가정간편식 시장에서 제품특성을 활용한 경영전략에 관한 연구

Home meal replacement products are easy to eat and are cheap in terms of price. Recently, its quality has been improved, so that young people as well as middle-aged people have become interested in home meal replacement (HMR) products. This study tried to examine the importance of the home meal replacement products. More specifically, this study proposed that five dimensions of product attributes, which include price, diverse, design, taste, and nutrition, help consumers increase repurchase intentions. In addition, this study attempted to investigate statistical differences in the above-mentioned five dimensions of product attributes according to socio-demographic profiles. Data were collected from 736 HMR customers using an online-survey in Korea. First, the results of the multiple regression analysis showed that all five dimensions of product attributes play an important role in the formation of repurchase intentions. Second, t-tests and one-way ANOVA results found that some product attributes differ according to socio-demographic profiles such as gender, age, and marital status. The important theoretical and practical implications of this study are discussed later in the paper.