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Changing the Taste of Social Enterprise

Hollywood, Lynsey, Wells, Laura and McEntee, Mairead (2015) Changing the Taste of Social Enterprise. In: CHME Manchester 2015, Manchester. CHME. 19 pp. [Conference contribution]

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The purpose of this paper is to investigate consumer motivations to visit a social enterprise café. A total of 150 consumers from Northern Ireland took part in a paper based survey. Participants were obtained using a quota sample based on ten of the social enterprise cafes registered within in the Belfast/Greater Belfast area (Northern Ireland Executive, 2012). Results were inputted into SPSS and analysed using correlations and t-tests to determine if socio-demographic differences in participants’ motivations and their visitation behaviour existed. The key findings indicated that consumers consider the social enterprise ethos to be an added benefit and not a core requirement for their patronage. Whilst there is a strong base of customers who visit social enterprises establishments due to their societal ethos, there is now an opportunity for social enterprises to target a wider audience, albeit the strategy must be built upon product offering not societal mission and aims.This is the initial part of a wider study and only high-level findings have been discussed at this stage.

Item Type:Conference contribution (Paper)
Keywords:Social Enterprise, Cafes, Consumer, Motivations, Northern Ireland, Belfast.
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:33640
Deposited By: Dr Laura Wells
Deposited On:15 Mar 2016 09:28
Last Modified:15 Mar 2016 09:28

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