It occurs when decisions have to be made or special behaviors have to be performed in a time period that is shorter than the period required to adequately complete the task .
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).