Factors Influencing Consumer Behaviour Towards Indian Restaurants Among Indian Community and Non-Indian People (the case of Prague)

Bc. Harshnakumari Kalsinhbhai Bhabhor

Master's thesis

Abstract:

The aim of the thesis is to determine the most important factors that affects consumers’ choices of Indian restaurants in Prague among Indian community in Prague and those who are not members of this community (non-Indian people in Prague. The thesis not only determine the factors but will also investigate how these factors influence the consumers. The thesis will start from documentary research. This method aims to contribute to the literature review. The literature review will conceptualize the discourse existing in academic literature concerning factors affecting consumers behaviour towards restaurants preferably with the focus on ethnicity. Generally, the literature review will aim to summarize what factors (and how) are conceptualized when studying the behaviour of the consumers in restaurants (preferably with the focus on Indian restaurants). The empirical section of the thesis will be underpinned by two kinds of methods. Firstly, content analysis will analyse the menus of Indian restaurants in Prague accessible through their web pages to create a typology of Indian restaurants in Prague (mostly the type of cuisine, level of prices and localization in Prague), secondly the survey among two samples (Indian community and non-Indian community in Prague) aiming and detecting the weak and strong factors or positive and negative factors influencing their consumer behaviour towards Indian restaurants in Prague.

Keywords

consumer behaviour, typology of consumers, Indian restaurants

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2021

Thesis defence

• Supervisor: prof. PhDr. Michal Lošťák, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics Policy and Administration / Business Administration