From consuming food away from home to on-the-go consumption: a multi-study exploration using focus groups and fsQCA

What is it about?

In contemporary fast-paced lifestyles, on-the-go (OTG) consumption, a distinct form of consumption involving food away from home (FAFH), has become widespread globally. However, the factors driving OTG consumption remain underexplored. This research employs a two-phase methodology, beginning with phenomenological focus group discussions (7 groups, n = 40), followed by fuzzy set qualitative comparative analysis (fsQCA) of survey data (n = 324).

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Photo by Jarritos Mexican Soda on Unsplash

Photo by Jarritos Mexican Soda on Unsplash

Why is it important?

The exploration identifies key factors influencing OTG consumption and configurations that best describe this behaviour. Demographically, OTG consumers tend to be younger, employed full-time, and residing in urban areas. Psychographically, they seek enjoyment in their fast-paced lives, display materialistic tendencies aligned with consumption habits, have lower culinary skills, show a strong orientation towards sensory pleasure, and experience significant time pressure. Socially, these consumers are susceptible to interpersonal influence, are less concerned with body image, and tend to live in households with fewer female members. Marketing-mix elements such as targeted advertising, competitive pricing, product variety, and attractive special deals also play a crucial role in shaping their consumption. Thus, this exploration illuminates the multifaceted nature of OTG consumption and offers valuable insights for stakeholders interested in engaging this dynamic and fast-growing consumer segment.

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