The drivers of purchase intention for meal-kits offerings.
From an academic point of view, the subject meal-kits has not been studied much in the literature. Most of the current research focuses on convenience food, without the inclusion of meal-kits. Since the rapidly growing success of meal-kits and the arrival of new kinds of meal-kits, the question arises whether or not meal-kits can be seen as convenience food (Hertz, 2017; Jackson, 2015). This thesis attempts to answer for the gap in the literature aimed at the purchase intention of meal-kits. This is done by applying and comparing the most important drivers for the consumption of convenience food by Brunner (2010) to meal-kits offerings. An online experiment was conducted among 114 respondents, to determine the effect of consumer characteristics (age and health awareness) and marketing actions (price and packaging) on the purchase intention of meal-kits. The results show that consumer characteristics and marketing actions do not significantly influence the purchase intention of meal-kits. However, it can be concluded that the purchase intention of fresh packages is on average higher than the purchase intention of regular meal-kits. These findings give reason to believe that the predictors of purchase intention of meal-kits are substantially different as opposed to other forms of food.
Faculteit der Managementwetenschappen