The chapter reveals the factors shaping the consumption of convenience products. The presented findings are important to academics researching convenience consumption and practitioners producing and distributing convenience products.
Scheiben, C. and Holthoff, L.C. (2017), "Convenience Orientation in the 21st Century: Qualitative Insights from Interviews with Consumers and Marketing Professionals", Qualitative Consumer Research (Review of Marketing Research, Vol. 14), Emerald Publishing Limited, Bingley, pp. 175-206. https://doi.org/10.1108/S1548-643520170000014012
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