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A study on selection attribute of HMR product using Importance-Performance Analysis: Focusing on private brand and national brand
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IPA분석을 이용한 대형마트 브랜드와 제조업체 브랜드의 HMR식품 선택속성에 관한 연구

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Type
Academic journal
Author
Yoon, Youngjin (세종대학교) Hwang, Jinsoo (세종대학교)
Journal
Korean Hospitality and Tourism Academe Korean Journal of Hospitality & Tourism Vol.29 No.6(Wn.126) KCI Accredited Journals
Published
2020.8
Pages
219 - 232 (14page)
DOI
10.24992/KJHT.2020.08.29.06.219.

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A study on selection attribute of HMR product using Importance-Performance Analysis: Focusing on private brand and national brand
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Research history (2)

2020

A study on selection attribute of HMR product using Importance-Performance Analysis: Focusing on private brand and national brand
Yoon ,  Youngjin ,  Hwang Korean Journal of Hospitality & Tourism 2020.08 Academic journal

2018

A Study on Selection Attribute of HMR Product Using Importance-Performance Analysis: Focusing on Private Brand and National Brand
윤영진 외식경영학과 2018.01 Thesis
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Abstract· Keywords

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There are many changes in the culture of diet as the proportion of single-person households and women entering society increases. In this situation, the importance of HMR products is increasing. In normal, HMR products consist of private brand (PB) and national brand (NB). The two brands look similar but have different characteristics. The objective of the this study examined the importance and satisfaction of various attributes that consumers consider when choosing HMR foods for private brand and national brand through IPA analysis. To accomplish the purpose of this study, date were collected from 396 customers of private brand and 383 customers of national brand respectively. The results are as follows. The 26 selection attributes were divided into six types of factors: (1) taste, (2) price, (3) design, (4) diversity, (5) awareness, and (6) nutrition. In addition, the IPA results showed that the private brand had price in the first quadrant, nutrition in the second quadrant, design, awareness in the third quadrant, and taste and diversity in the fourth quadrant. On the other hand, the national brand had price in the first quadrant, nutrition in the second quadrant, awareness in the third quadrant, and diversity, design, and that in the fourth quadrant. The important theoretical and practical implications are discussed in the last part of the paper.
#Private brand #National brand #Selection attributes #HMR foods #Importance-Performance Analysis #제조업체 브랜드 #대형마트 브랜드 #선택속성 #가정간편식 제품 #IPA분석

Contents

Abstract
I. 서론
II. 이론적 배경
III. 방법론
IV. 분석 결과
V. 결론 및 시사점
참고문헌
국문초록

References (34)

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김명희 / 2015 / 라이프스타일에 따른 HMR 소비행동연구: 영유아를 식품 대상으로 / 관광연구저널 29(9):177~190 dbpia 김성혁 / 2007 / HMR 이용고객의 선택속성이 지출과 구매빈도에 미치는 영향 / 외식경영연구 10(1):91~110 google schola 김종성 / 2010 / 수산물가공식품의 선택속성 및 추구혜택에 관한 연구 / 한국식생활문화학회지 25(5):516~524 dbpia 남아영 / 2014 / 가격할인과 소비자 조절초점이 PB 제품의 구매의도에 미치는 영향 / 광고학연구 25(5):253~270 google schola 농림축산식품부 / 2017 / 시장분석보고서 :2~3 google schola

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