라이프스타일에 따른 가정 대용식(Home Meal Replacement)의 선택속성, 지각된 가치, 재 구매의도 영향요인

Abstract

The purpose of this study was to suggest basic data available for establishing a marketing strategy proper for consumers to manufacturers of home meal replacement by closely examining the consumption behavior and selection attribute related to consumers' HMR(home meal replacement) depending on lifestyle. Survey subjects were 300 consumers who have experience of purchasing home meal replacement in Seoul and were carried out a questionnaire survey. The questionnaire was carried out for 1 month from April 1, 2012 to April 30. As a result of analyzing according to the research objective, first, the health care and the taste orientation were indicated to have significant positive(+) influence upon sanitation and food quality as for the research hypothesis on the causality of influence upon selection attribute in home meal replacement according to lifestyle. Second, the health care, convenience orientation, economy orientation, and taste orientation were indicated to have significant positive(+) influence upon visual impact. However, safety orientation was analyzed to fail to have significant positive influence. Third, the convenience orientation was indicated to have significant positive(+) influence upon convenience. Fourth, as for the research hypothesis on the causality of influence upon the perceived value in selection attribute according to lifestyle, the visual impact and the convenience were analyzed to have significant influence upon economic effect. Based on these findings, the useful implication on home meal replacement was presented.