Abstract

There has been little research undertaken on foodservice buying behaviour and so there are no models to describe it. This is of concern, for when suppliers develop new foodservice products they need to understand the purchasing decision process and the factors that affect the purchasing decision. This paper aims to contribute to knowledge of foodservice buying behaviour through the testing of a model for the adoption of `New Beef' products. During the testing of this model in hotel and motel foodservice operations in Greater Melbourne, Victoria, Australia, factors affecting the purchase decision-process for `New Beef' products were investigated. The focus of the research reported in this paper was upon `non-task' variable; in particular, risk-reduction activities and assessment of product benefits involved in the evaluation stages of the `New Beef' product purchasing decision-process. The findings have a clear message for those responsible for purchasing in foodservice operations. They indicate that, in the purchasing of `New Beef' products, the trial of a sample before purchase enables a better assessment of the product benefits, so reducing the risk involved in the purchase. Additional risk-reduction activities can be continued after initial purchase, in particular by incorporation of the new product in a dish for the `Specials' menu. Furthermore, the development and maintenance of a close relationship with the supplier was shown to be of particular benefit to foodservice operators during the evaluation stages of the purchase decision-process.