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KMID : 1011620070230030388
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Korean Journal of Food and Cookey Science
2007 Volume.23 No. 3 p.388 ~ p.400
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Preference, Satisfaction, and Repurchase Intention of Consumers for Home Meal Replacements(HMR) by Product Categories
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정라나:Chung Ra-Na
이해영:Lee Hae-Young/양일선:Yang Il-Sun
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Abstract
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The purpose of this study was to identify the characteristics of consumers who purchase home meal replacements (HMR) and to analyze the differences for frequency of use, preference, satisfaction, and repurchase intention based on HMR product categories. The subjects were adults in their twenties or older, who had used HMRs and lived in Seoul and the Gyeonggi Province of Korea. Five-hundred and fifty subjects were chosen by random sampling, and questionnaires were distributed from March 12 to 30，2005. A total of 451 questionnaires were returned (the rate of return was 82%). The primary results of the study are as follows. First, by analyzing for differences based on the demographical characteristics of the HMR consumers, men had higher 4 frequencies of use* and preference, whereas women had higher satisfaction and 'intentions to purchase again.' This implies that HMRs assist women who are usually in charge of home food preparation, based on time and cooking effort; hence a higher satisfaction among the women. Second, by analyzing for differences based on the characteristics of HMR consumers who ate the products, 'frequency of use’ (p<.001), preference (p<.01), satisfaction (pc.OOl), and 'intention to repurchase' (p<.001) for the *ready to eat' HMR category, by the person who prepared the food, were significantly higher for those subjects in their 20s than for those in other age groups. As for persons influenced by the meal, the teen age group had significantly lower ‘frequency of use，(p<.001), preference (p<.05), satisfaction (p<.01) and 'intention to repurchase' (p<.01) than other age groups. "Frequency of use，(p<.001) and preference (p<.05) were lower if the person influenced by the meal was one's spouse or child than if the person influenced by the meal was oneself. Third, regarding the preference for eating at home or eating out, ’frequency of use’ was significantly higher than the other analyzed factors for the 'ready to eat', 'ready to heat', and 'ready to end-cook' HMR categories. In short, the 'frequency of use' for HMRs was higher for those who preferred to eat at home versus eating out，simply as a result of being bored with eating out, which is essentially the reason for the origin of HMR.
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KEYWORD
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Home meal replacement (HMR), Consumer preference, Consumer satisfaction, Repurchase
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