- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Different Perception on Product Attributes of HMR: Focusing on College Students and Consumers
Kim, Jong-Baek
Kim, An-Sik
Abstract
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 attributes, the college student group was more satisfied than ordinary consumers only in flavor, condition of food additives, and volume. Also, HMR related food companies must maintain taste, cooking method, manufacturing date, expiration date, and safety on current products continuously. Finally, as a result of analysis from the groups, the attributes such as cooking method, manufacturing date, expiration date, and safety were considered significantly with high achievement by the two groups. It was known that college students considered food texture to be important, but consumers considered storage method to be important after purchasing it. Conclusions - There is necessity to differentiate effectiveness of products when releasing HMR products subject to consumers and college students. The result will give great assistance to the improvement of companies, produce or supply HMR products. It will also provide entry strategies on target groups of companies that are planning for entry. The factors that consumers commonly considered not to be significant were brand, package form(appearance), cooking time, and sale(purchase) location, which were found in the comparison with the groups that awareness about manufacturers and storage method after purchase corresponded to college students and that distribution route corresponded to ordinary consumers.
- keywords
- HMR(Home Meal Replacement), Product Attributes, College Student, Consumer, Group Difference
Reference
Ahn, Kwang-Ho, Kwon, Ick-Hyun, & Lim, Byung-Hoon (2012). Marketing (5th ed.). Seoul: Booknet.
An, Min-Young, & Park, Jae-Oak (2003). Clothing Evaluation Criteria and Purchase Intention based on Consumers'Clothing Shopping Orientation in Cyber Shopping. Journal of the Korean Society of Clothing and Textiles, 27(7), 789-799.
Ana, I. D. A., Schoolmeester, D., Dekker, M., & Jongen, W. M. (2007). To Cook or Not to Cook: A Means-end Study of Motives for Choice of Meal Solutions. Food Quality and Preference, 18(1), 77-88.
Belch, E., & Belch, A. (1998). Advertising and Promotion. NY:McGraw-Hill.
Choi, Beet-Na, Lee, Hyen-Ho, & Yang, Hoe-Chang (2014). Impacts of Value Inclination and Self-Expressive Consuming Propensity upon Eco-Friendly Product Purchasing Intention. The East Journal of Business Management, 4(4), 39-49.
Choi, Jum-Rak, Kim, Young-Mi, & Yoon, Sung-June (2014). Study on Determinants of Jewelry Purchase Intention and Switching Intention: Focused on Product Attributes, Store Attributes and Shopping Values, Journal of Distribution Research, 19(4), 1-26.
Chung, La-Na, Lee, Hae-Young, & Yang, II-Sun (2007). Preference, Satisfaction, and Repurchase Intention of Consumers for Home Meal Replacements(HMR) by Product Categories. The Journal of Korean Society of Food & Cookery Science, 23(3), 388-400.
Dick, A. S., & Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
Engel, J. F., Blackwelland, R. D., & Miniard, P. W. (1995), Consumer Behavior (8th ed.). Chicago: The Dryden Press.
Gibson, M. (1999). Home Meal Replacement in Europe -Revolution or Evolution?. Hospitality Review, 4. Retrieved May 23, 2007, from http://www.threshold-press. co.uk/hospitality_review/issue_4_homemeal.htm.
Grier, K. (2001). An Update on the Canadian Home Meal Replacement Market. Grocery Trade Review Retrieved from AgEcon Search website: http://purl.umn.edu/18105
Hall, J., Lockshin, L., & O'Mahony, G. B. (2001). Exploring the Links between Wine Choice and Dining Occasions:Factors of influence. International Journal of Wine Marketing, 13(1). 36-53.
Hammitt, W. E., Bixer, R. D., & Noe, F. P. (1996). Going beyond Importance-Performance Analysis to Analyze the Observance-influence of Park Impact. Journal of Park and Recreation Administration, 14(1), 45-62.
Harris, L. (1993). How MPR Adds Value to Integrated Marketing Communications. Public Relations Quarterly, 38(2), 13-18.
