Consumer behavior of Volgograd students: food delivery services and marketplaces

The article examines the consumer behavior of VolSU students in the context of food delivery services. The theories of consumer behavior by H. were analyzed. Leibenstein, P. Bourdieu, J. Baudrillard, and T. Veblen, on the basis of which four models of consumer behavior were identified and described: demonstrative, symbolic, rational, and irrational behavior. Based on this classification, a study was conducted among Volgograd State University students. The study was conducted using in-depth interviews (N=16) to identify the specific features of using these services. The following models of consumer behavior were identified: "cautious," "advanced," "innovative," and "lazy" users. "Cautious" users are wary and distrustful of food delivery, preferring to go to the store themselves. These users usually don't like the service fee or delivery costs. "Advanced" users actively use delivery services, appreciating their convenience and time-saving features. "Lazy" users order food when they need it. "Innovators" don't incorporate delivery services into their daily lives, but they prefer to order new products or unusual items, including those from foreign manufacturers, which may not be available in regular stores. The relevance of the study is due to the rapid development of the food delivery market and the need to understand consumer behavior in new conditions.