Purpose -The purpose of this paper is to explore remembered positive eating and food experiences, aiming to gain an understanding of the nature of these past experiences. Design/methodology/approach -Positive food-related experiences were gathered through focus group interviews. These experiences were inductively categorised into recurring themes and dimensions within the themes.Findings -An analysis of the qualitative data led to the recognition of several themes involving eating that were related to childhood memories, eating related to tourist experiences, as well as memories of commensal eating and homemade food. The experiences were drawn together into dimensions to provide deeper comprehension of the observed themes. As a result, the study suggests that remembered eating and food experiences are characterised by the self, place, food, context and time. Practical implications -The study provides knowledge on what constitutes memorable positive and pleasurable food-related experiences, which the consumer may even want to relive. Hence, the study helps managers understand the significance of providing food-related experiences that become memorable. Originality/value -The context was not predetermined to a particular eating setting, which resulted in a multidimensional framework of remembered experiences with several implications. The approach provided new insights into understanding the effects of positive and pleasurable food-related experiences.
*Health marketplace offers a lucrative business for many companies. However, there is a gap in consumer research in understanding what health as a target of consumption really means to consumers. The subtleties and multiplicity of meanings rural and urban (both younger and older) consumers attach to health in their everyday lives are empirically explored in this article. Findings of a focus group interview-based interpretive analysis are reported. It was found that meanings consumers associate with health are profound and multi-faceted (identification of several health-meaning categories) with some evidence for age-and area-of-residency-related health-meaning differences. The article is concluded by advancing theory-building in consumer research in the form of developing a tentative framework model that can be used to analyze health consumption meanings.
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