Why Kiwis Choose Convenience: The Meat Meal Mystery

In New Zealand, the market for chilled ready meals is booming. This is mostly because people want food that is quick and easy to prepare. A recent study dug deep into what makes people want to buy these meat-based chilled meals. It looked at things like how people live, what they know about food, how the food tastes and looks, and what others think about these meals. The study also considered how much control people feel they have over their food choices. The study used a method called partial least squares path modelling. This method helped to check if the ideas in the study made sense. The data came from an online survey of 464 people who buy meat-based ready meals in New Zealand. The results showed that people's attitudes towards these meals were shaped by their lifestyle, knowledge, and how the food tastes and looks. However, these attitudes did not always lead to a higher intention to buy the meals. This shows that buying decisions are not always straightforward. Social influences played a big role in shaping people's intentions to buy these meals. The study found that what others think and say about these meals matters a lot. People also consider the value they get from the meals, including how much they enjoy them and how they make them feel. Habits were found to be the strongest factor in predicting whether someone would buy these meals. Price was also important, as it affected how much control people felt they had over their food choices. Packaging information, however, did not have a big direct effect on this perceived control. The study suggests that businesses can use these findings to improve their marketing strategies. By focusing on product quality and making the meals more appealing, they can increase consumer acceptance. It is important to note that the study only looked at meat-based chilled ready meals. The findings might be different for other types of ready meals or in other countries. The study also did not consider cultural factors that might influence buying decisions. Future research could look at these aspects to get a more complete picture. The study highlights the complexity of consumer decision-making. It shows that people's intentions to buy a product are influenced by a mix of factors. Understanding these factors can help businesses create better products and marketing strategies. It can also help consumers make more informed choices about what they eat. The study provides a good starting point for further research into consumer behaviour in the ready meal market.