To read this content please select one of the options below:

Segmenting by consumer time shortage

Jean C. Darian (Associate Professor at Rider University, Lawrenceville, New Jersey, USA.)
Judy Cohen (Associate Professor at Rider University, Lawrenceville, New Jersey, USA.)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 March 1995



Investigates whether consumers′ time availability is an important segmentation variable in the convenience and fast‐food markets. Very time‐poor, somewhat time‐poor, and not time‐poor consumers are compared, and three types of food are examined: fast foods, frozen dinners, and ready‐to‐eat foods. For weekday dinners, similarities and differences between the three segments are investigated with respect to usage of each type of food, importance of benefits sought in a weekday dinner, and perceptions of each type of food. Managerial implications of differences between segments and of overall patterns are discussed.



Darian, J.C. and Cohen, J. (1995), "Segmenting by consumer time shortage", Journal of Consumer Marketing, Vol. 12 No. 1, pp. 32-44.




Copyright © 1995, MCB UP Limited

Related articles