Promoting brands of perishable items on the promise of generous availability of consumption time

Abstract

If retailers are apologetic about their merchandise being close to expiry dates and consequently offer it on promotion deals, there is no reason to believe that they cannot be boastful when the items being offered are in pristine condition. This paper prospects the potential of positioning products on the basis of the ample availability of consumption time until use-by date. This research examines the attitudes and behaviour of shoppers to the use-by dates of two product categories, namely, food products that require to be refrigerated to maintain their prescribed shelf life, and food products that can be stored under ambient temperature. It is clear from this study that these consumers' app..