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KMID : 0665420070220030315
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Korean Journal of Food Culture
2007 Volume.22 No. 3 p.315 ~ p.322
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What’s the consideration attribute on purchasing the HMR?
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Chung Ra-Na
Lee Hae-Young
Yang Il-Sun
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Abstract
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The purpose of this study was to analyze the factors consumers seriously considered when purchasing HMRs and the difference among the factors according to their demographic characteristics. The subjects were adults in their twenties or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling picked 550 of them, who were distributed a questionnaire from March 12 to 30, 2005. Total 451 questionnaires were returned(the return rates were 82%). The validity of the 27 features was examined by factor analysis. There were seven factors identified, and they were labeled considering the meaning of their items as follows: ’Factor 1. food quality,’ ’Factor 2. appearance and packaging,’ ’Factor 3. convenience and reliability,’ ’Factor 4. access,’ ’Factor 5. familiarity,’ ’Factor 6. positive experiences,’ and ’Factor 7. practicality.
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KEYWORD
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Home meal replacement(HMR), consideration attribute, consumers
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