INFLUENCE OF FOOD SAFETY AND PRICING STRATEGY TOWARDS CUSTOMER BEHAVIOR DURING COVID-19(SURVEY OF HAIDILAO HOT POT IN CHINA)

Abstract

Purpose-The purpose of this study is to explain the changes in consumer behavior observed in the catering industry in China during COVID-19, and to use the influencing factors and considerations of food safety and price strategies to make a preliminary understanding and preliminary assessment of the impact of price and food safety on consumer behavior. Design/ Methodology/ Approach-This research uses a 20-question questionnaire to conduct a quantitative study, and the questionnaire is distributed to 180 respondents who have consumed in Haidilao to varying degrees. Demographic factors are divided into several types, including age, gender, occupation, monthly disposable income and consumption status in Haidilao in the past year. Conduct a preliminary analysis to extract and examine behavior patterns and practices and an assessment of potential dominant considerations. Further statistical analysis is carried out to confirm the reliability of the data, and at the same time, a validity test is carried out to analyze the factors. Hypothesis is tested with structural equation model. Finding-The survey results show that variables such as food safety and price strategies have a significant contribution to consumer behavior. The research can explore the basic principles of current catering consumers' consumption decisions and determine the importance of factors that are only considered to have a potential relationship or no significant influence on consumer behavior. This provides an overview of the status qua of consumption in China’s catering industry and is helpful for further research. Originality/Value-This research focuses on how food safety and price strategies affect consumer behavior. This may provide a basis for further research in the future. As a model for understanding consumer behavior in China's catering industry, it may prove beneficial and useful after the epidemic, so as to help relevant markets, industries and institutions understand the intentions and considerations of catering consumers.