AN INVESTIGATION OF UK CONSUMERS PERCEIVED VALUE AND LOYALTY INTENTION TOWARDS READY MADE MEALS

Gabriella Anderson, Marion Shelton

Abstract


The aim of the research was to explore the multidimensional aspects of UK consumers’ perceived value and their influence (if any) on loyalty towards private label chilled ready meals. The objectives of the research were to study UK consumers’ perceived value towards M&S chilled ready meals and to study the influence of UK consumers’ perceived value on loyalty intention towards M&S chilled ready meals. Data for this research was collected from 140 customers of M&S in London by administering a pre-designed questionnaire. Analysis was done by SPSS. The study did not find any significant relationship between income level of customers and their perceive value of a product. In the same regard the gender differences played an insignificant role in determining the perceived value of customers and their propensity to be loyal. With regard to the four brand value dimensions, the respondents affirmed that the perceived quality is the strongest predictor of purchasing intention. The study has also identified that perceived price value significantly and positively impact price insensitivity and word-of-mouth in the same way the perceived social value significantly and positively affects consumer’s price insensitivity. The study however did not find any significant relationship and impact between consumer’s perceived emotional value and behaviour intention as far as the fresh meat is concerned.


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