TRENDS INFLUENCING THE MARKET OF STREET FOOD, AND THE WILLINGNESS OF ENTERPRISES TO ADAPT THE TOOLS OF INTERACTION WITH THE TARGET AUDIENCE

Investments in foodservice are traditionally attractive due to the constant current demand for services, but are accompanied by a sufficiently high risk of return on investment. Risks are caused by restrictions of statutory regulation of the economy, decrease in purchasing power and dynamic change of the consumer and criteria of his choice when making purchase. The article analyzes forming trends of consumer behavior in the highly competitive market of street food. Changes in consumer behavior necessitate the modernization of communication tools with the consumer and the client. The directions of transformation are revealed and the target request for improvement of tools of interaction with the consumer is defined. The key trends shaping the transformation of consumer behavior are the following: the decline in purchasing power and the growth of the customer’s technological level, the lack of time, the promotion of a healthy lifestyle, and the change of typological generational characteristics of the consumer. The results of the analysis of the regional market street food (Novosibirsk) are presented. The readiness of regional companies operating in the Street food market to change practices and promotion tools is revealed. The key areas of improvement are identified: assortment policy for individual needs of the consumer, the designer of dishes and the formation of the cost of products.

food market, behavior, choice, consumer, trends, consumer preferences, omnichannel, emotional marketing, marketing research, customer satisfaction factors, impact tools.

Borisova A. A., Garanina M. V., Mashchikova A. V. Trends influencing the market of street food, and the willingness of enterprises to adapt the tools of interaction with the target audience // Business. Education. Law. 2019. No. 1 (46). Pp. 32–39. DOI: 10.25683/VOLBI.2019.46.159.