The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
권호 표지
DOI QR코드

DOI QR Code

Purchasing Behaviors and Needs for HMR according to the Food-Related Lifestyles of Baby Boomer Women

베이비부머 여성들의 식생활 라이프 스타일에 따른 HMR 구매행동 및 요구도

  • Myung, Choonok (Dept. of Hotel and Culinary Arts, Osan University) ;
  • Nam, Haewon (Dept. of Foodservice Industry, Suwon Women's College) ;
  • Park, Youngsim (Division of Food Science & Culinary Arts, Shinhan University)
  • 명춘옥 (오산대학교 호텔조리계열) ;
  • 남혜원 (수원여자대학교 외식산업과) ;
  • 박영심 (신한대학교 식품조리과학부)
  • Received : 2015.08.25
  • Accepted : 2016.02.25
  • Published : 2016.02.29
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to analyze the food-related lifestyle choices of female baby boomers and to investigate variables regarding home meal replacement (HMR) buying behaviors and future needs. This study was conducted on 358 female baby boomers 53 years of age living in Gyeonggi and near Seoul. Out of 420 distributed questionnaires, 358 were returned and used for analysis (response rate: 85.2%). As a result of cluster analysis, three groups were identified based on the food-related lifestyles : a value-seeking group, a convenience-seeking group, and a health-seeking group. Among the three groups, there were significant differences in two socio-demographic characteristics, education level (p<0.05) and regular exercise (p<0.01), and in several health- and food-related habits, type of breakfast (p<0.01), type of dinner (p<0.05), dinner details (p<0.05), frequency of eating out (p<0.05), and eating habits score (p<0.01). The health-seeking group was significantly more likely to purchase ready to cook (RTC) items (59.1%) than were the other groups (p<0.001). However, the ratio of HMR purchasing for the purpose of meal replacement (p<0.05) and an HMR purchasing frequency of more than twice a week (p<0.001) were significantly lower in the health-seeking group. Reasons for selecting HMR showed a similar tendency among groups in taste (26.2%), convenience (18.7%), price (16.9%), safety (15.3%) and type of food (14.3%). However, the satisfaction scores for hygiene and safety reported by the health-seeking group were significantly lower than those reported by the other groups. More than two-thirds of all respondents were willing to purchase HMR in the future, though there were significant differences according to group: convenience-seeking group, 73.1%, health-seeking group, 70.1%, and value-seeking group, 65.7% (p<0.05). Our results suggest that the number of baby boomers purchasing HMR products will continue to grow and baby boomers will want HMR products to be more healthy (52.0%), safe (28.5%) and delicious (13.4%). An emphasis on taste was high in the convenience-seeking group, whereas an emphasis on health was high in the health-seeking and value-seeking groups. In conclusion, this study shows various food-related lifestyles amongst female baby boomers and illustrates the need to develop HMR marketing strategies targeted to these different lifestyles.

