REGISTRATION CERTIFICATE
KV #19905-9705 PR dated 02.04.2013.
FOUNDERS
RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)
According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media. ID R30-03156
PUBLISHER
Liburkina L. M.
SITE SECTIONS
Main page
Editorial staff
Editorial policy
Annotated catalogue (2011)
Annotated catalogue (2012)
Annotated catalogue (2013)
Annotated catalogue (2014)
Annotated catalogue (2015)
Annotated catalogue (2016)
Annotated catalogue (2017)
Annotated catalogue (2018)
Annotated catalogue (2019)
Annotated catalogue (2020)
Annotated catalogue (2021)
Annotated catalogue (2022)
Annotated catalogue (2023)
Annotated catalogue (2024)
Thematic sections of the journal
Proceedings of scientific conferences
|
BUSINESS INFORM №10-2016The 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 UkrainianDownloads/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.
|
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»
|