Consumers' perceptions of mail‐order speciality foods

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Abstract
The objectives of the study are to examine consumers' perceptions of speciality food mail‐order products on the basis of a mail survey of “active” and “inactive” mail‐order shoppers. The paper identifies a profile of mail‐order shoppers, examines the influence of perceived risk and the effectiveness of risk relievers, derives the dimensions of perceived benefits and establishes consumer segments based upon benefits sought. The results reveal a distinct profile of active in‐home shoppers with resped to demographic and lifestyle variables. Shoppers perceive higher levels of risk with mail‐order shopping compared to in‐store shopping. Appropriate risk relievers are identified for both active and inactive groups. Consumers' perceptions of the benefits of mail‐order emphasis quality, uniqueness and convenience. However, underlying these attributes are four main dimensions of customer relations and service, convenience, nostalgia and uniqueness. Furthermore, it is possible to identify two segments of active mailorder shoppers in terms of a produd‐oriented group and a mail‐order‐oriented group.

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