베트남 가구 규모에 따른 가정간편식 소비행동

• Published in: Journal of the Korean Society of Food Culture Vol. 36; no. 6; pp. 531 - 541
• Main Authors: 최승균, 홍완수, Seung Gyun Choi, Wan Soo Hong
• Format: Journal Article
• Language: Korean
• Published: 한국식생활문화학회 30.12.2021
• Subjects: 생활과학; Home meal replacement; vietnam; convenience food; consumption behavior; household size
• ISSN: 1225-7060; 2288-7148

This study was conducted to provide basic data for evolving a strategy for the development of Vietnam’s customized HMR program and formulating a marketing strategy by analyzing the characteristics and variations of HMR consumption behavior by household size. The results of the analysis were as follows: The number of single households using HMR as a general meal at home was higher than multiple-person households. Moreover, there was a high preference for ‘ready to heat’ and ‘ready to eat’ products, which are relatively easy to cook and prepare. It was observed that single households preferred department stores, hypermarkets, and convenience stores for purchasing HMR when compared to multiple households, and that single households preferred to acquire information through TV/radio and internet advertisements. Among the HMR selection attributes, single households valued taste, quantity, price, preparation process, preparation time, and ease of storage as important. Reflecting on the results of this study, when developing HMR in Vietnam, it is necessary to develop a product that can nutritionally replace the general meal with a focus on convenience. In addition, there is a need for products that possess various attributes such as convenience, health, and eco-friendliness.