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KMID : 0665420190340040463
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Korean Journal of Food Culture
2019 Volume.34 No. 4 p.463 ~ p.473
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Hierarchical Value Structure of Active Seniors for Noodles: Applying Soft Laddering Technique Based on the Means-end Chain Theory
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Oh Hye-In
Kim Ga-Hyun
Oh Ji-Eun
Cho Mi-Sook
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Abstract
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The aim of this study is to identify the value structure of active seniors for noodles. Noodles are the secondly mostpreferred and familiar food in Korea, followed by rice. And noodles also have a variety of tastes/flavors and even a varietyof ceremonial characteristics. The necessity of offering proper food to seniors has recently increasing because Koreabecoming an aged society. This study conducted 1:1 in-depth interviews with 30 active senior participants using the softladdering technique, which is based on the means-end chain theory. The Implication Matrix and HVM were derived fromperforming content analysis. The active seniors mainly consider the ‘taste’, expecting to obtain the ‘satisfying taste’, andpursuing the ‘family affair’, ‘pleasure’, and ‘self-satisfaction’. The results of this study indicated that the taste is the mostimportant attribute and the active seniors consider their family as well as the pleasure and satisfaction of their own. Maleseniors mainly pursue the ‘pleasure’ and ‘self-satisfaction’ by satisfying their taste through considering ‘taste’ and ‘familiarity’. But female seniors mainly pursue the ‘family affair’ by ‘satisfying taste’ through considering ‘taste’. These results can be usedas a basic data for developing noodle products for the elderly. This study will also contribute to the development of specialcare food and product concepts for the silver generation.
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KEYWORD
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Noodles, means-end chain theory, laddering technique, active senior
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