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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Dmitrij Babanin
The study of consumer preferences in events when visiting restaurants
Faculty of Management
Master’s programme
2014
This work answers to several questions related to activities in restaurants. It provides basic definitions and classifications of consumer preferences. Common approach to understand this perspective does not exist yet, it follows many different variations and opinions regarding interpretation of consumer preferences. Worth noting the presence of megatrends, showing general trend of development of behavioral characteristics. Sometimes these trends apply to residents of one country, and in some cases and does not have geographical boundaries. Just in the paper the group factor (cultural order, social factors, personal factors and psychological factors) determine the changes in consumer behavior. Mentioned factors are having an impact on the restaurant business.The next important point is an excerpt from the research firm Nielsen on actual changes in the profile of consumers depending on the continent and in particular Russia.In the second part of the paper several classifications of restaurants according to GOST, opinion of domestic and foreign scholars are given.The third part covers the concept of special events. It also mentioned a number of classifications and concepts. It should be noted that the scope of Event-management with little studied theoretically hand, so most of the books are practical, applied nature. Are the types of activities inherent to restaurants. The following is an overview of the works of foreign authors.Paper analyzes the restaurant market of the Russian Federation. Statistical data show growth in average per capita income, which gives positive hopes for the catering market players, whose main customer - the so-called "middle class". Economic and financial crisis in 2009 severely affected the development of the industry, which still can not cope with its consequences, as evidenced by data on growth rates, which are still far from pre-crisis levels. However, it should be noted that the Russian market is far from saturated and sufficiently attractive to foreign investors, which reinforcements are landmark events such as the Winter Olympics held in Sochi in 2014 and the upcoming World Cup, which will take Russia in 2018. Currently the largest market share in terms of value are located in Moscow and St. Petersburg. Experts predict a constant blur towards other megacities, and then in smaller cities.The following is an overview of the Moscow market catering. As already noted the largest share of the market catering Russia in value terms are concentrated in Moscow. Capital is the most attractive region to start a business, which is why you can watch the opening of ten new restaurants every month. For Moscow, characterized by rapid Learning from Western trends. The role of network players as independent market participants have to contend with rising costs every year that a network capable rivals "swallow" scale. It should be noted that the Moscow market is approaching saturation point, thereby increasing competition within yourself.In the last part, conducted a study on the definition of consumer portrait of the consumer for which the special events in restaurants positively affect the choice of restaurant.

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