The effect of promotions on meal-kits across channels
The aim of this study is to provide new insights in the effect of channel type on purchase intention for meal-kits and the effect of promotions on this relationship. The research question in this study is: In which way do promotions affect consumer purchase intention regarding meal-kits across channels? To answer this research question an online survey was conducted amongst Dutch respondents. In this survey an introductory text was shown to respondents, respondents subsequently filled in the questionnaire including questions about purchase intention with regard to the meal-kit shown. Thereafter, data was analyzed using multiple regression analysis in SPSS. However, no significant results were found, therefore no support has been found for the hypotheses in this study. To conclude, the results show that channel type does not have an influence on purchase intention for meal-kits. There was no difference in purchase intention for meal-kits in offline versus online channels or meal-kits from supermarkets or specialized suppliers. In addition, promotions do not have a moderating role on the link between channel type and purchase intention. Still, these outcomes are valuable for managers, as these results provide information about factors influencing purchase behavior for meal-kits. Keywords: meal-kits, promotions, discounts, premiums, convenience food, retailing, fmcg.
Faculteit der Managementwetenschappen