Journal of the Korean Dietetic Association (대한영양사협회학술지)

The Korean Dietetic Association (대한영양사협회)
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Customers' Purchase Patterns and Expectation-Confirmation toward Home Meal Replacement Products

고객의 가정식사대용식 구매 현황 및 기대일치정도 분석

  • Koo, Minsun (Dept. of Food & Nutrition, Yonsei University) ;
  • Kang, Hye-Seung (Dept. of Food & Nutrition, Yonsei University) ;
  • Ham, Sunny (Dept. of Food & Nutrition, Yonsei University)
  • 구민선 (연세대학교 생활과학대학 식품영양학과) ;
  • 강혜승 (연세대학교 생활과학대학 식품영양학과) ;
  • 함선옥 (연세대학교 생활과학대학 식품영양학과)
  • Received : 2018.07.03
  • Accepted : 2018.07.19
  • Published : 2018.08.02
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Abstract

This study examined the customers' perception on Home Meal Replacement (HMR) products. Specifically, there were three research objectives: 1. to identify the customers' HMR purchase patterns and preference of HMR product development; 2. to identify the attributes of the HMR products that the customers perceive; and 3. to examine the customers' level of expectation-confirmation toward HMR product attributes according to the demographic characteristics. This study employed a self-administered survey that was distributed online from November 21~24, 2017. The sample of the study was the customers who had purchased HMR products in the six months prior to taking the survey. A total of 553 respondents completed the survey, which was used for data analysis. The results revealed the customers' HMR purchase patterns. The major HMR product type of purchase was ready to heat (52.6%), while the main reason for purchasing HMR products was convenience (83.2%). For the differences in the level of expectation-confirmation toward HMR products in accordance with the demographic characteristics of customers, the results indicated that there was a difference in the expectation-confirmation level according to age, whereas the respondents aged 29 and under showed a significantly higher level of time-saving for the preparation and ease of cooking (P<0.05) than the other age groups. In addition, there was a significant difference in the expectation-confirmation level for saving meal preparation time (P<0.05) and convenience (P<0.01) among the customer's occupation. These findings can provide the basis for a strategy for developing HMR products reflecting the rapidly changing customers' needs. HMR products should be developed according to the specific target market, as the study indicated that the respective customer segmentation resulted in a difference in their expectation toward HMR products.

Keywords

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