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Perceived benefits of mail‐order speciality foods

Li‐Wei Mai (Research Officer, Department of Agricultural Economics and Food Marketing, The University, Newcastle upon Tyne, UK)
Mitchell Ness (Lecturer, Department of Agricultural Economics and Food Marketing, The University, Newcastle upon Tyne, UK)

British Food Journal

ISSN: 0007-070X

Publication date: 1 February 1998

Abstract

The objectives of the study are to examine consumer attitudes to mail‐order speciality food products on the basis of a survey of mail order shoppers. The particular question which is addressed in the paper is concerned with the benefits perceived by mail‐order speciality food customers. Specifically, it identifies the perceived benefits associated with mail‐order, then establishes the underlying dimensions of these benefits and, finally, investigates the existence of customer segments on the basis of benefits sought. Consumers’ perceptions of the benefits of mail‐order emphasise quality, uniqueness and convenience. However, underlying these attributes are four main dimensions of customer relations and service, convenience, nostalgia and uniqueness. Furthermore, it is possible to identify two consumer segments of active mail‐order shoppers in terms of a product‐oriented group and a mail‐order‐oriented group.

Keywords

Citation

Mai, L. and Ness, M. (1998), "Perceived benefits of mail‐order speciality foods", British Food Journal, Vol. 100 No. 1, pp. 10-17. https://doi.org/10.1108/00070709810202176

Publisher

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MCB UP Ltd

Copyright © 1998, MCB UP Limited