Keywords

References

  1. Ahn HS. 2012. Utilization of home meal replacement according to the women dietary style in Jeonbuk. MS Thesis, Wonkwang Univ. Iksan, Korea
  2. Bae JY. 2013. Research on dietary behaviors of Korean housewives living in the cities and demanding of the community kitchens according to their life style. MS Thesis, Yonsei Univ. Seoul, Korea
  3. Brunso K, Grunert KG. 1995. Development and testing of a cross-culturally valid instrument: Food related lifestyle. Adv Consum Res 22:475-480
  4. CHO WH. 2012. A study on the preparation among baby boomers for old age according to their lifestyle: Focusing on Daejeon area. MS Thesis, Korea Univ. Seoul, Korea
  5. Choi SW, Ra YS. 2013. Influence of purchase motivation and selection attributes of HMR on repurchase intention according to lifestyle. The Korean J of Culinary Research 19:296-311
  6. Grunert KG. 2006. Future trends and consumer lifestyles with regard to meat consumption. Meat Science 74:149-160 https://doi.org/10.1016/j.meatsci.2006.04.016
  7. Hong WS, Kwon YS, Kwon YM, Yoo HK. 2011. Content analysis of dietary lifestyle-related from 1990 to 2009. J of Korean Home Economics Association 49:13-26
  8. Jang YJ. 2010. Food-related lifestyle segments of older consumers in Seoul and it's characterestics. J Korean Soc Food Sci Nutr 39:146-153 https://doi.org/10.3746/jkfn.2010.39.1.146
  9. Ju SY. 2012. Study on importance-performance analysis regarding selective attributes of home meal replacement (HMR). Korean Soc Food Sci Nutr 41:1639-1644 https://doi.org/10.3746/jkfn.2012.41.11.1639
  10. Jung HS. 2011. A study on the purchase behavior of HMR according to the dietary life-styles by female consumers. MS Thesis, Chung-Ang Univ. Seoul, Korea
  11. Jung KH. 2011. Characteristics and welfare needs of the Korean baby boom generation, Health Welfare Policy Forum. pp. 5-18
  12. Kim HN. 2010. Life style with consumer values and consumer behaviors of baby boom generation. MS Thesis, Ewha Woman's Univ. Seoul, Korea
  13. Kim JY, Song HJ, Park SS. 2005. Segmentation of the Home Meal Replacement (HMR) market by lifestyle: The case of S department store in Kang-nam. Seoul. Journal of Foodservice Management 8:137-154
  14. Kim JY, Song HJ. 2004. The research of the consuming behavior analysis on the life style -Focused on HMR consumers of Shinsegae Department Store-. The first international symposium for restaurant, culinary, hotel, food and beverage. Seoul. Korea. pp. 193-207
  15. Kim KY. 2006. A analysis of dining out behaviors and menu preference of silver consumers based on lifestyle. MS thesis, Yonsei Univ. Seoul, Korea
  16. Kim SH, Kwon SM. 2007. The study on selection attributes and expenditures according to the HMR (Home Meal Replacement) customers' lifestyle. Journal of Hospitality and Tourism Studies 25:16-30
  17. Kwak IS, Hong SH. 2013. Baby boomers' perceptions and preparations for later life planning the comparison with the former and the latter baby boomers. Korean Family Resource Management Association 17:147-172
  18. Kwak TK, Ryu ES, Lee HS, Ryu K, Choi SK, Hong WS, Chang MR, Shin ES, Moon HK, Chang HJ, Park SJ, Choi EH, Lee KE. 2008. Institutional Foodservice Operations. SinGwang Publish. Seoul. Koera. pp. 32-34
  19. Kwon YS, Lee YN, Choi W. 2005. HMR selection motive and behaviorism by lifestyle type. Journal of Hotel Resort 4:395-408
  20. Lee EH, Shin JY. 2004. A study on lifestyles-based market segmentation of the Korean mature consumers. J Korea Gerontolog Soc 24:1-20
  21. Lee HW. 2010. Consumers attitude toward rice processed food based on food related lifestyle. MS Thesis, Yonsei Univ. Seoul, Korea
  22. Lee HY, Chung LN, Yang IS. 2007. Consumer inclination to convenience toward home meal replacement. J Foodservice Manag Soc Korea 10:285-315
  23. Ministry of Agricultural, Food and Rural Affairs (MAFRA). 2013. 2013 가공식품 세분시장 현황. Available from http://www.aTFIS.or.kr [cited 2015 January 8]
  24. Ministry of Agricultural, Food and Rural Affairs (MAFRA). 2014. 2014 가공식품 소비자 태도 조사 보고서 리포트. Available from http://www.aTFIS.or.kr [cited 2015 January 8]
  25. Nam HW, Myung CO, Park YS. 2013. A study of dietary behaviors of female baby boomers and the needs for future perspectives of dietary life. Korean J Food & Nutr 26:895-908 https://doi.org/10.9799/ksfan.2013.26.4.895
  26. Oh WK. 2008. A study on the HMR (Home Meal Replacement) marketing strategy of dietary lifestyle through analysis. MS Thesis. Kyunghee Univ. Seoul, Korea
  27. Park JY. 2011. A study on purchasing behavior of salad dressing purchasing according to the food related lifestyle of housewives. MS Thesis. Kyunghee Univ. Seoul, Korea
  28. Song MJ. 2009. Analysis on consumer buying behavior for home meal replacement. MS Thesis, Yonsei Univ. Seoul, Korea
  29. 박재홍, 장재봉. 2012. 외식부문별 소비구조 분석. Korea Rural Economic Institute. pp. 51-81
  30. 정경희, 오영희, 이윤경, 박보미. 2011. A study on the diversity of baby boomers in Korea. Korea Institute for Health and Social Affairs. pp. 22, pp. 223-230
  31. 정경희, 이소정, 이윤경, 김수봉, 선우덕, 오영희, 김경래, 박보미, 유혜영, 이은진. 2010. Baby boomers' demographic profiles and welfare needs. Korea Institute for Health and Social Affairs. pp. 61-76
  32. 통계청. 2012. 베이비부머 및 에코세대의 인구․사회적 특성 분석. -2010년 인구주택 총조사를 중심으로-. pp. 1-36
  33. 한국건강증진재단. 건강길라잡이. Available from http://www.hp.go.kr/ [cited 2014 April 10]

Cited by

  1. Effect of Selection Attributes for Home Meal Replacement(HMR) on Purchasing of Married Women Living in a City vol.29, pp.5, 2016, https://doi.org/10.9799/ksfan.2016.29.5.643
  2. The Effects of HMR Selection Attributes on Repurchase Intention by Shopping Channels vol.16, pp.3, 2018, https://doi.org/10.15722/jds.16.3.201803.13
  3. A Study on Eating-Out Style and Acceptance Intention of Artificial Seasoning: The Moderating Role of Consumers' Psychological Value vol.6, pp.4, 2019, https://doi.org/10.13106/jafeb.2019.vol6.no4.171
  4. 성별에 따른 중년층의 가정간편식에 대한 소비행동과 선택속성 vol.34, pp.6, 2019, https://doi.org/10.7318/kjfc/2019.34.6.697
  5. Purchasing Behavior and Selection Attributes for Meal-Kit Products According to Food-Related Lifestyle Types vol.31, pp.4, 2016, https://doi.org/10.17495/easdl.2021.8.31.4.268