The main purpose of this study is to identify consumer segments based on the importance of product attributes when buying seafood for homemade meals on weekdays. There is a particular focus on the relative importance of the packaging attributes of fresh seafood. The results are based on a representative survey of 840 Norwegian consumers between 18 and 80 years of age. This study found that taste, freshness, nutritional value and naturalness are the most important attributes for the home consumption of seafood. Except for the high importance of information about expiration date, most other packaging attributes have only medium importance. Three consumer segments are identified based on the importance of 33 attributes associated with seafood: Perfectionists, Quality Conscious and Careless Consumers. The Quality Conscious consumers feel more self-confident in their evaluation of quality, and are less concerned with packaging, branding, convenience and emotional benefits compared to the Perfectionists. Careless Consumers are important as regular consumers of convenient and pre-packed seafood products and value recipe information on the packaging. The seafood industry may use the results provided in this study to strengthen their positioning of seafood across three different consumer segments.
Workplace lunches are recurrent meal occasions that can contribute to the general well-being of employees. The objective of our research was to study which factors influence consumers' satisfaction with these meals by exploring the relative role of food-related, personal, situational factors. Using a longitudinal approach, we monitored a total of 71 participants compiled and experienced 519 meals from their workplace canteen buffet during a three-month period; in addition the composed lunches were photographed. Before and after the lunch choice period respondents filled in a questionnaire on several meal-related variables. A mixed modelling approach was used to analyse the data. Meal satisfaction was directly associated with a positive ambience and a positive evaluation of both the quality of the food eaten and the buffet assortment, whereas the meal's energy content did not contribute to meal satisfaction. Additionally, meal satisfaction was associated with a more positive mood, lower hunger level as well as feeling less busy and stressed after lunch. The buffet assortment, a more positive mood before lunch and mindful eating contributed to the perceived food quality, but not associated with the hunger level before lunch. Time available, mindful eating and eating with close colleagues were positively associated with perceived ambience. The results indicate that consumers' satisfaction with workplace meals can be increased by putting emphasis on the quality of food served, but equally important is the ambience in the lunch situation. Most of the ambience factors were related to available time and mental resources of the participants and the possibility to share the meal with close colleagues. These are factors that can be facilitated by the service provider, but not directly influenced.