A qualitative research on determining the factors affecting the location of enterprises: Cafe and restaurants case in Kayseri

ABSTRACT Nowadays, consumers' demands of providing their food and beverage needs are changing rapidly. This situation increases considerably the number of cafe and restaurant businesses. Thus, many entrepreneurs turn to the field of cafe and restaurant businesses. However, they are vanished from the market due to the wrong establishment location selections. Choosing the right establisment location is the way to be successful in this system where competition is intense. Accordingly, the factors affecting the choice of establishment location of cafe and restaurant businesses have been tried to be explained in this study. The main purpose of this research is to determine the factors affecting the choice of establishment location of cafe and restaurant businesses. İn this study, it is aimed to inform the entrepreneurs who want to establish a cafe and restaurant business about what they should pay attention to when they chose an establishment location. The research was carried out by using qualitative methods. Purposeful sampling method was used in the research. The research was carried out using the interview technique with 15 businesses in Kayseri. In accordance with the nature of the research, case study pattern was preferred. The research model was reached by analyzing the face-to-face interviews in the MAXQDA program. As a result of the research, factors which affects the choice of establishment location of cafe and restaurant businesses was gathered and explained under three main headings; factors related to financial resources, factors related to customer potential and factors related to economic benefits. Keywords: Cafe and restaurant businesses, establishment location, MAXQDA