Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

Home Meal Replacement (HMR) Consumption Behavior of Thai Consumers by Household Size

태국 가구 규모에 따른 가정간편식 소비행동

  • Park, Ju Hyun (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Choi, Seung Gyun (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Hong, Wan Soo (Department of Foodservice Management and Nutrition, Sangmyung University)
  • Received : 2022.07.12
  • Accepted : 2022.08.17
  • Published : 2022.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study was conducted to provide basic data for product development and marketing strategies for the Thai home meal replacement (HMR) market, to reflect the changing trends in household sizes in Thailand. The results of analyzing the characteristics and differences of HMR consumption behavior between single-person households and multi-person households in Thailand were as follows: It was found that single-person households use HMR to save money and for the convenience in cooking and preparation. In the preference by HMR type, multi-person households showed a higher preference for all types of products than single-person households. Thai consumers, regardless of their household size, mainly use department stores and large shopping malls to purchase HMR, and they most prefer to get information through Internet advertisements. The shelf life, quality, taste, hygiene, and freshness of HMR were the main considerations for their selection. Based on the results of this study, the Thai market requires the development of HMR products that are reasonable in terms of cost and preparation time. In addition, it is necessary to develop products that can satisfy consumer needs, such as nutritional enhancement and therapeutic foods, products that are organic, eco-friendly, cater to various menus, and address the premium segment.

