Impacts of Consumer Behavior Theory on a Start-up Business

Grešo, Juraj

The thesis presents a general examination of Engel, Blackwell and Miniard's model of consumer behavior, elements of consumer behavior, consumers' attitudes towards health and nutrition issues, and practical application of those findings in development of marketing strategy and tactics for new restaurant concept located in Bratislava, the capital city of Slovak Republic and focused on professional and recreational athletes. This thesis shows main characteristics and specifications of consumer behavior. It describes relations and psychological motives that exist between human sensory systems and consumers' purchasing process. Thesis is based on comparison between theory and reality in consumer behavior. The main aim of this work is to build a basis for development of comprehensive marketing strategy for FitHouse RestaurantsTM, a newly established restaurant concept aimed to provide proper nutrition for professional and recreational athletes. Partial aims of first - theoretical part are to examine consumer behavior and specify consumer's purchasing process in several steps. Second -- research part aims to identify elements that influence consumer decision-making process and attempts to put them in perspective of a consumer opting for healthy lifestyle. It further aims to understand consumer through author's own online survey on sport, nutrition and attributes of an ideal restaurant for healthy lifestyle. Third - practical part presents framework for development of real marketing strategy for FitHouse Restaurants based on results and findings acquired in first and second part of the thesis. It presents ideas and tactics that will help FitHouse Restaurants attract enough customers and succeed on market.

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