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

• Main Authors: Darya G. Legeza, Thomas A. Brunner, Yukilay K. Kerimova, Tatyana V. Kulish, Anastasia S. Konovalenko
• Format: Article
• Language: English
• Published: LLC "CPC "Business Perspectives" 2019-03-01
• Series: Innovative Marketing
• Subjects: children’s food; interview; personalized order; Ukraine
• Online Access: https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/11718/IM_2019_01_Legeza.pdf

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.