Customer Behaviors in Corporate Social Responsible Marketing of the Restaurant Business in Finland: Daruma Restaurant

The business world, in recent years, has been deeply influenced by environmental issues related to global warming, climate change as well as other various types of pollutions. Consequently, customers have been changing their behaviors in response to the increasingly polluted status of the Earth, requiring business to also adapt accordingly. Daruma Restaurant is a sushi, salad and ramen diner located in Töölö, Helsinki and is interested to adopt new marketing strategies, focusing specially on a more sustainable approach. This research aims to answer the question: “How does Corporate Social Responsible Marketing impact Customer Behaviors in the Restaurant Industry in Finland?” using the case study of Daruma Restaurant. A quantitative method is used as the main methodology of the research in a way that interviews are conducted with customers at the restaurant by the thesis author. A qualitative method is also reflected in the observations of the author throughout the working process at the restaurant. Theories of marketing, sustainable development, corporate social responsibility and customer behavior are considered during the thesis process. The author concluded that Daruma Restaurant has gained a stable number of loyal customers with high quality food and service and customer relationships need to be strengthened by newer and more sustainable marketing strategies. A marketing plan and a few marketing materials to enhance sustainability of Daruma have been created and introduced to the restaurant as recommendations of the research