Increasing younger customers in restaurants through marketing

Karki, Rubina and Alexander, Peter (2018) Increasing younger customers in restaurants through marketing. Applied Management Conference, Hamilton, New Zealand, July, 2018.

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Abstract or Summary

This research is conducted in ‘The Original Thai Restaurant’, to increase younger customers for the restaurant. A study into this topic is very significant, as the younger generation account for the majority of purchasing power compared with others. A mixed approach has been taken for the research, including qualitative and quantitative methods. Data was collected by distributing questionnaires to customers, and the restaurant manager was interviewed to get more information regarding the strategies of the restaurant. Bar graphs and pie charts were used to analyse the data collected from the questionnaires. Several scopes were studied as part of the literature review, to prepare for conducting the research. The purpose of the research is to find out reasons why fewer younger people are coming to the restaurant compared to the older generation, and to recommend marketing strategies to resolve the problem. The lack of entertainment facilities and an expensive menu were found to be a cause for the lack of millennial customers in the restaurant. Providing Wi-Fi, and live music were solutions to increase millennials in the restaurant.

Item Type:Paper presented at a conference, workshop or other event, and published in the proceedings
Keywords that describe the item:food industry, younger customers, millennials, marketing
Subjects:H Social Sciences > HF Commerce
Divisions:Schools > Centre for Business, Information Technology and Enterprise > School of Business and Adminstration
ID Code:6238
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Deposited On:26 Nov 2018 02:09
Last Modified:26 Nov 2018 02:09

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