Influence of geomarketing on the restaurant sector and its effectiveness

Identifier:  TFG:2675

Handle: https://hdl.handle.net/20.500.11797/TFG2675

Authors:  Ortoneda Martín, Mariona

Abstract:
This study investigates the field of Geomarketing applied in the restaurant business, and the use they make of it. It arises from a new era of traditional marketing, which goes beyond the typical variables of price or advertising, and develops new techniques related to geography and technology to create strategies with greater customization to each area. The work is structured in two parts: the first part covers the theoretical framework of Geomarketing and the techniques of geolocation, thus establishing the basis for analysing the practical cases that make up the second part. It consists of two quantitative analyses on the influence of the technique. The first survey was carried out on establishments in the catering sector in Cambrils. As for the second survey, a sample of consumers was obtained from said establishments. With this research, the aim is to analyze which establishments apply geomarketing and from which means, as well as the perception that consumers have about the reception of the campaigns.