Keywords

References

  1. Aravinthan M, Rohini A, Angles S, Kavithashree G. 2019, Do consumers really look for convenience food especially semi-processed vegetables? Int. J. Farm. Sci., 9(3):93-95
  2. Baek CR, Jeon MS. 2020. Influence of selection attributes for HMR on 50+ generations' satisfaction and repurchase intention. J. Korean Soc. Food Sci. Nutr., 49(7):735-742 https://doi.org/10.3746/jkfn.2020.49.7.735
  3. Buckley M, Cowan C, McCarthy M. 2007. The convenience food market in Great Britain: Convenience food lifestyle (CFL) segments. Appetite, 49(3):600-617 https://doi.org/10.1016/j.appet.2007.03.226
  4. Cho MH, Mark A, Lic J. 2019. Differences in perceptions about food delivery apps between single-person ans multi-person households. Int. J. Hosp. Manag., 77:108-166 https://doi.org/10.1016/j.ijhm.2018.06.019
  5. Choi JH, Lee NY. 2019. IPA on the choice attribute of HMR (Home Meal Replacement) products - Focusing on the comparison among consumers aged between 20 and 40, or over 50-. Korean J. Food Nutr., 32(1):50-60 https://doi.org/10.9799/KSFAN.2019.32.1.050
  6. Choi MK, Park ES, Kim MH. 2019. Home Meal Replacement use and eating habits of adults in one-person households. Korean J. Community Nutr., 24(6):476-484 https://doi.org/10.5720/kjcn.2019.24.6.476
  7. Choi SG, Hong WS. 2021a. Home meal replacement (HMR) consumer attitude and perception of vietnamese based on food consumption value. Korean J. Food Cook. Sci., 37(6):516-528 https://doi.org/10.9724/kfcs.2021.37.6.516
  8. Choi SG, Hong WS. 2021b. Home Meal Replacement (HMR) Consumption behavior of Vietnamese consumers by household size. J. Korean Soc. Food Cult., 36(6):531-541
  9. Chung LN, Yang IS, Lee HY. 2007. Preference, satisfaction, and Repurchase intention of consumers for home meal replacements (HMR) by product categories. Korean J. Food Cook. Sci., 23(3):388-400
  10. Daniels S, Glorieux I. 2015. Convenience, food and family lives. A socio-typological study of household food expendituresin 21st-century belgium. Appetite, 94:54-61 https://doi.org/10.1016/j.appet.2015.04.074
  11. Dauphin A, Fortin B. 2001. A test of collective rationality for multi-person household. Econ. Lett, 71(2):211-216 https://doi.org/10.1016/S0165-1765(01)00373-1
  12. DePaulo BM, Morris WL. 2006. The unrecognized stereotyping and discrimination against singles. Curr. Dir. Psychol. Sci., 15(5):251-254 https://doi.org/10.1111/j.1467-8721.2006.00446.x
  13. Go MA, Choi YD. 2021. Effects of HMR selection attributes on consumer attitude and repurchase intention. J. Tour. Manag. Res., 25(1):441-461
  14. Greitemeyer T. 2009. Stereotypes of singles: Are singles what we think? European J. Soc. Psychol., 39(3):368-383 https://doi.org/10.1002/ejsp.542
  15. Ha JM. 2019. Effects of HMR selection attributes on purchase intention: Focused on mediating role of the brand trust. Culin. Sci. & Hos. Res., 25(10):200-208
  16. Hong SH, Kim JM, 2021. Relationship between eating behavior and healthy eating competency of single-person and multi-person households by age group. Korean J. Community Nutr., 26(5):337-349 https://doi.org/10.5720/kjcn.2021.26.5.337
  17. Hwang JS, Yoon YJ, Kim HJ. 2019. The effects of product reliability on brand image, repurchase intention, and word-of-mouth in the context of home meal replacement: The moderating role of the manufacturer type. Int. J. Tour. Hosp. Res., 33(1):217-226 https://doi.org/10.21298/ijthr.2019.1.33.1.217
  18. Hwang Y, Choe Y. 2016. The consumption pattern of convenience food: a comparison of different income levels in South Korea. Agricultural & Applied Economics, Seoul, Korea. pp 3-11
  19. IMF (International Monetary Fund). 2022. World Economic Outlook. IMF, USA, pp 1-9
  20. Jang JM, Choi HR, Hong WS. 2019. Study on purchasing characteristics and product development need of chinese convenient baby food consumers. J. Korean Soc. Food Sci. Nutr., 48(10):1153-1164 https://doi.org/10.3746/jkfn.2019.48.10.1153
  21. Jang WH, Kim IK, Cho KJ. 2013. Exploratory analysis on the relationship between 'cultural hallyu' and 'business hallyu': the case of Thailand. J. Econ. Geogr. Soc. Korea, 16(2):182-197 https://doi.org/10.23841/egsk.2013.16.2.182
  22. Kang HJ, Lee BH. 2020. Analy of determinants of delivery and take-out food consumption of single-person household. Korean J. Agric. Manag. Policy Res., 47(3):471-494 https://doi.org/10.30805/KJAMP.2020.47.3.471
  23. KIEP. 2019. world economy focus. 2(28):2635-5981
  24. Kim EJ, Lee EJ. 2018. A study on the factors of purchasing by lifestyle of university students: The convenience store HMR. Int. J. Tour. Hosp. Res., 32(12):53-66 https://doi.org/10.21298/ijthr.2018.12.32.12.53
  25. Kim SY, Kim TY, Lee KS, Jeon SG. 2017. Analysis of the factors influencing consumers' visit frequency and food expenditures across the retail food channels. Korean J. Food Mark. Econ., 34(4):1-29
  26. KOTRA. 2018. Strategies for entry into Thailand. Seoul (2017), 18-24
  27. Lee HJ, Lee MA. 2018. Recent trends in consumers' food purchasing behavior by changing grocery shopping environment. Food Ind. Nutr., 23(1):49-53
