MARKETING RESEARCH OF THE PECULIARITIES OF CONSUMERS' BEHAVIOUR IN THE MARKET OF RESTAURANT SERVICES

Objective. The objective of the article is to carry out the marketing research of the peculiari­ties of consumers' behaviour in the market of restaurant services. Methods. The research is based on the dialectical method of scientific knowledge, methods of scientific abstraction, analysis and synthesis (while studying the reasons for Ukrainian consumer preferences for traditional home food; while summarizing the peculiarities of the Ukrainian and U. S.restaurant business functioning); systematic generalization (while substantiating the Ukrai­nian and global restaurant industry development trends); comparative analysis (while comparing the structure of restaurant venues and the peculiarities of consumer behaviour in Ukraine and in the USA); statistical analysis (while studying the dynamics of the restaurant industry development in Ukraine and globally). Results. The dynamics of development of the Ukrainian and world restaurant industry is ana­lyzed in the article; the structure of restaurants and features of consumer behaviour in Ukraine and in the United States are compared.the tendencies of development of the market of restaurant services are substantiated. Key areas for the development of restaurant enterprises in Ukraine are proposed: reducing and slowing the growth rate of the industry in the next three to five years due to the global pandemic 2020; growth of restaurant delivery services, development of intermediary companies, creation of restaurants own delivery services; reduction of the prime cost of the food­stuff made at the expense of economy of the salary of service personnel, aggravation of the price competition in the market of restaurant services. The obtained results are ofpractical importance for restaurant enterprises and can be used to develop a marketing positioning strategy.