餐饮服务市场:美国、欧盟和乌克兰的消费者行为特征和发展趋势

S. V. Malovychko, I. Karabaza
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引用次数: 1

摘要

目的:文章的目的是确定在餐馆服务市场的发展趋势,考虑到消费者的行为在美国,欧盟和乌克兰的特点。方法:分析方法(研究乌克兰、欧洲和美国消费者的行为)、综合方法(确定影响乌克兰消费者在餐厅市场行为的因素)、比较方法(在分析美国、欧盟和乌克兰主要消费群体的结构时);理论概括(以证明在美国,欧盟和乌克兰的餐馆业务的主要趋势)应用于文章。了解乌克兰消费者与美国和欧盟餐饮服务消费者之间的差异,以及乌克兰和世界餐饮业务的趋势,对于乌克兰餐饮服务市场新餐厅特许经营的分布尤为重要。确定了影响公共场所低营养水平形成的因素和乌克兰消费者在家吃饭的好处(在争取独立的战争时期和饥饿时期不断为生存而斗争,从而加剧了对安全的需要;将餐厅视为一个人生活中的特殊事件;经常光顾餐厅的人谴责这是一种社会的负面现象,为努力工作和一般工作而示威;在乌克兰餐饮业发展之初(1991-2006年),餐馆和咖啡馆产品质量差,缺乏服务文化;绝大多数人坚持认为家常菜比餐馆的食物更有用;消费者收入低等等)。文章中描述了美国,欧盟国家和乌克兰餐饮业发展的主要趋势(未来几年世界和乌克兰行业增长的减少和放缓;发展餐厅送餐服务;以节省工作人员工资为代价减少食品生产成本;增加消费者在访问前对在线餐厅评论的关注,并通过Facebook、Instagram积极定位乌克兰的餐馆业务,从欧盟和美国国家的塑料垃圾中获取废物;以健康食材和健康食品为理念,在美国和欧盟地区开发快餐连锁加盟、自助服务亭、移动点餐和支付应用;外卖、在线预订服务、通过移动应用系统支付、客户之间的自动账户共享等(针对乌克兰)。在这一领域进一步研究的前景是充实餐馆企业在危机中的营销策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
RESTAURANT SERVICE MARKET: FEATURES OF CONSUMER'S BEHAVIOUR AND DEVELOPMENT TRENDS IN THE USA, EU AND UKRAINE
Objective: The objective of the article is to identify trends in the development of the restaurant ser­vice market, taking into account the peculiarities of consumer's behaviour in the US, EU and Ukraine. Methods: methods of analysis (to study the behaviour of Ukrainian, European and American consumers), synthesis (to determine the factors that influence the behaviour of Ukrainian con­sumers in the restaurant market), comparison (during analyzing the structure of major consumer spendings groups in the US, EU and Ukraine); theoretical generalization (to justify the main trends in the restaurant business in the US, EU and Ukraine) are applied in the article. Results. It is especially important for the distribution of new restaurant franchises in the res­taurant service market of Ukraine to understand the differences between the Ukrainian consumer and the consumers of the restaurant service in the USA and the EU, as well as the trends in the restaurant business in Ukraine and in the world. Factors that influenced the formation of a low level of nutrition in public places and the benefits to eat at home for Ukrainian consumers are identified (the exacerbation of the need for security as a result of the constant struggle for survival in times of war for independence and in times of starving; treating a restaurant as an exceptional event in a person's life; condemnation by a frequent visitor of a restaurant as a negative phenomenon in society and demonstration striv­ing for hard work and work in general; poor quality of restaurant and cafe products and lack of service culture at the beginning of the development of the restaurant industry in Ukraine (during 1991-2006); persistent conviction by the vast majority of the population that home-cookedfood is more useful than restaurant food; low consumer revenue etc.). The main tendencies of the restaurant business development in the USA, EU countries and Ukraine are described in the article (reduction and slowdown of the industry growth in the next years in the world and in Ukraine; development of restaurant delivery services; reduction of the cost offood produced at the expense of economy on staff salaries; increasing consumer attention to online restaurant reviews before visiting, as well as actively positioning the restaurant business through Facebook, Instagram in the Ukraine waste from plastic waste in EU and US countries; development offast foodfranchises with the concept of healthy ingredients and healthy food, selfservice kiosks and mobile ordering and payment apps for the US and EU; food delivery, online booking services, payments through the mobile application system, automatic account sharing among customers, etc. — for Ukraine). Prospects for further research in this area are to substanti­ate the marketing strategies of restaurant business in a crisis.
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