Factors of Consumer Demand for Healthy Food Delivery

Keeping a healthy lifestyle is becoming an increasingly popular practice. Healthy food is an integral part of it. The purpose of this study was to identify factors that affect consumer demand for services, which provide delivery for healthy food. This type of service is new one in the food market and therefore it is of particular interest for research. To achieve this goal, the existing literature on this subject was analyzed and an optimal methodology for market research was developed. A survey was conducted to collect data for subsequent use within the descriptive analysis and a regression logit model of binar selection. Data about the socio-demographic, status, value, behavioral and cost characteristics of respondents was collected with the help of the survey. As a result of analysis of the three logit regressions were defined the factors, which influence the probability of using the service of healthy food delivery: the number of respondents' cohabitants, the degree of adherence to the principles of proper nutrition, the difference in the cost of cooking themselves and the cost of using the service, education, the cost of time spent for preparing food and purchasing products in conditions of not using the service, the average income per family member. The results of this study can be used both by players onf the market for delivery of healthy food in order to create an optimal development strategy, and by the scientists as a basis for further research.