Perceptions of meal convenience: the case of at-home evening meals

Perceptions of a range of evening meal situations eaten in the home were explored in a female consumer population. The investigation was carried out using the repertory grid technique and using written scenarios as the research stimuli. The nine scenarios successfully manipulated perceived convenience, time and effort. A consumer-generated vocabulary pertaining to food-related convenience was derived and revealed that while elements of both time and effort contributed to perceived convenience, these two ‘dimensions’ were highly interdependent. The presence of terms related to planning, shopping, preparation, cooking and clean-up illustrated that all stages in the food provisioning process influenced perceived convenience. Some evidence was established of perceptual differences between individuals varying with respect to convenience orientation in meal preparation.