FACTORS INFLUENCING CUSTOMER PURCHASING IN A WORKSITE CAFETERIA1

Abstract

Employees at the Kansas Farm Bureau (KFB) were surveyed to determine reasons for use or nonuse of the employee cafeteria, and for factors influencing entree selection. This study was part of a larger study that involved modifying hot entrees to contain less than 30% of calories from fat and less than 1000 mg of sodium. Hot entrees were then marketed as such on the menu board and serving line and were evaluated by cafeteria customers. In the current study, employees were asked to rate the importance of 13 factors that could be involved in their entree selection and to rate the degree of influence the same factors had on their decision to purchase a hot entree. Following the marketing of hot entrees, a similar survey again was sent to all KFB employees. Analysis of variance was used to compare responses before and after marketing using responses from individuals completing both surveys. Employees responding to the premarketing survey rated food quality and price as the factors most important in the purchase decision to purchase a hot entree. When pre and postmarketing surveys were compared there were few changes. Price appeared to be more influential than health value issues in the purchase decision of KFB employees. The only nutrient information that customers appeared interested in obtaining was calories per serving and grams of fat per serving. Foodservice operators who emphasize food quality and high value may encourage customers to purchase entrees modified to be more healthful.