Academic journal article Business: Theory and Practice

Restaurant Market in Kazakhstan: A Portrait in Comparison with the US Market

Academic journal article Business: Theory and Practice

Restaurant Market in Kazakhstan: A Portrait in Comparison with the US Market

Article excerpt

JEL Classification: M31, P42, L89, L11.


From the research point of view, restaurant industry in Kazakhstan remains as one of the most unexplored markets. Particular aspects of market performance had been researched by Toleubaev (2010), Semykina (2000), Zhaksybergenov and Kulazhanov (2000), Choimbekov et al. (1996). The restaurant market is very dynamic in the developing countries and on one hand, these works are largely outdated but on the other, these works paid less attention to the comparative analysis of different markets.

The comparative method is known to act as general orientation of knowledge. The research tries to find something in common or different when comparing processes, facts, concepts, elements of structure and the quality of the phenomena. In other words, comparison acts as a method of knowledge and in a way identifies general and particular in the studied phenomena, further becoming an orientation and navigation in the world of many phenomena.

Moreover, science has developed many methods for quantitative and qualitative comparisons and it fact it is very hard to establish a single measure of differentiation.

To emphasize, the most frequently mentioned and debated methods in the literature are: case-study, binary, regional, global and cross-temporal comparisons (Keman 1993; Stepan 2001; Landman 2008; Peters 1998).

Case-study method of comparison. This type of comparison is used when one country is analyzed against the backdrop of other countries; usually those countries are more economically stable or have better conditions (Almond 2007; Dalton, Strom 2011).

Binary comparison is a strategic research of two countries, which allows identifying common and specific aspects in economic, social and political development (Dogan, Pelassy 1990; Peters 1998).

This method can be successfully applied to compare Kazakhstan and the US restaurant markets, especially if not to use absolute but relative indicators of market development and relative indicators of supply and demand.

Furthermore, to compare the restaurant and other markets, it is not necessary to use and apply mechanical conclusions. The given method does not exclude mentality and other social factors. For example, Lipset (1997) analyzed the research of binary comparative study of Japan and the US as two examples ofthe most successful industrial countries. As a result, he noted that in such comparison it is possible to highlight more characteristic differences between those countries. In this case, Lipset gave a completely different perspectives and ways to achieve commercial success of these countries (Lipset, Marks 2000).

Besides the case-study method and binary method, there are other ones, such as regional, global and cross-temporal comparisons (Smelser 1994; Bartolini 2006).

In given case, a study of development level of Kazakhstan restaurant market calling for a combination of difference methods of comparative studies (Ragin 1989). In this regard, as a research methodology, a dual strategy combining binary research and case-study of Kazakhstan will be used. This will allow answering many questions, including:

--At what stage of development the restaurant market in Kazakhstan stands?

--What needs to be changed in the development of restaurant market and, in particular, the relationship between the restaurant and client, to improve the management of restaurants?

--What is the prognosis and what are the trends in the development of various segments of the market?

In terms of scientific research and analysis, how important is the restaurant industry? Although, this industry looks prospering, there are many hidden and latent problems. These problems appear due to the specificity of the industry, such as small size enterprises, secret recipes and etc., seem as not important in business but have not been researched well. …

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