Dynamics in Consumer Behavior: The Role of Solidarity in Choosing Smaller Restaurants

Abstract

This master thesis investigates how solidarity-based consumer behavior influences small Danish restaurants, or all in all if people can be solidary. It therefor aims to understand how deeper insights into consumer behavior can assist these establishments in achieving sustainable growth and enhanced customer loyalty. Utilizing mainly quantitative methods, the study analyzes consumer responses and trends to identify the drivers of solidarity in their dining choices, more so ever for smaller restaurants. Significant findings reveal a strong connection between consumers solidarity sentiments and their preference for smaller, local eateries. This behavior is evident not only in direct support but also in broader societal contexts, indicating a trend towards more ethically informed consumer decisions. The research introduces “solidarity marketing” a new concept coined by Alexander Josiassen is inspiring, if we in the future could use principles for that as affinity traits as a strategy for small restaurants to attract the solidaritydriven market segment. The studys robust statistical analysis, including regression models, and correlation tests, indicates that consumers' affinity for smaller restaurants significantly influences their solidarity-based behavior. This affinity, rooted in personal values, and brand identification, translates into repeat patronage, word-of-mouth recommendations, and increased social media engagement. However, the research acknowledges its limitations, particularly in defining small restaurants and the homogeneity of its demographic sample. It suggests that future studies should aim for a more precise definition of small restaurants and consider diverse variables like age, education, and geographical location for more reliable and valid results. In conclusion, this thesis offers valuable insights for small Danish restaurants and opens avenues for future research in consumer behavior and marketing. It furthermore underscores the importance of considering societal values and ethical dimensions in modern consumer behavior, providing a fresh perspective on the dynamics between small businesses and their customers in a solidarity-driven marketplace.