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

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

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.

Suggested Citation

  • Jebarajakirthy, Charles & Das, Manish & Maggioni, Isabella & Sands, Sean & Dharmesti, Maria & Ferraro, Carla, 2021. "Understanding on-the-go consumption: A retail mix perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313357
    DOI: 10.1016/j.jretconser.2020.102327
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    3. Alyahya, Mansour & Agag, Gomaa & Aliedan, Meqbel & Abdelmoety, Ziad H., 2023. "Understanding the factors affecting consumers’ behaviour when purchasing refurbished products: A chaordic perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Tandon, Anushree & Kaur, Puneet & Bhatt, Yogesh & Mäntymäki, Matti & Dhir, Amandeep, 2021. "Why do people purchase from food delivery apps? A consumer value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    5. Hena Imtiyaz & Peeyush Soni & Vimolwan Yukongdi, 2023. "Assessing the Consumers’ Purchase Intention and Consumption of Convenience Food in Emerging Economy: The Role of Physical Determinants," SAGE Open, , vol. 13(1), pages 21582440221, January.

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