Motivations and preferences for Ukrainian restaurants among European consumers

This bachelor thesis analyzes consumer behavior regarding restaurants owned by Ukrainians in Poland, Austria, and the Czech Republic, in the context of the war in Ukraine. The restaurants are viewed as a type of migrant entrepreneurship rather than a Ukrainian-style restaurant. The study creates a balance between the Theory of Planned Behaviour, migrant entrepreneurship, and the consumer solidarity with the Ukraine. The research involves an online survey and collect 45 responses, 15 per country. The survey is used to create an online, consumer, cross-country, and descriptive analysis and the data are used to create composite indexes and are analyzed to create an overall correlation analysis of the data. The results show consumer intention and consumer knowledge of the restaurants in each of the three countries, establish differences between consumers and their perception, and evaluate the level of solidarity. The ultimate goal of the survey is to develop a deeper understanding of consumers’ perception of the burgeoning migrant entrepreneurship trend in the respective countries and to assess the role of direct and consumer-based solidarity in acceptance levels of the restaurants analyzed.