IPA분석을 이용한 대형마트 브랜드와 제조업체 브랜드의 HMR식품 선택속성에 관한 연구

There are many changes in the culture of diet as the proportion of single-person households and women entering society increases. In this situation, the importance of HMR products is increasing. In normal, HMR products consist of private brand (PB) and national brand (NB). The two brands look similar but have different characteristics. The objective of the this study examined the importance and satisfaction of various attributes that consumers consider when choosing HMR foods for private brand and national brand through IPA analysis. To accomplish the purpose of this study, date were collected from 396 customers of private brand and 383 customers of national brand respectively. The results are as follows. The 26 selection attributes were divided into six types of factors: (1) taste, (2) price, (3) design, (4) diversity, (5) awareness, and (6) nutrition. In addition, the IPA results showed that the private brand had price in the first quadrant, nutrition in the second quadrant, design, awareness in the third quadrant, and taste and diversity in the fourth quadrant. On the other hand, the national brand had price in the first quadrant, nutrition in the second quadrant, awareness in the third quadrant, and diversity, design, and that in the fourth quadrant. The important theoretical and practical implications are discussed in the last part of the paper.