Segmenting by consumer time shortage

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Abstract
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.

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