Murphy, Kyra (2013) Insights into factors affecting the Irish SME pub trade. Masters thesis, Dublin, National College of Ireland.
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The purpose of this research is to examine the factors that are having an adverse impact on the Irish SME pub trade. In order to provide specific insights into this topic, this study focuses on a number of small to medium sized pubs located in Naas Co. Kildare. This once thriving business sector has suffered serious declines in revenues and in profits in recent years resulting in a 56% decline in trading outlets. It is intended that this study will inform a wider review of the Irish pub industry.
There is a wide range of information available on the overall Irish pub trade. However, based on the literature review conducted for the purpose of this study there appears to be a lack of empirical work on this topic. In order to address this gap in the literature review this study investigates the factors affecting the SME pub trade in Naas a mid-sized town located 30km from Dublin. In an effort to obtain insights into these factors a qualitative approach was used. In-depth interviews were conducted with five publicans working in pubs within the Naas area and with five customers. Each of the interviewees gave their view on this industry in the current economic downturn and what they considered were the main causes of decline in this previously lucrative sector.
The key findings of this study were that the availability of cheap alcohol off trade and changing consumer behaviour have played a vital role in the steep decline in the trade SME pubs in Naas are currently experiencing. Based on the empirical findings the main recommendations are:
The price difference between the on trade and the off trade to be addressed. It is noted that the government is proposing to intervene in relation to this.
Consumers are looking for better “value”. The availability of cheap alcohol off trade is making consumers purchasing decision easier; therefore if publicans could offer better value, and then consumers may choose to migrate to the on trade.
|Item Type:||Thesis (Masters)|
|Subjects:||H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Small Business Sector
|Divisions:||School of Business > Master of Science in Marketing|
|Depositing User:||CAOIMHE NI MHAICIN|
|Date Deposited:||26 Nov 2013 13:01|
|Last Modified:||30 Nov 2013 14:45|
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