식생활 라이프스타일에 따른 HMR식품 유형선택에 관한 분석

• 영문명: A Study on the Selection of HMR Food Types by Dietary Lifestyle
• 발행기관: 관광경영학회
• 저자명: 서영태 김현주
• 간행물 정보: 『관광경영연구』제25권 제3호, 191~209쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2021.05.31

영문 초록

The purpose of this study is to present improvement directions and specific marketing strategies for each HMR food type by studying the effects of dietary lifestyle, demographic factors and HMR food use patterns on HMR food type selection. HMR food types were classified as soup, noodles, rice, restaurant food/drinking snacks, and frozen foods. As a research method, the MNL(Multinomial Logit Model) was used. Among dietary lifestyles, it turns out that there is a positive(+) effect(+5% significance level) each of trend-seeking type and health-seeking type to soup and rice. Also, it appeared that there is a negative(-) effect(-10% significance level) of health-seeking type to restaurant food/drinking snacks while gastronomic type effect positively(+5% significance level). The practical implications of this study are that health-seeking type shows positive results in rice choice, whereas restaurant food/drinking snacks HMR foods are negatively affected so that they are required to take effort on improving images by marketing strategies, which highlight quality improvement or reduction of condiments usage. In the case of the trend-seeking type, as positive results have been shown in soup choice, soup HMR food needs to focus on developing new products rather than improving the quality of existing products. In addition, regarding gourmet types, tend to spare no investment in tasty food, they requires to take exertion on the accumulating information on new foods and restaurants that are rapidly changing to commercialize it as HMR food and persistent quality improvement by development of recipes.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 자료 및 모형설정

Ⅳ. 실증분석 및 결과

Ⅴ. 결 론

참고문헌

키워드

Dietary Lifestyle HMR Food MNL Model Multinomial Logit