A model of consumer buying behavior in relation to eco-intelligent products in catering

Author:

G. Legeza Darya1ORCID,A. Brunner Thomas2ORCID,K. Kerimova Yukilay3ORCID,V. Kulish Tatyana4,S. Konovalenko Anastasia5ORCID

Affiliation:

1. Doctor of Economic Sciences, Associate Professor, Department of Marketing, Tavria State Agrotechnological University

2. Ph.D., Professor of Consumer Behavior, School of Agricultural, Forest and Food Sciences, Bern University of Applied Sciences

3. Doctor of Economic Sciences, Professor, Academician of Kazakh National Academy, Department of management and Organization of Agribusiness, Kazakh National Agrarian University

4. Ph.D., Associate Professor, Department of Marketing, Tavria State Agrotechnological University

5. Ph.D., Senior Lecturer, Department of Marketing, Tavria State Agrotechnological University

Abstract

Growing negative changes cause a deterioration in food quality, which makes people select organic and eco-intelligent food. The aim of the article is to analyze various types of customer behavior using an example of a local catering company that offers eco-intelligent food. The company’s brand operates two catering stores located in different parts of an urban city. The interview of existing and potential customers was conducted within 1,000-meter radius of store locations at peak hours (7:30–10:00 am and 12:00–2:30 pm). The model of consumer behavior is centered on the main principle of deciding to buy eco-intelligent food. The data suggest that customers are looking for additional necessary services, which are vital for eco-intelligent products and expanded selection according to the store’s format. Both the time of the ordering processing and the ability to order a personalized meal have the main influence on customers’ decision. Large selection of eco culinary products in the stores attracts local residents to visit one of these stores at least once a week. An essential feature of a culinary store offering eco-intelligent food is high-quality prepared food. The study recommends expanding promotional programs to give consumers additional knowledge about the advantages of organic nutrition. The prevalent consumer model describes a woman under 40 years old who visits a store at least once a week for lunch and prefers a comfortable environment and a diverse selection of quality eco-food.

Publisher

LLC CPC Business Perspectives

Subject

Management of Technology and Innovation,Marketing,Economics, Econometrics and Finance (miscellaneous)

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3. Bei, L., & Chiao, Y. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on consumer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-140. - http://jcsdcb.com/index.php/JCSDCB/article/view/110

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