Mai, Li-Wei and Ness, Mitchell R. (1998) Perceived benefits of mail-order speciality foods. British Food Journal, 100 (1). pp. 10-17. ISSN 0007-070X
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Official URL: http://dx.doi.org/10.1108/00070709810202176
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.
|Additional Information:||This paper was awarded the Highest Quality Rating by ANBAR Electronic Intelligence|
|Research Community:||University of Westminster > Westminster Business School|
|Deposited On:||14 Nov 2012 15:30|
|Last Modified:||14 Nov 2012 15:31|
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