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Effect of Selection Attributes for Home Meal Replacement(HMR) on Purchasing of Married Women Living in a City
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도시 기혼여성의 간편가정식 선택속성이 구매에 미치는 영향

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Type
Academic journal
Author
SIHYUN RYU (배재대학교) 김희경 (배재대학교 외식경영학과) 소미 (배재대학교 외식경영학과)
Journal
한국식품영양학회 한국식품영양학회지 한국식품영양학회지 제29권 제5호 KCI Accredited Journals
Published
2016.10
Pages
643 - 654 (12page)

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Effect of Selection Attributes for Home Meal Replacement(HMR) on Purchasing of Married Women Living in a City
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The purpose of this study was to investigate the purchasing behavior and selection attributes for Home Meal Replacement (HMR) and to identify the selection attributes affecting purchasing frequency and purchasing costs of married women living in a city. Among 837 questionnaires distributed to HMR married women consumers, 752 complete questionnaires (89.8%) were analyzed. The younger married women group showed higher frequency of purchasing HMR than the older age group. The 20s and 30s age groups showed higher purchasing costs for HMR than the 40s and older age groups. A higher proportion of employed married women purchased HMR three or more times per week and spent an average of more than 20,000 won per purchase in comparison with unemployed married women. HMR selection attributes were classified into five factors: ‘taste and sanitation’, ‘economic efficiency’, ‘health and nutrition’, ‘convenience’, and ‘reliability and awareness’; mean scores of these factors’ importance levels were 4.28, 3.93, 3.59, 3.54, and 3.50 out of 5 points, respectively. The importance level of ‘taste and sanitation’ factor was significantly greater as married women’s age decreased. However, the importance level of ‘health and nutrition’ factor was significantly greater as married women’s age increased. The results of the logistic regression analyses indicate that the ‘taste and sanitation’ and ‘health and nutrition’ factors affected frequency of purchasing HMR. The ‘reliability and awareness’ factor had the most significant impact on cost per purchasing HMR. Therefore, a product differentiation strategy according to married women’s age and employment status should be applied. Product qualities and brand value should be improved to enhance competition in the HMR market.
#Home Meal Replacement (HMR) #married women #selection attributes #purchasing frequency #purchasing cost

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References (18)

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최원식 / 2012 / 컨조인트 분석법을 이용한 한국 음식의 HMR 상품 개발에 관한 연구 / 한국조리학회지 18(1):156~167 dbpia ChosunBiz / A maturing home meal replacement market, potential market google schola 정라나 / 2007 / 가정식사 대용식(HMR) 선택 속성 분석 / 한국식생활문화학회지 22(3):315~322 google schola Costa AIA / 2001 / A consumer-oriented classification system for home meal replacements / Food Quality and Preference 12:229~242 google schola 장윤정 / 2009 / 가정식사 대용식(Home Meal Replacement)관련 고령소비자의 소비행태 및 선택속성 분석 / 외식경영연구 12(5):97~119 google schola

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