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Convenience Orientation in the 21st Century: Qualitative Insights from Interviews with Consumers and Marketing Professionals

Carolin Scheiben
Lisa Carola Holthoff

Qualitative Consumer Research

ISBN: 978-1-78714-492-7, eISBN: 978-1-78714-491-0

ISSN: 1548-6435

Publication date: 1 August 2017

Abstract

Originality/value

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.

Keywords

Citation

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, pp. 175-206. https://doi.org/10.1108/S1548-643520170000014012

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Publisher

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Emerald Publishing Limited

Copyright © 2017 Emerald Publishing Limited

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