earticle

영어

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.