Consumers’ behaviour in fast-food restaurants: a food value perspective from Spain

Abstract

Purpose The purpose of this paper is to understand consumers’ behaviour in fast-food restaurants in Spain. To this end, the authors conducted a survey that combined a classification of food values, as proposed in the relevant literature, with a related model that links personal values to behaviour. Design/methodology/approach A sample of 400 consumers was gathered from two different, leading fast-food chains operating in Spain. With these data, respondents were grouped through hierarchical cluster analysis and K-measures, and in accordance with Lusk and Briggeman’s (2009) food values and the food-related lifestyle model. The authors validated these clusters by means of ANOVA and discriminant analysis, which led to useful observations about inter-group differences in consumers’ habits, as well as their satisfaction, trust and loyalty. Findings The results indicate that consumers can be clustered into three groups based their food values assessments: the “mainly utilitarian” group, the “mainly hedonic” group and the “ethical values” group. These groups not only demonstrate diverse habits, but also differ on key variables such as satisfaction, trust and loyalty. Practical implications The authors offer several managerial recommendations for designing and developing segmentation strategies in the fast-food industry. Any such strategies should acknowledge that all consumer groups appear to value restaurants’ efforts to provide them with both hedonic and utilitarian benefits, although the extent varies across groups. Originality/value Among the relevant literature, this research is the only one that examines the existence of distinct consumer groups based on their food values assessments. In addition, this paper analyses inter-group differences in terms of both diverse consumptions habits (frequency of visits, expenditure, etc.) and key marketing variables (satisfaction, trust and loyalty).

The influence of food values on post–purchase variables at food establishments

“…Some interesting theoretical contributions can be obtained from this research. First, unlike some previous studies focused on restaurants (e.g., Izquierdo-Yusta et al, 2019;Pérez-The influence of food values on post-purchase variables at food establishments DOCFRADIS 01/2020 Villarreal, Martínez-Ruiz and Izquierdo-Yusta, 2019), this research focuses on food establishments. Secondly, the number and type of variables studied is also different from previous work in this line of research.…”

“…Secondly, the number and type of variables studied is also different from previous work in this line of research. For example, while studies such as that of Izquierdo-Yusta et al (2019) analyse the existence of various groups of consumers based on their assessments of food values, examining inter-group differences in terms of consumption habits and two post-purchase variables (satisfaction and confidence), this work investigates the impact of food values on satisfaction (both with the purchase and with the establishment), loyalty and switching costs. The variables analysed in this paper also differ from those considered in other previous works, such as those considered in Pérez-Villareal et al (2019), that studied the effect of food values on other pre-purchase variables, such as attitudes and purchase intentions.…”

“…For all of these reasons, determining how consumers assess the values of the foods on offer at different establishments is of great interest. Therefore, retail food establishments must be able to introduce into their offer those products that have the values demanded by the various consumer segments, in order to achieve not only their satisfaction in the short term (Pelissari et al, 2011;Izquierdo-Yusta et al, 2019), but also their loyalty in the long term (Izquierdo-Yusta et al, 2019). In this broad frame of reference, it is helpful to take a more detailed look at the relatively new concept of food values, and more specifically, at how consumers consider them in their food-purchasing and consumption processes (c.f., Lusk and Briggeman, 2009;Lusk, 2011;Martínez-Ruiz and Gómez-Cantó, 2016).…”

Capitalism leading to unhealthy food consumption

“…Expanding globalization has resulted in significant cultural and sociological changes that have influenced consumers' eating habits and nutritional preferences (Izquierdo‐Yusta, Gómez‐Cantó, Pelegrin‐Borondo, & Martínez‐Ruiz, 2018). Today's consumers are concerned about not only the safety of their food but also their health impact (Izquierdo‐Yusta et al, 2018).…”

“…Expanding globalization has resulted in significant cultural and sociological changes that have influenced consumers' eating habits and nutritional preferences (Izquierdo‐Yusta, Gómez‐Cantó, Pelegrin‐Borondo, & Martínez‐Ruiz, 2018). Today's consumers are concerned about not only the safety of their food but also their health impact (Izquierdo‐Yusta et al, 2018). Consequently, as more people focus on consumer health and food quality and advocate for socially responsible initiatives, the ever‐increasing market power of global fast‐food retailers, such as McDonald's and Kentucky Fried Chicken (KFC), can no longer rely solely on convenience and product consistency as unique selling points (Schröder & McEachern, 2005).…”