A model of consumer buying behavior in relation to eco-intelligent products in catering
Open Access
- 20 March 2019
- journal article
- Published by LLC CPC Business Perspectives in Innovative Marketing
- Vol. 15 (1), 54-65
- https://doi.org/10.21511/im.15(1).2019.05
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.Keywords
This publication has 34 references indexed in Scilit:
- Digital Junk: Food and Beverage Marketing on FacebookAmerican Journal of Public Health, 2014
- Attitudes towards environmentally friendly productsMarketing Intelligence & Planning, 2011
- Female consumers: Decision-making in brand-driven retailJournal of Business Research, 2010
- Using Hands-on Demonstrations to Promote Cooking Behaviors with Young Adolescents: The Culinary Camp Summer Cooking ProgramJournal of Nutrition Education and Behavior, 2007
- Food quality and safety: consumer perception and demandEuropean Review of Agricultural Economics, 2005
- Multi‐criteria decision making for e‐marketplace selectionInternet Research, 2004
- Generation Y female consumer decision‐making stylesInternational Journal of Retail & Distribution Management, 2003
- Purchasing motives and profile of the Greek organic consumer: a countrywide surveyBritish Food Journal, 2002
- Current issues in the understanding of consumer food choiceTrends in Food Science & Technology, 2002
- Organic product avoidanceBritish Food Journal, 2002