| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 103 === The bar and beverage business is highly competitive. Customer expectation and demand is constantly increasing and so it's crucial for all personnel to have comprehensive product knowledge and superior specialized service skills.
Consumer perceptions, preferences, and behavior have changed dramatically, and as a result complacency has been replaced with frequent reassessments of businesses, brands, product and our establishments. Many of us have already seen customers modify their behavior, sometime significantly. Guest traffic, spending and consumption have been affected at every level from fast food to five-star resorts. Whoever provides the greatest perceived value wins. Unfortunately, there will likely be far fewer bars in business as a result of a marketplace that is still in the process of redefining and “resetting” itself.
Owners and managers who understand the restoration will improve; those who don‟t will be left behind. For those willing to adapt to a more cautious and demanding public, there is a robust opportunity to serve the human constant that survives all political cycles and social movements, and that is the desire for social interaction. Bars, pubs, taverns are uniquely positioned to fulfill that desire and provide genuine value. This is why it is important to understand for bar managers to understand new trends in order to stay updated in the bar industry.
The main objective of this study is to understand consumer preferences locally. Also to determine the preferences that influence a bar, focusing on consumer desire, in this way, it is possible create customer loyalty which would maximize the profits of the establishment.
The research methodology consists of clear idea of the business which is covered by the theoretical framework. The questionnaire design and analysis of the results which will help us in identifying potential customers and consumer preferences.
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