MARKETING ANALYSIS OF FAST FOOD INSTITUTIONS IN DNIPRO

Abstract

It is increasingly difficult for fast food owners to meet the needs of consumers. They have to invent new tricks in order to be leaders. Simple interiors and fast service will not surprise consumers anymore. A survey was conducted among the population of Dnipro to identify the main segment of consumers who visit fast food; identify what most affects the consumer when choosing fast food restaurants; identify of the most popular fast food restaurant in Dnipro. The purpose of the study is to develop recommendations for improving the work of fast food restaurants in Dnipro. Methods that were used for the study: analysis, synthesis, induction, deduction, analogy, comparison, survey. The article is devoted to topical issues of studying the problems of the fast food market in Dnipro. External and internal factors of influence on consumers during the choice of a fast food restaurant are analyzed and systematized. Representatives of fast food establishments of the most popular categories of dishes in Dnipro were studied. Factors that have a negative impact on consumers when visiting the institution are analyzed. Trends in problems that prevent institutions from achieving market leadership have been identified, and recommended measures have been developed to help address this issue. The conclusions are based on a survey conducted among the population of Dnipro. To obtain a general picture of the fast food market, past studies of the Ukrainian market and the market of Dnipro were analyzed. The study showed that in the Dnipro there are three leaders among fast food restaurants: "McDonald's", "Franc.ua" and "Puzata Hata". They have several features in common - a wide range of dishes on the menu, their unique style and format of the institution, a pleasant atmosphere and many special offers. For other fast food restaurants in the city you should pay attention to: style, atmosphere of the institution, proper organization of space; quality and speed of service, creation of devices for self-service; assortment of dishes on the menu, create offers for different categories of visitors; advertising. They should conduct interesting advertising campaigns to attract new customers and keep your own; environmental friendliness. Now this is a very relevant topic, which is supported by many residents of the Dnieper; category of people over 55 to make special offers for them.