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건강 프리미엄 김밥 개발을 위한 소비자 요구도 및 김밥 선택속성에 대한 중요도·만족도 분석
권필녀,홍완수 한국식품조리과학회 2018 한국식품조리과학회지 Vol.34 No.2
Purpose: This study aimed to provide research data for the quality improvement and sales-strategy establishment of Gimbap products. For this purpose, importance-satisfaction analysis (ISA) of Gimbap specialty stores’ selection attributes and analysis of development demand for Gimbap products were conducted. The subjects of the research were adults with general Gimbap purchasing experiences, residing in Seoul and its metropolitan areas. Methods: A survey was conducted on the subjects at Gimbap specialty stores that were registered as panels in the research company. A self-administered web questionnaire made by the research company was distributed, and 355 valid responses were used for the final analysis. Results: A total of 148 (41.7%) respondents answered that they eat Gimbap products 1-3 times a month, and 192 (54.1%) responded that the purpose of the purchase was ‘for everyday meals’. Demand analysis showed ‘low-sodium’ (3.77), ‘premium’ (3.72), and ‘eco-friendly ingredient’ (3.70) as the most demanded Gimbap products. In the interim, ISA of Gimbap specialty stores’ tangible selection attributes showed that the items in the first quadrant were ‘harmony of taste’, ‘rice texture’, ‘freshness’, ‘food quality’, ‘gimbap hygiene’, ‘laver texture’, and ‘hygiene and cleanliness of packaging containers’. In the 2nd quadrant, ‘reasonable price’ and ‘safety of the packaging container material’ were present. ISA of intangible attributes showed that the items ‘cleanliness of the store’, ‘quick service for ordered food’, ‘convenient delivery and takeout’, ‘convenience of food intake’and ‘time saving’ were in the 1st quadrant. In the 2nd quadrant, ‘cleanliness of tableware and cooking utensils’, ‘cleanliness of employees' clothes’, and ‘cleanliness of restrooms’ were present. Conclusion: For Gimbap specialty stores to increase consumer satisfaction, maintaining the quality of factors such as rice and laver texture, hygiene and cleanliness of packaging containers, and harmony in taste is necessary. Moreover, results show a need to concentrate on items such as cleanliness of tableware and cooking utensils, cleanliness of employees' clothes, and cleanliness of shops and restrooms.
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시니어 소비자의 건강증진 라이프스타일에 따른 건강 프리미엄 고령친화 HMR 제품의 시장세분화 연구
권필녀,이금룡,최희령,홍완수 한국식품영양과학회 2022 한국식품영양과학회지 Vol.51 No.3
This study analyzed the market segmentation of the senior class of consumers and the development demand for healthy premium aging-friendly home meal replacement (HMR) products, for senior consumers aged 55 years or older based on their health promotion lifestyle. Questionnaires were administered to 500 subjects, of which 64 insincere responses were removed and 436 responses were used for the final analysis. All the data from this study were analyzed using the SPSS statistics software (ver. 18.0). This study suggested the ‘appearance-oriented type’, ‘rational health maintenance type’, ‘active disease prevention type’, ‘healthy dietary lifestyle type’, ‘stress management type’, and ‘physically healthy type’ as health promotion lifestyle factors of senior consumers. Further, a cluster analysis was conducted, and the identified clusters were named active, passive, and smart senior, respectively. All clusters commonly showed the highest preference for ‘Korean foods’, ‘boiled dishes’, and ‘rice’. From these findings, it is thought that the aging-friendly HMR menu should be developed around Korean foods favored by seniors and that heated aging-friendly HMR products are required, given that the preferences for boiled food recipes were found to be the highest. In particular, it may be necessary to develop products and seek differentiated strategies for selling them, by considering the characteristics of each cluster, given the finding that the healthy premium aging-friendly HMR product range demanded by seniors has many subdivisions.
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중국 고령소비자의 HMR 제품의 구매행태 및 IPA 분석
이현숙,최희령,이나영,김현아,권필녀,박신정,홍완수 한국식생활문화학회 2020 韓國食生活文化學會誌 Vol.35 No.5
This study surveyed Chinese elderly consumers to determine their purchasing behavior, importance, and satisfaction withHMR products in China. Three hundred and seventy people were surveyed: 184 males and 186 females aged 55 to 70years. Two hundred and sixty-seven (72.25%) of the surveyed consumers had an average monthly income of 6,000 yuanor less, and 313 (84.9%) responded that they spend 3000 yuan or less on groceries per month. Three hundred and fortyeight(94.1%) showed a high interest in health management. Regarding the frequency of purchasing HMR products, mostresponded that they purchased HMR products more than once or twice a week, with a single purchase of 100 yuan or lessfor each purchase. The respondents preferred 2 or 3 serving packagings in a refrigerated form. For all forms of products,those made as in-house meals, outdoor meals, as a snack or night snack, for serving guests, for trips, camping, and on-thegoproducts, the participants mostly responded that they frequently purchased the product. When purchasing HMRproducts, the importance of hygiene, convenience in purchase accessibility, the freshness of ingredients, and an indicationof the nutritional content were considered as a high rank. After purchase, the satisfaction of SNS and mobile applicationadvertisements and promotions, amount per serving, take out convenience, and new menu were considered low-rank. TheIPA results showed that marking the origin of the ingredients and new menu are areas needing improvement. The studyresults may be used as base data for developing elderly friendly HMR products and establishing its marketing strategies.
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