What is CHAID Analysis

The purpose of the chapter is to recognize how customers perceive the value proposition content of network companies providing restaurant services. This is theoretical and empirical research in equal measure. The chapter presents the results of the restaurants value proposition study in Saint Petersburg (Russia) according to industry data and identifies the target audience key needs and industry characteristics in the market, semantic core formation, and clustering in order to identify the main criteria affecting the value proposition formation. The study was conducted among 16 chain restaurant holdings located in St. Petersburg, using statistical data based on the marketing statistical tool Google KeyWord Planner analytic database. The results made it possible to highlight key criteria of the value proposition by which consumers make their choice. This approach will allow standardizing decision-making systems on the possibility of identifying the innovative potential of the company's transition to a qualitatively new level of service and use of production resources.