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Hierarchical Value Structure of Active Seniors for Noodles: Applying Soft Laddering Technique Based on the Means-end Chain Theory

소프트 래더링 기법을 이용한 액티브 시니어의 면류에 대한 가치체계

Oh, Hye-In;Kim, Ga-Hyun;Oh, Ji-Eun;Cho, Mi-Sook
오혜인;김가현;오지은;조미숙

  • Received : 2019.06.10
  • Accepted : 2019.07.25
  • Published : 2019.08.31

Abstract

The aim of this study is to identify the value structure of active seniors for noodles. Noodles are the secondly most preferred and familiar food in Korea, followed by rice. And noodles also have a variety of tastes/flavors and even a variety of ceremonial characteristics. The necessity of offering proper food to seniors has recently increasing because Korea becoming an aged society. This study conducted 1:1 in-depth interviews with 30 active senior participants using the soft laddering technique, which is based on the means-end chain theory. The Implication Matrix and HVM were derived from performing content analysis. The active seniors mainly consider the 'taste', expecting to obtain the 'satisfying taste', and pursuing the 'family affair', 'pleasure', and 'self-satisfaction'. The results of this study indicated that the taste is the most important attribute and the active seniors consider their family as well as the pleasure and satisfaction of their own. Male seniors mainly pursue the 'pleasure' and 'self-satisfaction' by satisfying their taste through considering 'taste' and 'familiarity'. But female seniors mainly pursue the 'family affair' by 'satisfying taste' through considering 'taste'. These results can be used as a basic data for developing noodle products for the elderly. This study will also contribute to the development of special care food and product concepts for the silver generation.

Keywords

Noodles;means-end chain theory;laddering technique;active senior

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Acknowledgement

Supported by : 삼양이건장학재단(Samyang Igeon (以建) Scholarship Foundation)