Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Effect of Experience-Value and Color Marketing of HMR Products on Consumers' Repurchase Intention

HMR 제품의 경험가치와 컬러 마케팅이 소비자의 재구매 의도에 미치는 영향

  • 김두기 (외식산업경영학과, 우송대학교) ;
  • 최진경 (외식산업경영학과, 우송대학교)
  • Received : 2018.01.31
  • Accepted : 2018.06.25
  • Published : 2018.06.30
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Abstract

The home meal replacement (HMR) food industry began in 1980, and it has grown rapidly as a major food business for both consumers and the food industry since the development of industrialization and societal changes. Many researchers investigated a variety of HMR food product characteristics. On the other hand, previous studies have focused only on topics in limited study areas. Therefore, this study examined the effect of color marketing and the value of experience on the consumer behaviors. This study used a survey to collect the respondents' opinions about HMR food products. The study results showed that the characteristics of color marketing and the experience value of the HMR products influenced the consumers' attitudes. Moreover, consumers' attitudes affected their repurchase behavior. The results suggest that marketers of HMR food products should use colors that show the characteristics of products to appeal to consumers. In addition, HMR products should be developed in line with what consumers value the most; for example, consumers value their previous experience with the products and the characteristics of the products.

Keywords

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