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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 유통과학연구 유통과학연구 제14권 제2호
발행연도
2016.1
수록면
47 - 56 (10page)

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Purpose – The purpose of this study is to investigate the difference in the degree of significance and satisfaction perceived by college students and ordinary consumers on the HMR product attributes. Comparison of the difference on HMR product attributes between ordinary consumers and college students who belong to the current and future consumption groups of HMR will provide information for clear marketing strategies and PR on target consumers from the aspects of companies. Also, overall difference on HMR was investigated through IPA(importance-performance analysis) on significance and satisfaction with each product attribute. This result will provide information to food companies that produce or supply HMR products to be supplemented and improved. Finally, IPA was conducted between groups on product attribute to find which difference exists between groups. This result is also expected to provide crucial information to companies as suggested in the first purpose. Research design, data, and methodology – The procedure of analysis is as follows. First, independent sample t-test was conducted on the significance and satisfaction on HMR product attributes. Second, with using IPA, the significance and satisfaction on HMR product attributes of the respondents were checked to investigate marketing strategy direction on overall HRM products. Third, the difference between generations was verified using IPA on the college student and consumer groups. According to this result, the direction of marketing strategy on HRM products was to be proposed to food companies. Results – It was known that consumers consider HMR product attributes statistically and significantly such as nutrient content( nutrition), country of origin, brand, main raw material, packaging, and awareness of manufacturer. They keep after purchase more importantly than college students who considered only volume and price than consumers. In comparison with the difference in satisfaction on HMR product attributes, the college student group was more satisfied than ordinary consumers only in flavor, condition of food additives, and volume. Also, HMR related food companies must maintain taste, cooking method, manufacturing date, expiration date, and safety on current products continuously. Finally, as a result of analysis from the groups, the attributes such as cooking method, manufacturing date, expiration date, and safety were considered significantly with high achievement by the two groups. It was known that college students considered food texture to be important, but consumers considered storage method to be important after purchasing it. Conclusions – There is necessity to differentiate effectiveness of products when releasing HMR products subject to consumers and college students. The result will give great assistance to the improvement of companies, produce or supply HMR products. It will also provide entry strategies on target groups of companies that are planning for entry. The factors that consumers commonly considered not to be significant were brand, package form(appearance), cooking time, and sale(purchase) location, which were found in the comparison with the groups that awareness about manufacturers and storage method after purchase corresponded to college students and that distribution route corresponded to ordinary consumers.
#HMR #Home Meal Replacement) #Product Attributes #College Student #Consumer #Group Difference.

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참고문헌 (34)

참고문헌 신청
Ahn, Kwang-Ho / 2012 / Marketing / Booknet google schola An, Min-Young / 2003 / Clothing Evaluation Criteria and Purchase Intention based on Consumers'Clothing Shopping Orientation in Cyber Shopping / Journal of the Korean Society of Clothing and Textiles 27(7):789~799 google schola Ana, I. D. A. / 2007 / To Cook or Not to Cook : A Means-end Study of Motives for Choice of Meal Solutions / Food Quality and Preference 18(1):77~88 google schola Belch, E. / 1998 / Advertising and Promotion / McGraw-Hill google schola Beet-Na Choi / 2014 / Impacts of Value Inclination and Self-Expressive Consuming Propensity upon Eco-Friendly Product Purchasing Intention / The East Asian Journal of Business Management 4(4):39~49 dbpia

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