Marketing research as a tool for successful competition in the sphere of public catering
Abstract
The role of innovations in the marketing of catering services is important, since it is innovations that act not only as a driver for improving the market positions of subjects, but also as an effective marketing tool in promoting products to the market and conquering the highly competitive catering market in its various segments. The conducted marketing researches of the public catering sector of the Volgograd region made it possible to identify five typical changes in this market segment: the use of new equipment, new technological processes or new material support for production; introduction of products with new properties (molecular cuisine, ecological products, vegan products, etc.); use of new environmentally friendly raw materials; changes in the organization of production and its logistics; emergence of new segments of the catering market. It is concluded that marketing innovations are the main success factor in the competition in the catering market. In addition, it should be noted that in today's realities, with the abundance and diversity of innovative marketing ideas, it is impossible to stay in one place for a long time, innovations require constant development and additions, since the competitive market of services is growing every day, which does not allow an entrepreneur to relax.
About the Authors
O. M. Korobeynikova
Volgograd State Technical University
Russian Federation
Russian Federation
Doctor in Economics, Associate Professor
E. Lama
Volgograd State Technical University
Russian Federation
Russian Federation
Student
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For citations:
Korobeynikova O.M., Lama E. Marketing research as a tool for successful competition in the sphere of public catering. Kazan economic vestnik. 2022;(6):62-66. (In Russ.)
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