KOREASCHOLAR

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.

Abstract
I. 서 론
II. 연구 내용 및 방법
    1. 연구대상자 및 연구기간
    2. 설문지 구성 및 자료분석
III. 결과 및 고찰
    1. 연구대상자 일반사항
    2. 가정간편식의 주요 용도
    3. 가정간편식 사용이유
    4. 가정간편식의 사용빈도
    5. 가정간편식 유형별 선호도
    6. 가정간편식 구매채널
    7. 가정간편식 정보채널
    8. 가정간편식 선택속성 중요도
    9. 가정간편식 제품개발요구도
IV. 요약 및 결론
References

• 최승균(상명대학교 식품영양학과) | Seung Gyun Choi (Department of Foodservice Management and Nutrition, Sangmyung University)
• 홍완수(상명대학교 식품영양학과) | Wan Soo Hong (Department of Foodservice Management and Nutrition, Sangmyung University) Corresponding author