UNDERSTANDING PERCEIVED COSTS AND BENEFITS OF MEAL-KIT DELIVERY SERVICE ADOPTION BEYOND CONVENIENCE

Registration ID: IJNRD_194935

Published ID: IJNRD2305428

DOI: Click Here to Get

K. RahlReddy , K. Uday Kiran , T. Yasasvi Radha

Meal-Kit, Delivery Service , Consumers, Convenience, Perceived Costs.

The consumption behaviour of individuals is influenced by the limited resources they possess such as time, money, energy, and cognitive capacity, have an impact on their consumption habits. When making mealtime decisions, consumers tend to conserve these resources and reduce their perceived costs. This frequently results in bad dietary decisions that elevate anxiety, stress, and guilt. Consumers look for convenient options that enable them to make healthier eating selections in order to handle goal conflicts. As an explanation to these issues, meal-kit delivery services have evolved, giving creative start-ups a chance to disrupt traditional retail. However, there is little academic research on how consumers assess perceived value and how this affects meal-kit companies. The goal of this study is to comprehend how customers assess perceived costs and advantages that go beyond convenience and consider. The study discovered that when selecting to subscribe to a meal-kit delivery service, users evaluated factors other than health, flavour, and convenience. The study identified a framework of criteria that consumers consider when selecting a meal-kit service, such as the total perceived benefits and perceived costs of cooking from scratch. The greater participation required when cooking was particularly interesting as an additional perceived benefit in this situation. It discovered that the total perceived benefits of meal-kits outweighed the perceived expenses. This suggests that customers are prepared to put in more time and effort in the kitchen if it means having healthier food options. It adds to the body of studies on consumer decision-making and sheds light on why meal-kits are popular. It presents managerial recommendations for merchants and meal-kit providers. Meal-kit providers might offer recipe cards with clear directions and pre-measured materials to accommodate the increased participation required in cooking, making the cooking process easier and less time-consuming. Retailers could also advertise the health benefits of meal kits and provide discounts or loyalty programmes to encourage customers to try meal kits.

Published Paper   E-Certificate

K. RahlReddy , K. Uday Kiran, & T. Yasasvi Radha (May-2023). UNDERSTANDING PERCEIVED COSTS AND BENEFITS OF MEAL-KIT DELIVERY SERVICE ADOPTION BEYOND CONVENIENCE. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 8(5), e272-e276. https://ijnrd.org/papers/IJNRD2305428.pdf

Volume 8 Issue 5, May-2023

Pages : e272-e276

Paper Reg. ID: IJNRD_194935

Published Paper Id: IJNRD2305428

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Research Area: Engineering

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Published Paper PDF: https://ijnrd.org/papers/IJNRD2305428.pdf

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Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

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