The Korean Journal of Food And Nutrition (한국식품영양학회지)

The Korean Society of Food and Nutrition (한국식품영양학회)
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Effect of Selection Attributes for Home Meal Replacement(HMR) on Purchasing of Married Women Living in a City

도시 기혼여성의 간편가정식 선택속성이 구매에 미치는 영향

  • Ryu, Si-Hyun (Dept. of Foodservice Management, Paichai University) ;
  • Kim, Hee-Kyong (Dept. of Foodservice Management, Paichai University) ;
  • So, Mi (Dept. of Foodservice Management, Paichai University)
  • 류시현 (배재대학교 외식경영학과) ;
  • 김희경 (배재대학교 외식경영학과) ;
  • 소미 (배재대학교 외식경영학과)
  • Received : 2016.08.24
  • Accepted : 2016.09.29
  • Published : 2016.10.31
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Abstract

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.

Keywords

References

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