Marketing for meal-kits: the influence of consumer characteristics on the effectiveness of monetary sales promotions and advertisement claims
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2023-07-04
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en
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Despite the increasing popularity of meal-kits, companies offering meal-kits appear to struggle with aspects of their marketing mix. Additionally, existing research on meal-kits from a marketing research is scarce and related literature streams are often contradicting or ambiguous about important topics. This thesis aims to help improve the understanding of meal-kits from a marketing perspective by providing insights into the effectiveness of different types of monetary sales promotions and advertisement claims in relation to meal-kit purchase intention. Furthermore, it is investigated how these effects are moderated by health orientation and convenience orientation. Multiple regression analysis conducted on the data gathered from an online experiment (n = 216) shows that price discounts and rebates both positively influence meal-kit purchase intention. No difference is found between the effects of price discounts and rebates. Health orientation moderates the effect of taste advertisement claims compared to positive emotions advertisement claims. No other difference exists between the effect of taste advertisement claims and positive emotions advertisement claims. Convenience orientation does not moderate any of the relationships. The results of this study provide practitioners with preliminary information about which variables can and cannot enhance meal-kit purchase intention for consumers with certain characteristics.
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Faculteit der Managementwetenschappen