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KMID : 0665420200350050426
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Korean Journal of Food Culture
2020 Volume.35 No. 5 p.426 ~ p.439
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Purchase Behavior and IPA of HMR Products in China Elderly Consumers
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Lee Hyun-Sook
Choi Hee-Ryong
Lee Na-Young
Kim Hyun-Ah
Kwon Phil-Yeo
Park Shin-Jeong
Hong Wan-Soo
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Abstract
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This study surveyed Chinese elderly consumers to determine their purchasing behavior, importance, and satisfaction withHMR products in China. Three hundred and seventy people were surveyed: 184 males and 186 females aged 55 to 70years. Two hundred and sixty-seven (72.25%) of the surveyed consumers had an average monthly income of 6,000 yuanor less, and 313 (84.9%) responded that they spend 3000 yuan or less on groceries per month. Three hundred and fortyeight(94.1%) showed a high interest in health management. Regarding the frequency of purchasing HMR products, mostresponded that they purchased HMR products more than once or twice a week, with a single purchase of 100 yuan or lessfor each purchase. The respondents preferred 2 or 3 serving packagings in a refrigerated form. For all forms of products,those made as in-house meals, outdoor meals, as a snack or night snack, for serving guests, for trips, camping, and on-thegoproducts, the participants mostly responded that they frequently purchased the product. When purchasing HMRproducts, the importance of hygiene, convenience in purchase accessibility, the freshness of ingredients, and an indicationof the nutritional content were considered as a high rank. After purchase, the satisfaction of SNS and mobile applicationadvertisements and promotions, amount per serving, take out convenience, and new menu were considered low-rank. TheIPA results showed that marking the origin of the ingredients and new menu are areas needing improvement. The studyresults may be used as base data for developing elderly friendly HMR products and establishing its marketing strategies.
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KEYWORD
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China elderly consumers, HMR products, purchase behavior, IPA(Importance-Performance Analysis)
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