Research investigations have established that consumers’ time availability is an important segmentation variable in the convenience and fast-food markets.
On the basis of time availability, consumers are grouped as
very time-poor, somewhat time-poor, and not time-poor (Jean and Judy, 1995).
In fact, consumers behave differently at different parts of the day; they could be classified as either a ‘morning person’ or an ‘evening person’ (Scott, 2012).