Consumer behaviour towards different types of food take-out methods in Finland during the COVID-19 pandemic : case: Thai Vegan Kitchen
Nguyen, Anh (2021)
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021122090100
https://urn.fi/URN:NBN:fi:amk-2021122090100
Tiivistelmä
The COVID-19 pandemic and social distancing are profoundly disrupting the restaurant industry in Finland and consumer behaviour in buying food. Besides that, food take-out services are the solution to solve the difficulty. The thesis aims to understand how customers respond to different types of food take-out methods at Thai Vegan Kitchen and the reasons behind those responses.
The theoretical part of the study provides a basic concept of the available food take-out methods in Finland and particularly at Thai Vegan Kitchen, consumer behaviour and potential factors influence customer, as the foundation for the empirical part.
The quantitative research method was employed in the empirical part. Data collection was executed by online survey in English. The survey process took place in one week and obtained 97 valid respondents.
The result shows that all the marketing stimuli and personal characteristics have a certain influence on consumer behaviour. The most favourite food take-out service in COVID-19 situation is home delivery. Customers use their favourite food take-out methods more frequently than others. The purchase amount in one order is inversely proportional to the physical effort people put in to get it. Moreover, the main consumer segment in using food take-out services at Thai Vegan Kitchen is identified. Based on the findings of the conflict between consumer behaviour and services’ availability at Thai Vegan Kitchen, suggestions for generating new food services are released for the case company.
The theoretical part of the study provides a basic concept of the available food take-out methods in Finland and particularly at Thai Vegan Kitchen, consumer behaviour and potential factors influence customer, as the foundation for the empirical part.
The quantitative research method was employed in the empirical part. Data collection was executed by online survey in English. The survey process took place in one week and obtained 97 valid respondents.
The result shows that all the marketing stimuli and personal characteristics have a certain influence on consumer behaviour. The most favourite food take-out service in COVID-19 situation is home delivery. Customers use their favourite food take-out methods more frequently than others. The purchase amount in one order is inversely proportional to the physical effort people put in to get it. Moreover, the main consumer segment in using food take-out services at Thai Vegan Kitchen is identified. Based on the findings of the conflict between consumer behaviour and services’ availability at Thai Vegan Kitchen, suggestions for generating new food services are released for the case company.