• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Influence of Value Determinants on Customers' Preferences: to Оrder Food Online or to Go Out

Student: Lyapina Aleksandra

Supervisor: Veronika Rudchenko

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2020

Food industry has been developing fast over the last several decades. It has become extremely popular among people all over the world. Restaurant business in one of the most fast developing fields of today in Saint Petersburg. Saint Petersburg - a gastronomic center, the second largest city in Russia was chosen as a research area for the paper. Mealtime is typical for all of us, and every person has experienced it, for sure. However, meal patterns differ over the world. Every country, region, city and even every person has different habits and patterns. Habits can differ in accordance with gender, personal background, personal values and etc. Since psychology and marketing are closely connected with each other and buying behavior has always been based on humans` emotions feelings and thoughts. This paper deeply discusses value determinants that are typical for every person. The authors discussed independence/ free choice, self-esteem and happiness. Value determinants that are deeply studied in this paper are supposed to structure and classify consumers` emotion and feelings and represent the correlation between them and choice whether to eat out of to order food online. The purpose of this study is to find out in what way do value determinants influence consumers` choice of online and offline food. For finding correlations logistic regression was used and interpreted. The authors used a survey conducted by 400 respondents of different age from St. Petersburg only. Four hypotheses were made: • H0: The influence of value determinants on customers’ choice does not exist. • H1: Single people eat out more often than people who has a family. Determinant: freedom (independence, free choice). • H2: People who consider themselves happy eat out more often than others, who prefer to order food online. Determinant: happiness. • H3: People with low self-esteem order food online more often than others, who prefer to eat out. Determinant: self-respect (self-esteem). The database was created in accordance with the purpose of the study, since the purpose was to study customers` values that affect their choice. The survey was created in both electronic and printed versions to avoid unrepresentativeness of the sample. The logistic regression analysis of binary dependency was conducted. Dependent variable was the customers` choice, independent variables were level of happiness, self-esteem, and marital status. Logistic regression analysis is considered to be the most appropriate for this study because of the data features and the fact that this kind of analysis was previously used in similar studies. According to the results of the research, three of them were confirmed, whole H0 was reduced. The research is based on value classification suggested by Kamakura (1991). Evidence for choosing Saint Petersburg as an area of study is provided and supported by Trabskaya,( n.d.). Practical implementation is deeply discussed and interpreted in a way of recommendations for both online and offline venues.

Full text (added May 31, 2020)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses