency of use of a restaurant service by this respondent, since it is this characteristic that determines the attractiveness of the respondent from the point of view of marketing efforts. We conducted a survey with consumers in order to learn their preferences in three restaurants in the middle price category in Yekaterinburg. In all the restaurants, a uniform way of conducting the research was agreed: questionnaires and pens were placed on the side of the tables, and the decision to take part in the study was made by the respondents themselves. The study resulted in 265 completed questionnaires. When developing a methodological approach to the segmentation of the restaurant services market, it was proposed to introduce into scientific use the concept of a special market segment. A special segment is a fairly large and stable segment of buyers (consumers) identified by the nature of the special purchase situation or the special purpose of making a purchase, to identify which a special (independent) research method or tool can be used, which reduces the scope of the main research and simplifies it. Our results show that the use of the developed composition of the segments of the restaurant market allows to specify the process of planning the effective marketing strategy of a restaurant business.

A Study on Consumer Buying Behaviour towards Eatery Outlets in Silvassa City

Management Journal for Advanced Research

The Indian food joint industry has witnessed high growth strides in the past years, with increasing disposable income, exposure to a number of cuisines and consumers’ willingness to experiment a mix of both western and local menu. The purpose of the research is to study consumer buying behaviour towards food eatery outlets with respect to Silvassa city. The article aims to perceive the consumption pattern towards food joint; the likes, dislikes and perception and preferences of consumers towards eatery outlets. The article will contain issues regarding place of purchase and the factors determining the behaviour of buyers of food products as well as factors affecting preferences of buyers of eatery services. The main aim of the study is to understand the concept, significance & process of consumer buying behaviour, to analyse the consumers’ buying behaviour towards eatery outlets in Silvassa city and to gather inferences from the study and extend recommendation with respect to the im...

FOOD SERVICES IN HOTELS OF THE CITY OF JOÃO PESSOA/PB FROM THE PERSPECTIVE OF THE MANAGERS OF A&B

Applied Tourism, 2022

This study analyzes the importance of food services in hotels in the city of João Pessoa – Paraíba, from the perspective of A&B managers. For this purpose, five hotel developments located in the city of João Pessoa were analyzed. This was characterized as a qualitative study with an exploratory stage. Field data were collected through interviews based on a semi-structured script, conducted between December 11, 2019 and March 6, 2020 with five hotels listed in the Register of Tourist Service Providers of the Ministry of Tourism (CADASTUR). It was found that all the hotels have their own management, and that the managers of the hotels surveyed consider food services to be market differentials for attracting different types of publics through the promotion of regional culture in the dishes served, and that this was important to attract customers, local residents and guests from other hotels.

Analysis of Small Food Businesses in San Leonardo Nueva Ecija using Creative Marketing: Basis for Development of Business Plan

International Journal for Research in Applied Science & Engineering Technology (IJRASET), 2022

The researchers' primary focus is on analysing the creative marketing strategy of small food businesses in San Leonardo, Nueva Ecija. This study is critical also for the development of a business plan. This study has developed a business plan that will help small food businesses to improve their business and marketing strategy through the use of creative marketing analysis. This research utilized a developmental research design as it aims to develop a business plan. The study was conducted in San Leonardo, Nueva Ecija. This study utilized twenty respondents in analysing the creative marketing of the small food business. The researchers used total population which is a type of sampling. Total population sampling is a type of purposive sampling where the whole population of interest is studied. The data that was collected from the locale was encoded, tallied, and analysed. The results suggest that from the perspective of the small food business owners when it comes to branding: (1) their store has a unique feature that attracts more customers; (2) regarding their promotion, the trust and confidence of the customers have built; (3) about the product and services, their customers are satisfied on the food they eat; and (4) with regards in visual merchandising the customers create good feedback on their business. The suggestion for improvements in the marketing strategy was to take action that will ensure that the business will perform with the highest level of effectiveness. The researchers strongly recommend that to develop the marketing strategy of the business, the owners should let their business try the innovations, interventions, and recommendations from others.

