Determinants for food service market segmentation and contemporary consumers’ behaviours amid the Covid-19 pandemic

Abstract

PurposeThis study aims to draw attention to consumers' behaviours which are changing on account of the COVID-19 pandemic, provide an understanding of the factors influencing these behaviours and emphasise their importance in building contemporary business models for the restaurant industry. The article is a case study of the Polish restaurant sector based on a comparison with the worldwide literature.Design/methodology/approachA study of the current literature on the subject pertaining to the issues discussed, an analysis of them, mainly by examining trade reports, with a special focus on the following databases (BDL GUS, CBOS, IGGP PKD) and foreign references, as well as Internet sources, using the systematic (structured) literature review (SLR) method. The authors searched the databases between May 2020 and May 2022, paying attention to the following keywords: COVID-19, consumer behaviours, food services, market segmentation, Poland.FindingsThe analysis allowed the authors to identify the most important factors influencing consumer behaviour under the influence of the COVID-19 pandemic. This in turn enabled them to verify a hypothesis concerning the significant impact of the COVID-19 pandemic on consumers’ behaviours on the food service market. Results from an analysis of trade reports and from a literature review confirm the hypothesis proposed, leading to the conclusion that the contemporary reality in Poland currently requires businesses to continuously monitor consumers’ behaviours in a turbulent and uncertain environment.Research limitations/implicationsThe systematic identification of changes taking place in consumers’ behaviours will make it possible to adapt a portfolio of services to changes observed in this regard.Practical implicationsThe analysis conducted by the authors in 2021 to examine trends in consumer behaviours proved that changes affecting their thinking were undoubtedly accelerated by the pandemic of a contagious disease – COVID-19.Originality/valueSome consumer trends that appear to be a response to limits and restrictions may be observed for a longer period of time. Therefore, those restaurant owners who want to successfully go through the stage of adaptation to the new reality will have to focus, in the short term, on actions designed to identify their customers’ needs and expectations anew and tailor their business models and offer accordingly.

Innovative Aspect of E-Commerce Development in Ukraine

“…Full-scale hostilities also led to a radical change in the nomenclature of purchases. Preference began to be given to food products with an extended shelf life, pharmaceutical products, hygiene products or clothes (Górka-Chowaniec, & Sikora, 2023). The market share of essential goods exceeded 50%.…”

A Case Study of Consumer’s Attitudes towards Agro-Food Markets in Danube Microregion in COVID-19 Pandemic

“…Overall, a pandemic clearly demonstrates how consumer behavior depends heavily on the situation, as well as product and consumer characteristics. The analysis conducted by Górka-Chowaniec and Sikora proved that COVID-19 is rapidly affecting changes in consumer behaviors and the way of thinking [32]. In Serbia, for example, the pandemic significantly impacted online commerce, with many consumers turning to online food purchases [33], while digital marketing in west Java, Indonesia, increased during the pandemic compared to before the pandemic and had a significant effect on consumer purchasing decisions [34].…”