논문 상세보기
pp.426-439
This study surveyed Chinese elderly consumers to determine their purchasing behavior, importance, and satisfaction with HMR products in China. Three hundred and seventy people were surveyed: 184 males and 186 females aged 55 to 70 years. Two hundred and sixty-seven (72.25%) of the surveyed consumers had an average monthly income of 6,000 yuan or 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, most responded that they purchased HMR products more than once or twice a week, with a single purchase of 100 yuan or less for 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-thego products, the participants mostly responded that they frequently purchased the product. When purchasing HMR products, the importance of hygiene, convenience in purchase accessibility, the freshness of ingredients, and an indication of the nutritional content were considered as a high rank. After purchase, the satisfaction of SNS and mobile application advertisements and promotions, amount per serving, take out convenience, and new menu were considered low-rank. The IPA results showed that marking the origin of the ingredients and new menu are areas needing improvement. The study results may be used as base data for developing elderly friendly HMR products and establishing its marketing strategies.
I. 서 론
II. 연구 내용 및 방법
1. 조사 대상 및 기간
2. 연구 내용
3. 분석 방법
III. 결과 및 고찰
1. 성별에 따른 조사대상자의 일반사항
2. 중국 고령소비자의 HMR 제품 구매행태
3. 중국 고령소비자의 HMR 제품 용도별 구매정도
4. 중국 고령소비자가 HMR 제품을 구매하는 이유
5. 중국 고령소비자가 HMR 제품을 자주 구매하는 장소
6. 중국 고령소비자의 HMR 제품의 중요도-만족도
7. 중국 고령소비자의 HMR 제품에 대한 IPA 분석
IV. 요약 및 결론
References