Johnson, M., & Johnson, L. (2012). Generations, Inc.: From Boomers to Linksters: Managing the Friction Between Generations at Work (Translated by Bang, Y.). Seoul:WinnersBook.
Kang, Ha-Yeon, & Jo, Mi-Na (2015). Key Buying Factor and Improvement Point According to the HMR Use Characteristic by University Students. Journal of Tourism and Leisure Research, 27(8), 335-356.
Keller, L.. (1993). Conceptualizing, Measuring and Managing Customer-Based Brand Equity, Journal of Marketing, 57(1), 1-22.
Kim, Byoung-Hee, & Seo, Sang-Yul (2003). Marketing PR and Research Agenda. Journal of Public Relations, 9(1), 39-67.
Kim, Sang-Chul (2006). The Final Alternative Choice According to the Change of Product Attribute Information, Journal of Distribution Science, 4(1), 103-120.
Lee, Eun-Young (2007). Fashion Marketing. Seoul: Kyomunsa.
Lee, Kwang-Keun, Ahn, Seong-Ho, Kim, Hyung-Deok, & Youn, Myoung-Kil (2014). Effects of the Flow of an Internet Shopping Mall upon Revisit Intention and Purchase Intention. The East Journal of Business Management, 4(4), 27-38.
Lee, Young-Chul, & Yang, Hoe-Chang (2012). The Effect of College Students’ Perceived Choice Attribute of Traditional Market and Relationship Quality: Moderating Effects of Consumption Emotion and Mediating Effects of Consumer’ Value. Journal of Distribution Science, 10(1). 33-42.
Levesque, T., & McDougall, G. H. (1996). Determinants of Customer Satisfaction in Retail Banking. International Journal of Bank Marketing, 14(7), 12-20.
Mitchll, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, 10(2), 70-80.
Morey, R. C., Spark, B. A., & Wilkins, H. C. (2002). Purchase Situation Modelling in Wine Selection: An Evaluation of Factors in an Australian Context. International Journal of Wine Marketing, 14(1), 41-64.
Park, Chul-Ju (2015). The Influence of a New Product's Innovative Attributes and Planned Obsolescence on Consumer Purchase Intention. Journal of Distribution Science 13(8), 81-90.
Park, Hye-Young, Cho, Tae-Soo, & Mun, Sun-Ho (2012). The Effect on Satisfaction and Buying Behavior according to Product Attribute of Snowboard Deck. Journal of Sport and Leisure Studies, 49(1), 63-75.
Park, Kyung-Sook, Kim, Jong-Baek, & Yang, Hoe-Chang (2015). Food and Nutrition Students' Evaluation for Home Meal Replacement Quality Using Importance-Performance Analysis. Journal of Distribution Science, 13(7), 19-24.
Stanley, R. E. (1982). Promotion. (2th ed.). New Jersey:Prentice Hall, pp. 56-57.
Su, Shuai, Keong, Young-Jun., Choi, Jin-Young., & Kim, Sun-Woong (2014). Effects of Ethical Management of Retail Enterprises in Korea on Corporate Image and Purchase Intention. The East Journal of Business Management, 5(1), 27-35.
Yang, Jung-Mee (2013). A Study on Airline Service Quality Assessment Using Potential Customer Satisfaction Improvement Index(PCSI) and Revised IPA based on Kano Theory, Thesis for Doctoral in Catholic University of Daegu, Daegue, Korea.
Yang, Hoe-Chang, & Ju, Yoon-Hwang (2012). Effects of Perceived Choice Attributes in Traditional Markets and Relationship Quality: Moderating Effects of Consumption Emotion and Consumer’ Value. Journal of Distribution Science, 10(12). 25-34.
Yang, Hoe-Chang, Kwon, Woo-Taek, & Kim, Dong-Hwan (2014). An IPA-based Study on the Sextic Industry's Potential for Continued Development from Producers' Viewpoint. Journal of Distribution Science, 12(11), 15-23.
Zeithmal, V. A. (1988). Consumer Perceptions of Price Quality, and Value: A Means-end Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations