가정간편식의 제품속성에 대한 인식차이

• 영문명: Different Perception on Product Attributes of HMR: Focusing on College Students and Consumers
• 발행기관: 한국유통과학회
• 저자명: 양회창(Hoe Chang Yang) 김종백(Jong Baek Kim) 김안식(An Sik Kim)
• 간행물 정보: 『유통과학연구(JDS)』제14권 제2호, 47~56쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2016.02.28

영문 초록

Purpose - The purpose of this study is to investigate the difference in the degree of significance and satisfaction perceived by college students and ordinary consumers on the HMR product attributes. Comparison of the difference on HMR product attributes between ordinary consumers and college students who belong to the current and future consumption groups of HMR will provide information for clear marketing strategies and PR on target consumers from the aspects of companies. Also, overall difference on HMR was investigated through IPA(importance-performance analysis) on significance and satisfaction with each product attribute. This result will provide information to food companies that produce or supply HMR products to be supplemented and improved. Finally, IPA was conducted between groups on product attribute to find which difference exists between groups. This result is also expected to provide crucial information to companies as suggested in the first purpose. Research design, data, and methodology - The procedure of analysis is as follows. First, independent sample t-test was conducted on the significance and satisfaction on HMR product attributes. Second, with using IPA, the significance and satisfaction on HMR product attributes of the respondents were checked to investigate marketing strategy direction on overall HRM products. Third, the difference between generations was verified using IPA on the college student and consumer groups. According to this result, the direction of marketing strategy on HRM products was to be proposed to food companies. Results - It was known that consumers consider HMR product attributes statistically and significantly such as nutrient content(nutrition), country of origin, brand, main raw material, packaging, and awareness of manufacturer. They keep after purchase more importantly than college students who considered only volume and price than consumers. In comparison with the difference in satisfaction on HMR product attribut

목차

Abstract

1. 서론

2. 이론적 배경

3. 연구방법

4. 실증 분석 결과

5. 결론

References

키워드

HMR(Home Meal Replacement) Product Attributes College Student Consumer Group Difference