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

  • Received February 8, 2019;
    Accepted March 17, 2019;
    Published March 20, 2019
  • Author(s)
  • DOI
  • Article Info
    Volume 15 2019, Issue #1, pp. 54-65
  • Cited by
    6 articles

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This work is licensed under a Creative Commons Attribution 4.0 International License

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.

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    • Figure 1. Distribution of the respondents by associative perceptions of a store format
    • Figure 2. Service evaluation by customers: five-point scores
    • Figure 3. The level of customer satisfaction with the variety of food
    • Figure 4. Distribution of the respondents by their intention to make a recommendation to friends
    • Table 1. The model of consumer buying behavior