Acuity of In-Store Cooked Food Retailing (An Exploratory Study on Consumer Behavior on In-store Prepared Food)

In-store cooked food retailing is seemingly a new concept in Botswana, with almost all the supermarkets engaged with the concept. However, to the best of our knowledge, little or no research has been carried out on this matter. Healthy and clean eating has become a major concern for consumers due to the HIV/AIDS pandemic. However, the in store foods are prepared without the consumers' presence and the customers end up using in store cues to help them in selecting the best store to buy their food from. Akbay et al (2005) and Hiemstra and Kim (1995) found out that food quality and variety and environment significantly affect customer satisfaction in fast food outlets. Food quality, cleanliness and value are the three most important attributes in fast food restaurants.