Understanding on-the-go consumption: A retail mix perspective

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

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: On-the-go (OTG) consumption is a growing phenomenon in the food and beverage industry. Drawing on the theory of consumption values, this study is conducted to acquire a better understanding of the influence that retail-mix elements have on OTG consumption outcomes. Specifically, this study examines the role of value for money, customer service, general assortments and healthy assortments in driving intention and satisfaction related to OTG consumption. The study also assesses the conditional value generated by the consumer's health orientation, impulsiveness and perceived time pressure. Based on a sample of 433 OTG consumers, and applying multi-group structural equation modelling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA), value for money was identified as the key driver of OTG consumption outcomes. Impulsiveness and time pressure are shown to increase the effects of value for money perceptions on OTG consumption intention, while health orientation enhances the relationship between customer service and satisfaction. This study contributes to the literature on OTG consumption, explains the managerial implications for retailers, and offers recommendations to target OTG consumers better.

Keywords: On-the-go consumption; Retail mix; Impulsiveness; Health orientation; Time pressure (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313357

DOI: 10.1016/j.jretconser.2020.102327

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