Consumers’ Behavior of Restaurant Selection

The main goal of this research is to study the consumer's attitude for choice of a restaurant, that place importance on the ingredients quality and origin, composing the menu and to characterize the potential necessity of developing an online B2B platform, which main purpose is to build a link between local farmers of food and beverages and the representatives of the HoReCa sector in Plovdiv region. B2B commerce is a concept that describes the process of buying and selling of products, services and information and both sellers (suppliers) and buyers are business corporations.Design/Methodology/Approach - The methodology of this study involved conducting surveys and the data are collected from local and foreign tourists (n=250) who visited Plovdiv region.Findings - Based on the analysis, we can find out that one of the main factors, affecting consumers behavior for restaurant selection are quality of the food, demand for fresher and higher quality food products mostly influence the selection of full-service restaurants. Obtained results describes the need of identification trends for environmental movement and growing popularity of locally produced fruit and vegetables, provided by local farmers and agribusinesses.Practical implications - The present study is important because characterize the consumer's behavior toward restaurant selection. From the perspective of B2B platform, the obtained results provide data on how restaurateurs can meet the consumer's desire in order to provide quality food while creating link with local farmers.