QUALITATIVE ANALYSIS OF RESTAURANT CONSUMERS’ PERCEPTIONS FOR DIFFERENTIATION OF TARGET CLIENTS UNDER MULTI-CATERING CULTURE

The COVID-19 epidemic has rapidly changed the catering industry and food delivery platforms. Different food delivery platforms aim to different consumer groups, especially in metropolises, where different catering cultures interact. How to designate a targeted marketing strategy is vitally important for restaurant managers. Using the webQDA software and TripAdvisor network resources, we propose a qualitative analysis of consumers’ perceptions to three Chinese restaurants in Milan. The results reveal the apparent divergence in target clients of different Chinese restaurants. Cultural background is one of the factors affecting customers’ sentiments towards the food.