Pricing and brand value in ethnic restaurants: A research on ethnic restaurants in İstanbul

In recent years, increasing customer demand for ethnic restaurants, the increase in the number of businesses in the food and beverage sector, the interest and relevance of national and international investors to the food and beverage industry have positively affected the future of ethnic restaurants. As a result of the positive evaluations towards these restaurants and significant investments in this area, the researchers began to concentrate their interest and studies on the mechanism of this restaurant type and the feelings, behaviors and perceptions of customers. The main purpose of this research is to determine the perception of customers' price and brand value in ethnic restaurants in Istanbul. Another aim of the research is to reveal the pricing methods and brand value of ethnic restaurants within the scope of the manager. In this context, in order to achieve the objectives of the study, interviews were conducted with the managers and owners of ethnic restaurants in Istanbul and a questionnaire was applied to the customers who preferred these restaurants. Within the scope of the research, the aim of the study was achieved and various suggestions were given to the owners, managers and potential ethnic restaurant entrepreneurs.