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KMID : 1011620210370060516
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Korean Journal of Food and Cookey Science
2021 Volume.37 No. 6 p.516 ~ p.528
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Home Meal Replacement (HMR) Consumption Attitude and Perception of Vietnamese based on Food Consumption Value
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Choi Seung-Gyun
Hong Wan-Soo
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Abstract
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Purpose: The HMR market of Vietnam is expected to expand due to the economic growth and urbanization of the country. The purpose of this study was to provide basic data for directing product development and establishing a marketing strategy for HMR in Vietnam.
Methods: A survey was conducted targeting Vietnamese consumers who usually use HMR and those who have had the experience of using it earlier. Food consumption value was used for the market segmentation of Vietnamese consumers, and differences in purchasing behavior, such as the reasons for using HMR, preference for HMR, and the importance-performance of HMR selection attributes, were analyzed for each segment.
Results: Vietnamese consumers were classified into the sub-markets of ‘Pursuing Simplicity and Convenience’, ‘Pursuing Family Health’, and ‘Pursuing Safety and Simplicity’ types. As a result of analyzing the characteristics of the segmented market, it was observed that the influence of family values reflecting Vietnam’s family-oriented culture and situational values reflecting climate characteristics existed. Moreover, when purchasing HMR, quality, hygiene, safety, taste, nutrition, price, and freshness were found to be key attributes, and there were differences in HMR consumption attitude and perception for each market segment.
Conclusion: This study is meaningful in that it was conducted on the Vietnamese HMR market, where limited research has been performed, and that it reflects the cultural and climate characteristics of Vietnam. Such segmented market characteristics can be utilized for formulating market tailored HMR development and marketing strategies.
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KEYWORD
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home meal replacement, consumption behavior, food consumption value, vietnam, convenience food
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