BUSINESS INFORM №10-2016

The title and content

ABSTRACTS AND INFORMATION ABOUT AUTHORS

30

Section: Economics of Trade and Services
UDC 640.43(477.54)
Mykhailova M. V.
Segmentation of the Market of Services of Restaurant Industry of Kharkiv and Kharkiv Region (p. 200 - 205)
Bearing in mind the need to observe the principle of consumer-orientedness, the article provides arguments as to feasibility of studying their behavior and determining target segments in the process of marketing planning. According to results of the conducted survey of the population of Kharkiv region, a segmentation of consumers of the market of restaurant services has been carried out on the basis of behavioral, demographic and socio-economic characteristics. Using the two-factor approach to segmentation, the following segments of the customers of the market of restaurant services have been allocated: «Friends», «Employees», «Followers of traditions», «Sentimentalists», «Family», «Business». The necessity of planning marketing activities of enterprises of public catering based on targeting towards the selected market segment, making use of the optimal tools of influence on customer of the target segment, has been substantiated.
Keywords: marketing, public catering, service of restaurant management, segmentation
Tabl.: 5. Bibl.: 8.

Mykhailova Mariia V. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of marketing and business, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
Downloads/views: 8

Download article (pdf) -

Reference to this article:
Mykhailova, Mariia V. (2016) “Segmentation of the Market of Services of Restaurant Industry of Kharkiv and Kharkiv Region.” Business Inform 10:200–205.

1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | 13 | 14 | 15 | 16 | 17 | 18 | 19 | 20 | 21 | 22 | 23 | 24 | 25 | 26 | 27 | 28 | 29 | 30 | 31 | 32 | 33 | 34 | 35 | 36 | 37 | 38 | 39 | 40 | 41 | 42 | 43 | 44 | 45 | 46 | 47 | 48 | 49 | 50 | 51 | 52 | 53 | 54 | 55 | 56 | 57 | 58 | 59 |

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster