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Segmenting by consumer time shortage

Segmenting by consumer time shortage Investigates whether consumers′ time availability is an important segmentation variable in the convenience and fast‐food markets. Very time‐poor, somewhat time‐poor, and not time‐poor consumers are compared, and three types of food are examined: fast foods, frozen dinners, and ready‐to‐eat foods. For weekday dinners, similarities and differences between the three segments are investigated with respect to usage of each type of food, importance of benefits sought in a weekday dinner, and perceptions of each type of food. Managerial implications of differences between segments and of overall patterns are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Segmenting by consumer time shortage

Jean C. Darian; Judy Cohen
Journal of Consumer Marketing , Volume 12 (1): 13 – Mar 1, 1995
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13 pages

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Publisher
Emerald Publishing
Copyright
Copyright © 1995 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363769510146787
Publisher site
See Article on Publisher Site

Abstract

Investigates whether consumers′ time availability is an important segmentation variable in the convenience and fast‐food markets. Very time‐poor, somewhat time‐poor, and not time‐poor consumers are compared, and three types of food are examined: fast foods, frozen dinners, and ready‐to‐eat foods. For weekday dinners, similarities and differences between the three segments are investigated with respect to usage of each type of food, importance of benefits sought in a weekday dinner, and perceptions of each type of food. Managerial implications of differences between segments and of overall patterns are discussed.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Mar 1, 1995

Keywords: Consumers; Convenience foods; Fast‐food industry; Food; Frozen foods; Market segmentation; Time; USA; Women

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