Publication Type

Journal Article

Version

acceptedVersion

Publication Date

5-2012

Abstract

This study investigates patronage preferences of consumers who purchase and consume food and beverages while they are on-the-go (on-the-go consumption). The focus is on the drivers of patronage preferences for convenience outlets versus traditional retail outlets. A literature based model of patronage preferences is developed in this paper. It is tested based on data collected from a Dutch online sample (n=669) through binary logistic regression. The results reveal that significant relationships exist between patronage preferences in on-the-go consumption and the assortment offered as well as the opportunity to consume products without effort. Moreover, significant relationships between patronage preferences and consumers' time pressure as well as their health orientation exist. Consumers' income and their place of residence allow for limited inferences only. Based on the findings managerial recommendations are developed and avenues for further research are pointed out.

Keywords

Channel choice, Convenience, Fast food, Format choice, On-the-go consumption, Patronage preferences, Retailing

Discipline

Marketing | Sales and Merchandising

Research Areas

Marketing

Publication

Journal of Retailing and Consumer Services

Volume

19

Issue

3

First Page

313

Last Page

324

ISSN

0969-6989

Identifier

10.1016/j.jretconser.2012.03.004

Publisher

Elsevier

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.jretconser.2012.03.004

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