Determinants of Ready-to-eat Products Purchase Intentions: An Empirical Study among the Italian Consumers

Abstract

The considerable diffusion of ready-to-eat products has focused attention on the reasons for their increasingly prominent success in the market. Although their prices are much higher than the prices of simple raw materials, their consumption has increased rapidly and with no end in sight, a situation that has challenged the conclusions of the classical literature on the importance of price and/or income in consumer decisions. In fact, more recent literature has broadened the classical vision by introducing potential additional variables that could influence consumer choice of certain foods. These variables, however, are not always easy and clear to identify because they reflect the cultural characteristics of a society. For this reason, the French scholar Malassis has introduced the concept of a model of food consumption, which, in fact, stems from a concept of food consumption as driven by factors that are not the same for all the societies that might be studied. Among these variables, regarding the consumption of ready-to-eat products, a factor that certainly acts as a driving force in an increasingly frenetic and dynamic society is the time saving that they are able to provide. Thus, it was considered essential to analyze this in a concrete way, through the variance analysis of a sample of 77 subjects resident in the city of Palermo, noting their characteristics in terms of age, education level, and number of nuclear family members. The results obtained indicate that subjects who consumed ready-to-eat products at a higher frequency belonged to a higher age group, had a higher level of education, and belonged to a family that was not particularly numerous. With these results, it can be stated that the consumption of ready-to-eat products is influenced by people’s need to optimize their available time, considered as a real, scarce resource.