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KMID : 0665420210360060531
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Korean Journal of Food Culture
2021 Volume.36 No. 6 p.531 ~ p.541
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Home Meal Replacement (HMR) Consumption Behavior of Vietnamese Consumers by Household Size
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Choi Seung-Gyun
Hong Wan-Soo
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Abstract
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This study was conducted to provide basic data for evolving a strategy for the development of Vietnam’s customized HMRprogram and formulating a marketing strategy by analyzing the characteristics and variations of HMR consumption behaviorby household size. The results of the analysis were as follows: The number of single households using HMR as a generalmeal at home was higher than multiple-person households. Moreover, there was a high preference for ‘ready to heat’ and‘ready to eat’ products, which are relatively easy to cook and prepare. It was observed that single households preferreddepartment stores, hypermarkets, and convenience stores for purchasing HMR when compared to multiple households, andthat single households preferred to acquire information through TV/radio and internet advertisements. Among the HMRselection attributes, single households valued taste, quantity, price, preparation process, preparation time, and ease ofstorage as important. Reflecting on the results of this study, when developing HMR in Vietnam, it is necessary to developa product that can nutritionally replace the general meal with a focus on convenience. In addition, there is a need forproducts that possess various attributes such as convenience, health, and eco-friendliness.
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KEYWORD
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Home meal replacement, vietnam, consumption behavior, household size, convenience food
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