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The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods and to provide insights into responsible marketing strategy development. Consumers' desired food product attributes, their motivating conditions to snack while gaming, and the environment in which this takes place are explored qualitatively through 14 in-depth interviews and 10 separate points of field observation. The findings indicate certain unhealthy food products are valued during the occasion for their social hedonic appeal but also for the basic function of fuelling long marathons of concentration and competition. Results are used to inform strategic considerations which are presented using the traditional marketing mix framework of product, promotion, price, and place of distribution. Therein, management is cautioned toward the obesogenic elements of the consumption occasion and this is a critical consideration throughout. Management is strongly advised to develop and promote healt...

Pork sausages are a popular meat as they are generally considered tasty, versatile and convenient and thus fit with the busy lifestyles of today's consumer, however, they can contain high levels of fat. Sales for this product have increased in recent years which suggests that the high fat levels are being traded—off against the positive characteristics associated with the product. In this study the perception of parents with regard to pork sausages is considered as this group face the added challenges of coping with children's food demands. An adaptation of the Theory of Planned Behaviour was used to guide this research. The influences of attitudes, subjective norms, perceived behavioural control, habit and pester power on intention to serve pork sausages were considered. The findings suggest that attitudes, pester power and habit are the most significant determinant of intention. This study also considers if this population group is homogenous with regard to their perceptions of sausages. Four s...

As the demand for convenience foods becomes greater, the quality of such products becomes more important. The food-related lifestyle (FRL) instrument, which groups consumers based on their attitudes toward the purchase, preparation and consumption of food products, includes a number of quality aspects, such as health, freshness and taste. The objective of this paper is to investigate the degree to which food-related lifestyle segments are convenience-oriented. A review of the convenience food market in Great Britain found increased participation by women in the workforce, an increase in the number of single and two-person households and a breakdown of traditional mealtimes amongst the main drivers of demand for convenience food. The FRL instrument was reviewed to identify supplemental areas needed to gain a more complete picture of consumers' convenience food-related lifestyles. Measures for these and the FRL instrument were applied in Great Britain in 2002. Investigation of convenience attitudes...

This study is based on the food-related lifestyle instrument (developed by MAPP, Denmark) and concerns the development of a reduced food-related lifestyle questionnaire for time and cost-saving segmentation of consumers into food-related lifestyle segments. The number of items in the original food-related lifestyle questionnaire was reduced using discriminant analysis, and the reduced questionnaire was used to predict segment membership of new respondents. The reliability of the reduced questionnaire was tested by a comparison of the descriptions of the newly recruited segment with the “original” segment descriptions. Descriptions of the newly recruited segments were obtained by focus group research. The original segment descriptions were based on data obtained from an application of the food-related lifestyle instrument in Ireland. The comparison focused on convenience-related topics, as the segments that were used for comparison were high frequency convenience food purchasers. Results showed th...