BUSINESS INFORM №12-2015

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Section: Management and Marketing
UDC 339.138:005.33
Yurchak E. V.
Marketing Communications in Establishing Brands for Networks of Restaurant Business Enterprises (p. 346 - 354)
The article researches efficiency of using marketing communications in the process of establishing brands for restaurant business networks on the basis of interviews with both representatives of enterprises and consumers, which was carried out through social networks. The main communication means, used by enterprises of restaurant business, have been determined. The most popular sources of information for consumers about the establishments and networks of restaurant business have been identified. In addition, indicators of consumer loyalty towards networks' brands of restaurant business enterprises in Ukraine have been identified and evaluated. The analysis of the communication means used to promote corporate networks' brands of restaurant business enterprises in Ukraine was based on a survey of both representatives of enterprises and consumers of restaurant services, conducted in 2015. The study has revealed that the majority of enterprises' communication policies is aimed at stimulating sales and client flows. Half of the enterprises carries out communication activities with a view to creating a positive image as well as level of brand recognition. Less than half of the respondents replied that the aim of communication policy is to develop customer loyalty and their demand for services.
Keywords: brand, restaurant enterprise, restaurant business, networks of restaurants, marketing communications, consumers, loyalty
Fig.: 14. Formulae: 1. Bibl.: 8.

Yurchak Eduard V. – Postgraduate Student, Department of Marketing and Advertising, Kyiv National University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Yurchak, Eduard V. (2015) “Marketing Communications in Establishing Brands for Networks of Restaurant Business Enterprises.” Business Inform 12:346–354.

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