YİYECEK VE İÇECEK İŞLETMELERİNDE PSİKONÖROBİYOKİMYA YAKLAŞIMI1

Abstract

In order to obtain the satisfaction of customers, food and beverage establishments should be aware of their psychological and physiological states. In this context; problem of the study consists of psychological and physiological states of consumers who preferred the food and beverage establishments. Aim of the study is to explain psychological and physiological states that influence consumer behaviour by psychoneurobiochemistry factor, and discuss the psychoneurobiochemistry factors which have effect on marketing of food and beverage operations. In this study; document analysis method, which is one of the qualitative analysis methods, was used in order to add new information to theoretical information. In this context, psychoneurobiochemistry approach table was created for food and beverage establishments by gathering four different disciplines which are psychological, neurological, biological and chemical that have influences on consumer behaviours, in an attempt to determine what kind of food groups should the food and beverage establishments particularly include in their menus. It is a very important issue that in order to make profit and obtain competitive advantage among other establishments, owners or executives of food and beverage establishments should well analyze consumer behaviours and based on that, know which food groups and activities will positively affect consumer behaviours. In the study, analyses of psychological and physiological states influencing consumer behaviours were made by neurotransmitters and hormones such as serotonin, melatonin, dopamine, noradrenaline, adrenaline and acetylcholine, biological factors such as photoperiod and circadian and psychological factors such as emotion and state of mind. In this study, an advisory table was prepared for establishments in terms of designing the establishment in a way to perform various activities physically at their foundation stages, and determine the factors that positively influence consumer behaviour and help them have well-balanced and healthy diet during menu creation