CONSUMER PREFERENCES AND SEGMENTATION OF CONSUMERS OF FOOD SERVICES IN POLAND - DURING PANDEMIC

Agnieszka Górka-Chowaniec, Tadeusz Sikora, Marcin Salamaga

Abstract: The research aimed to explore preferences regarding the selection of collective consumption, with attention being given to the following three research constructs: the attractiveness of collective consumption, economic determinants for using the offer of food services, as well as social and cultural determinants for consumer behaviours on the food services market. The research was conducted through a direct channel, using a questionnaire prepared to this end. The research process, during which primary data was gathered, comprised the following three stages: qualitative research, quantitative pilot research and proper quantitative research. The proper quantitative research covered a representative random sample of 2,102 Poles aged above 18. The article presents the results of research carried out to examine preferences regarding the use of food services provided by restaurants and attempts to categorise consumers of food services into segments. Empirical material was gathered and analysed to identify five consumer segments. The data obtained not only supplements existing research by providing up-to-date pandemic-related information on changing preferences on the food services market and gives restaurant owners (restaurateurs) guidance on designing food product architecture for individual consumer segments, but also provides a starting point for research hypotheses that can be formulated in future scientific research.

Keywords: Consumer Preferences, Consumer Segmentation, Restaurants, SARS-CoV-2, Poland

DOI: 10.24874/IJQR17.01-10

Recieved: 11.02.2022  Accepted: 16.06.2022  UDC: 608.34

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