Ready-to-eat: Unpacking Consumer Decision-making for Pre-heated Meal Kits

Abstract

The present study aims to investigate consumers’ behavioural intentions towards purchasing pre- heated meals. The research follows the Theory of Planned Behaviour dimensions initially introduced by Fishbein and Ajzen (1975) combined with the Cultural Individualism versus Collectivism orientation (Hofstede, 1980). Behavioural intentions are measured through Attitudes, Subjective Norms and Perceived Behavioural Control, with a particular focus on Convenience and Perceived Price. An intercultural study was conducted in order to explore how perceptions of pre-heated meals vary across Individualistic versus Collectivistic cultures. A sample consists of 11 Danish consumers, representing an Individualistic country and 11 Spanish consumers from a Collectivistic nation. The study presents the Cultural TPB Framework model, which allows us to understand consumers’ purchasing intentions for pre-heated meals from their cultural perspective. Hence, the research question has been identified: How does the Individualism-Collectivism orientation of a consumer affect their assessment of Attitudes, Subjective Norms and Perceived Behavioural Control (Price Perception and Convenience) factors to purchase pre-heated meal kits? As part of the qualitative methodology, semi-structured in-depth interviews were conducted to allow researchers to deep dive into the topic (Limna et al., 2021) while ensuring the interviewees’ comfort to express their feelings (Bristol and Fern, 2003). The results support the validity of both theories employed and their relation. The main finding of the study is that cultural perceptions are highly dependent on Individualism-Collectivism orientation and are found to be the initial driver that conditions how individuals weigh the TPB variables to make a purchasing decision. Within TPB, Attitudes are found to be the main factor affecting consumers’ decisions supporting existing literature. However, Danish consumers are driven by Convenience factors, whereas Spanish consumers are more conditioned by Price and Subjective Norms when purchasing pre-heated meals. Hence, the study provides valuable implications for managers seeking to develop a successful entry plan for pre-heated meal kit companies to new markets and communicate the product more effectively to Individualistic or Collectivistic cultures.