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Perceived benefits of mail‐order speciality foods

Perceived benefits of mail‐order speciality foods The objectives of the study are to examine consumer attitudes to mail‐order speciality food products on the basis of a survey of mail order shoppers. The particular question which is addressed in the paper is concerned with the benefits perceived by mail‐order speciality food customers. Specifically, it identifies the perceived benefits associated with mail‐order, then establishes the underlying dimensions of these benefits and, finally, investigates the existence of customer segments on the basis of benefits sought. Consumers’ perceptions of the benefits of mail‐order emphasise quality, uniqueness and convenience. However, underlying these attributes are four main dimensions of customer relations and service, convenience, nostalgia and uniqueness. Furthermore, it is possible to identify two consumer segments of active mail‐order shoppers in terms of a product‐oriented group and a mail‐order‐oriented group. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png British Food Journal Emerald Publishing

Perceived benefits of mail‐order speciality foods

British Food Journal , Volume 100 (1): 8 – Feb 1, 1998

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Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0007-070X
DOI
10.1108/00070709810202176
Publisher site
See Article on Publisher Site

Abstract

The objectives of the study are to examine consumer attitudes to mail‐order speciality food products on the basis of a survey of mail order shoppers. The particular question which is addressed in the paper is concerned with the benefits perceived by mail‐order speciality food customers. Specifically, it identifies the perceived benefits associated with mail‐order, then establishes the underlying dimensions of these benefits and, finally, investigates the existence of customer segments on the basis of benefits sought. Consumers’ perceptions of the benefits of mail‐order emphasise quality, uniqueness and convenience. However, underlying these attributes are four main dimensions of customer relations and service, convenience, nostalgia and uniqueness. Furthermore, it is possible to identify two consumer segments of active mail‐order shoppers in terms of a product‐oriented group and a mail‐order‐oriented group.

Journal

British Food JournalEmerald Publishing

Published: Feb 1, 1998

Keywords: Consumer attitudes; Consumer behaviour; Food; Mail order; United Kingdom

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