Research on the visitation habits and expectations of Generation-Z in the Hungarian catering market

Számel Zsuzsanna (2020) Research on the visitation habits and expectations of Generation-Z in the Hungarian catering market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The main topic of the research is the examination of the visitation habits and expectations of Generation-Z in the Hungarian catering industry. By learning about consumer expectations and behaviour, it can be more efficient to meet the needs of consumers for catering establishments. Generation-Z is an age group that is not yet considered an affordable consumer, but not negligible for the future. As the first step of the research, I gathered their most characteristic features focusing on Generation-Z within the generational research. An important part of the study is examining the consumer behaviour of this age group and in general. With the help of consumer behaviour, we can find out where, when, why and how the purchasers buy or do not buy a product or service. The structure of the catering industry is briefly described. Throughout the dissertation, the phrase restaurant means all types of catering establishments. During the research, I did not only examine the restaurants but all units that are part of the catering sector. The second most important element of my dissertation is to recognize the expectations of consumers towards catering establishments. The presumptions of the Gen-Z are complex; therefore, it is impossible to meet all of them. However, it can be examined on the basis of a few criteria. An online questionnaire and three interviews were made as research methods. The research question is what the ideal restaurant for the Generation-Z is. From an economic point of view, it is very important to be aware of the younger generation’s needs, who are already able to consume. The size of the survey is 155 fillers, which cannot be considered representative. For the success of the research, three interviews were conducted to gain deeper insight into the questions of the questionnaire. The participants come from several parts of the country and of different ages. The responses of the interviewees are evaluated in parallel with the results of the questionnaire. The results can be divided into three parts. Within the framework of eating and hospitality unit visiting habits, it was examined by the popular cuisines among the Generation-Z. It turned out the majority of the youth do not follow any particular diet and they are most welcome to visit a restaurant with their friends. I was interested in how often the different restaurant types are visited by the Gen-Z. According to the questionnaire, they consume the main course most often in a catering unit. The topic of the haunt was also revolved around. Most fillers have a favourite place they often return to. Those are in the vast majority of fast-food restaurants, pubs, and coffee shops. The research also covers the amount that Generation-Z are able and willing to pay in a catering establishment for a coffee, lunch, dinner etc. The second part is about Generation-Z’s expectations of the catering industry. By listing different aspects, it turned out that their biggest expectations are on the good vibes and the kind staff. The last section provides insight into how technical background and new trends affect Generation-Z. The most important factor is the own website of the catering units. It analysed the role of social media in this age group choosing a restaurant. The interviewees gave deeper answers to how they are affected by social media. They were all used to checking information about the place, but there were, who had a bad experience with it. However, none of them is as influential as previous research shows. With reference to a couple of hospitality establishments based on unique ideas, it is determined what type of place a young person goes with pleasure. The most popular was the Boardgame bar, where they can have fun playing while consuming.Finally, the results obtained were summarised and compared to the literature review. There were outcomes that agreed and also which differed from the literature. I made suggestions to entrepreneurs, who want to attract more younger consumers. However, it is difficult to determine what a perfect restaurant is for the Generation-Z. It is impossible to create the perfect catering establishment for any age group, but by getting to know their habits and expectations, we can get closer to it.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Vendéglátás Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-vendéglátás

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	catering establishments, consumer behaviour, expectations of consumers, Generation-Z, restaurant visitation
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:51
Utolsó módosítás:	2021. Feb. 08. 13:51

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