The vice and virtue of on-the-go consumption: An exploratory segmentation

Sean Sands, Isabella Maggioni, Carla Ferraro, Charles Jebarajakirthy and Maria Dharmesti

Journal of Retailing and Consumer Services, 2019, vol. 51, issue C, 399-408

Abstract: The consumption of on-the-go food and beverages is increasingly common among today's time-pressed consumers, yet it has not been thoroughly investigated. Drawing on behavioral decision theory, this research blended attitudinal and behavioral elements of decision-making to examine the heterogeneity of on-the-go consumption (OTG) preferences. Data from 433 respondents were collected via a self-administered online questionnaire, with three on-the-go consumption segments identified via latent class analysis: Frequent Vice, Occasional OTG, and Conflicted Health-Conscious consumers. The different on-the-go consumption patterns of these segments provide opportunities for retailers to tap into and target such unique behaviors and attitudes.

Keywords: On-the-go consumption; Convenience retail; Consumption behavior (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:51:y:2019:i:c:p:399-408

DOI: 10.1016/j.jretconser.2019.06.017

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