Features of consumer behaviour in the sphere of fast food catering on the Moscow market

The article presents the results of the empirical research of consumer behaviour features in the sphere of fast food catering in the Moscow market. The research method is a questionnaire survey with the use of digital technologies. The article reveals the loyalty of consumers to the visited fast foo...

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Main Authors: A. N. Timokhovich, A. A. Bekreneva
Format: Article
Language:Russian
Published: State University of Management 2024-10-01
Series:Цифровая социология
Subjects:
Online Access:https://digitalsociology.guu.ru/jour/article/view/325
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author A. N. Timokhovich
A. A. Bekreneva
author_facet A. N. Timokhovich
A. A. Bekreneva
author_sort A. N. Timokhovich
collection DOAJ
description The article presents the results of the empirical research of consumer behaviour features in the sphere of fast food catering in the Moscow market. The research method is a questionnaire survey with the use of digital technologies. The article reveals the loyalty of consumers to the visited fast food establishments; their motivation to visit new such places is determined; the awareness of consumers about the opening of new fast food establishments is studied; their preferences regarding the use of meal delivery services of these places and staying at them are revealed. The conclusions are formulated that direct visit to fast food restaurants remains a popular social practice among a significant part of consumers; digital meal delivery services of these places is actively used by consumers; visiting fast food establishments and ordering meal delivery there are typical for representatives of low-, middle-, and high-income audience segments; the communication activity of new fast food restaurants being opened is insufficient; the audience’s expectations from visiting these places and ordering food from them are not limited to the satisfaction of basic needs. The results of the research can be useful for the development of marketing strategies and advertising campaigns in the sphere of fast food catering as well as for the adjustment of business strategies of the restaurants.
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institution Kabale University
issn 2658-347X
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publishDate 2024-10-01
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series Цифровая социология
spelling doaj-art-ea5a5d44bded4499b3ee06536e688fc52025-02-04T16:32:35ZrusState University of ManagementЦифровая социология2658-347X2713-16532024-10-0173243210.26425/2658-347X-2024-7-3-24-32204Features of consumer behaviour in the sphere of fast food catering on the Moscow marketA. N. Timokhovich0A. A. Bekreneva1State University of ManagementState University of ManagementThe article presents the results of the empirical research of consumer behaviour features in the sphere of fast food catering in the Moscow market. The research method is a questionnaire survey with the use of digital technologies. The article reveals the loyalty of consumers to the visited fast food establishments; their motivation to visit new such places is determined; the awareness of consumers about the opening of new fast food establishments is studied; their preferences regarding the use of meal delivery services of these places and staying at them are revealed. The conclusions are formulated that direct visit to fast food restaurants remains a popular social practice among a significant part of consumers; digital meal delivery services of these places is actively used by consumers; visiting fast food establishments and ordering meal delivery there are typical for representatives of low-, middle-, and high-income audience segments; the communication activity of new fast food restaurants being opened is insufficient; the audience’s expectations from visiting these places and ordering food from them are not limited to the satisfaction of basic needs. The results of the research can be useful for the development of marketing strategies and advertising campaigns in the sphere of fast food catering as well as for the adjustment of business strategies of the restaurants.https://digitalsociology.guu.ru/jour/article/view/325consumer behaviourconsumersrestaurant businesspublic food systemfast food cateringmarketing communicationsattracting consumersempirical research
spellingShingle A. N. Timokhovich
A. A. Bekreneva
Features of consumer behaviour in the sphere of fast food catering on the Moscow market
Цифровая социология
consumer behaviour
consumers
restaurant business
public food system
fast food catering
marketing communications
attracting consumers
empirical research
title Features of consumer behaviour in the sphere of fast food catering on the Moscow market
title_full Features of consumer behaviour in the sphere of fast food catering on the Moscow market
title_fullStr Features of consumer behaviour in the sphere of fast food catering on the Moscow market
title_full_unstemmed Features of consumer behaviour in the sphere of fast food catering on the Moscow market
title_short Features of consumer behaviour in the sphere of fast food catering on the Moscow market
title_sort features of consumer behaviour in the sphere of fast food catering on the moscow market
topic consumer behaviour
consumers
restaurant business
public food system
fast food catering
marketing communications
attracting consumers
empirical research
url https://digitalsociology.guu.ru/jour/article/view/325
work_keys_str_mv AT antimokhovich featuresofconsumerbehaviourinthesphereoffastfoodcateringonthemoscowmarket
AT aabekreneva featuresofconsumerbehaviourinthesphereoffastfoodcateringonthemoscowmarket