Design of a Proposal for the Restaurant Sector of the Municipality of Apizaco that Generates value in Decision-Making Through Geomarketing

JOMENAS Press, 2020

The restaurant industry had a significant decline in demand affecting the service sector in the years 2008 and 2009 according to (INEGI, 2014) indicating that the life expectancy of the restaurants remains very short and that is why this study was made. The purpose is to carry out an analysis from the point of view marketing, taking into account the restaurants of the village of Apizaco, which helps to know if the use of the Geomarketing through its tools has a significant impact that can benefit the sector An analysis of supply and demand for this produced two instruments and in this way we are able to identify the potential opportunities in the industry taking into account the Geomarketing and know the areas that have not been taken into account, will focus mainly on the use of ICT's and social networks which are taking force to drive business regardless if they are small or are already consolidated As result obtained that less than 59 % of the business is not familiar with Geomarketing hardware which prevents them a growth on the market. In the end, a proposal is realized taking into consideration the results that threw the questionnaires of the establishments and of the clients to identify the needs that present the above-mentioned establishments and the opportunities that they have of growth, this way to help to make better decisions inside the restaurant industry in the municipality of Apizaco so that it remains and keeps on growing.

The business structure and the employment characteristics of the restaurants industry: The dominance of small family-run businesses – Evidences from the city of Aveiro, Portugal

2014

Nowadays tourism is a very important sector in most economies, being its relevance also recognized in the academia. Many researchers have been studying this sector in several different perspectives, but there is not much evidence on the restaurants industry and on its characteristics. Therefore, this study aims to present the main specificities associated with the restaurant business in the city of Aveiro (Portugal), as well as managers' and employees' employment characteristics. For that purpose, a questionnaire survey was conducted. Results show that both managers and employees present low educational qualifications, work long hours, and have low salaries. As for businesses, the restaurants industry is mostly characterised by the dominance of SMEs, which in the current economic situation, are facing a harsh time and need to be creative to be able to surpass a number of barriers in order to become more competitive.

Main Regional Foods Offered in Northeast Brazilian Restaurants and Motives for Their Offer

Journal of Culinary Science & Technology, 2020

The study aimed to identify the regional preparations most offered in the restaurants of the Brazilian northeast, as well as the motives that determined their offer. The research is an exploratory and quantitative study using a questionnaire. We collected data through the application of a questionnaire, consisting of a series of closed-questions, answered in writing, and without the researcher. For each Northeastern capital, a survey was elaborated, being a total of nine questionnaires. Each one had ten regional dishes that the person in charge (manager or dietitians) had to determine the frequency of serving them and the motives for offering them. An expert committee was applied to validate the questionnaire before sending it to the restaurants. The criteria established for the approval of the items was a minimal of 80% (W-values ≥ 0.8) of agreement between the experts. We applied the questionnaires to the restaurants of the nine capitals. We determined the most common dishes analyzing data when the response rate was, at least, 10%. We assessed the frequency of each dish's serving by transforming the given information on a monthly basis. The most common preparations served were: caldeirada maranhense, peixada, carne-desol, baião-de-dois, feijoada, and xinxim de galinha. The motives for offering were: the dish is regional, it is a food habit, and it is well accepted. Even though one of the motives for offering or not the dishes was the nutritional characteristics, this was not considered as very important for the offer by participants.

Analysis of Segmentation, Targeting, and Positioning in the Hospitality Sector: The Case of Paputo Beach Café

2020

This study aimed to assess and analyze whether the marketing strategy of segmentation, target, and position (STP) on the level of sales has been implemented by Paputo Beach café in Parepare during a particular period which was from 2018 to 2019. The study applied a quantitative approach. The population of this study were the Paputo Beach café customers. The size of the sample in this study was 100 customers who visited Paputo Beach café. This study employed a representative approach as the sampling method. The data collection was via questionnaire utilization supported by interviews. Moreover, this study applied multiple linear regression analysis and this was followed by the analysis of F test and T test. Based on the results of this study through the application of multiple linear regression analysis, this study found that the regression equation is Y = 13,929+ (-0,082 X1) + 0,112 X2 + (-0,097X3) + e. In line with the statistical analysis data, this study shows that all the indica...

Attitude of Consumers in Relation to Eating Out in the Commercial Center of Rio De Janeiro, Brazil

Foodservice Research International, 2001

Eating out has increased significantly in large cities. However, studies on the topic are rare. The present research thus analyzed the attitude ofpeople who eat in the downtown area of Rio de Janeiro in Brazil towards the practice of eating out, as well as towards what and where to eat. Three hundred randomly selected individuals were interviewed as they were leaving various commercial establishments where they were having their noon meal. The instrument used was a previously tested questionnaire evaluating various factors in relation to their practices of eating out using a five-point scale of importance. The population interviewed emphasized the importance of the fact that they work outside the home, price and convenience influence their decision to eat out. The selection of place to eat involved hygiene, food quality, pleasantness of stafi availability of safety foods, price, appearance, speed of service, variety, and localization.