|
KMID : 1134820190480010120
|
|
Journal of the Korean Society of Food Science and Nutrition
2019 Volume.48 No. 1 p.120 ~ p.131
|
|
|
An Importance-Satisfaction Analysis of Selection Attributes of Home Meal Replacement for Consumers in Taiwan
|
|
Lee Hyun-Sook
Hong Wan-Soo
|
|
|
Abstract
|
|
|
|
In order to understand the current status of use and to analyze the importance and satisfaction of Home Meal Replacement (HMR) selection attributes, this study analyzed 550 consumers between the ages of 20 to 59 residing in Taiwan who have used HMR products. Results showed that consumers in Taiwan purchased HMR food 1∼4 times a week or 1∼3 times a month and the main reason for purchase was saving time. Most products were purchased for less than 10,000 KRW at large supermarkets or convenience stores. An analysis of the difference of the importance placed in and satisfaction in HMR selection attributes by gender showed that Taiwanese female consumers regarded expiration date notation, taste, and a reliabile brand as more important whereas male consumers regarded items such as nutritional value and various menus as more important. The Importance Satisfaction Analysis (ISA) of HMR selection attributes showed that items such as hygiene, safe packaging, expiration date notation, clean and easy to pack, and quality of food were in the first quadrant as items of high importance and satisfaction. Items such as the use of eco-friendly ingredients, promotion and events, advertising promotion, promote SNS and APP were placed in the third quadrant, which records items of low satisfaction and importance. Therefore, the development of HMR products targeting Taiwanese consumers should include family health-oriented HMR products that can maintain freshness, hygiene, and high quality with high nutritional value. For global expansion of the domestic HMR market, the study also showed the need for aggressive promotional activities based on SNS and APP, advertising, promotions, and events.
|
|
|
KEYWORD
|
|
|
Taiwan consumers, Home Meal Replacement (HMR), Importance-Satisfaction Analysis (ISA)
|
|
|
FullTexts / Linksout information
|
|
|
|
|
Listed journal information
|
|
|
|