earticle

영어

The food industry is growing faster and absorbing variety fields. Despites this developments, HMR industry is not concerned as well. In this situation, need to focused in HMR. So, the purpose of this study is to segment Home Meal Replacement(HMR) customer for marketing based on F&B Information Recognition. Using the factor analysis, cluster analysis, discriminant analysis, and ANOVA to find out different behavioral intention in each clusters, the result elicited some implications. First, Using factor analysis to reduct F&B Information Recognition variables and analyzing the level of recognitions for the grouping by cluster analysis. The results showed that 3 clusters(High, Mid, Row recognition of F&B information) were founded and had difference in behavioral intentions. Cluster 3 which is higher recognition group has higher satisfaction of F&B information recognition and purchasing their favorite stores. The customers who have row level of recognitions lead to low satisfactions and repurcahsing. The result shows that market researcher in food and berverage should approach different marketing strategy and provides various information might customer want. This research need to survey broad populations for generalizing the results and using diversity variables to reveal relations between information and another variables.