  28. Lee HS, Hong WS. 2019. An importance-satisfaction analysis of selection attributes of Home Meal Replacement for consumers in Taiwan. J. Korean Soc. Food Sci. Nutr., 48(1):120-131 https://doi.org/10.3746/jkfn.2019.48.1.120
  29. Li Y, Do BR, Chang SR, Choi JH. 2022. The targeting effects of food advertisements on the video platform: comparing PC ans mobile devices. J. Channel Retail, 27(1):59-79 https://doi.org/10.17657/jcr.2022.1.31.59
  30. Lovell RD. 2011. Product attributes and consumers' re-purchase decision on frozen ready to eat meals. Aust. J. Manag., 9(1):23-32 https://doi.org/10.1177/031289628400900102
  31. Mallinson LJ, Russell JM, Barker ME. 2016. Attitudes and behaviour towards convenience food and food waste in the united kingdom. Appetite, 103:17-18 https://doi.org/10.1016/j.appet.2016.03.017
  32. Mandelkar P. 2019. Intrinsic and extrinsic factors affecting consumer purchase intention for ready-to-eat food in Bangkok and its vicinity. Master's degree Thesis, Bangkok University, Thailand, pp 22-35
  33. Olsen SO, Tuu HH. 2017. Time perspectives and convenience food consumption among teenagers in Vietnam: the dual role of hedonic and healthy eating values. Food Res. Int., 99:98-105 https://doi.org/10.1016/j.foodres.2017.05.008
  34. Park SB, Lee HJ, Kim HY, Hwang HS, Park DS, Hong WS. 2016. A Study on domestic consumers' needs and importance-performance analysis of selective attributes for developing Home Meal Replacement(HMR) products. Korean J. Food Cook. Sci., 32(3):342-352 https://doi.org/10.9724/kfcs.2016.32.3.342
  35. Park SY, Kim SI. 2021. A study on meal kit user experience design. J. Digit. Converg ., 19(1):373-378 https://doi.org/10.14400/JDC.2021.19.1.373
  36. Paik EJ, Lee HJ. Hong WS. 2017. Home meal replacement consumption status and product development needs according to dietary lifestyle of hong kong consumers. J. Korean Soc. Food Sci. Nutr., 46(7):876-885 https://doi.org/10.3746/JKFN.2017.46.7.876
  37. Peltner J, Thiele S. 2018. Convenience-based food purchase patterns: identification and associations with dietary quality, sociodemographic factors and attitudes. Public Health Nutr., 21(3):558-570 https://doi.org/10.1017/S1368980017003378
  38. Pootrman A, Liefbroer A.C. 2010. Singles' relational attitudes in a time of individualization. Social Sci. Res., 39(6):938-949 https://doi.org/10.1016/j.ssresearch.2010.03.012
  39. Ritonga H. 1994. The impact of household characteristics on household consumption behavior: a demand system analysis on the consumption behavior of urban household in the province of central java, indonesia (doctoral dissertation). Iowa State University, USA, pp 5-7
  40. Sarah D, Ignace G. 2015. Convenience, food and family lives. A socio-typological study of household food expenditures in 21st-century Belgium. Appetite, 94:54-61 https://doi.org/10.1016/j.appet.2015.04.074
  41. Seto KC, Ramankutty N. 2016. Hidden linkages between urbanization and food Systems. Sci., 352(6288):943-945 https://doi.org/10.1126/science.aaf7439
  42. Thienhirun S, Chung S. 2017. Consumer attitudes and preferences toward cross-cultural ready-to-eat (RTE) food. J. Food Prod. Mark., 24(1):56-79 https://doi.org/10.1080/10454446.2016.1266544
  43. Yang JS, Hong WS. 2020. A study on the purchasing behavior and choice characteristics of the infant convenience food in thai cousomers. J. Korean Soc. Food Sci. Nutr., 49(2):196-205 https://doi.org/10.3746/jkfn.2020.49.2.196
  44. Yang YY, Kwon YS, Park YH, Yun Y. 2019. Importanceperformance analysis regarding selective attribution of meal-kit products. J. East Asian Soc. Diet. Life, 29(6):519-528 https://doi.org/10.17495/easdl.2019.12.29.6.519
  45. Yeung WJ, Cheung AK. 2015. Living alone: one-person households in Asia. Demogr. Res., 32:1099-1112 https://doi.org/10.4054/DemRes.2015.32.40
  46. Yoo DH, Lee JE. 2015. The effects of the social norms maketing on the consumers' purchase intention in the online shopping context. J. Channel Retail, 20(4):105-131 https://doi.org/10.17657/jcr.2015.10.31.5
  47. AT. 2020. Thailand Home Meal Market Analysis Report. Available from: https://www.kati.net/board/reportORpubilcationView.do?board_seq=91991&menu_dept2=49&menu_dept3=51&dateSearch=all&srchFr=&srchTo=&srchTp=2&srchWord. Accessed October 23, 2020
  48. Euromonitor. 2020. Half the World's New Single Person Households to Emerge in Asia Pacific. Available from: https://www.euromonitor.com/article/half-the-worlds-new-single-person-households-to-emerge-in-asia-pacific. Accessed August 26, 2020
  49. KOTRA. 2015a. Foreign market news (Thailand's Generation Y Consumer Propensity Blitz Anatomy). available from: https://dream.kotra.or.kr/kotranews/cms/news/actionKotraBoardDetail.do?SITE_NO=3&MENU_ID=410&CONTENTS_NO=1&bbsSn=242&pNttSn=139886. Accessed January 7, 2015
  50. KOTRA. 2015b. Foreign market news (Thailand's retail industry is starting to run again) available from: https://dream.kotra.or.kr/kotranews/cms/news/actionKotraBoardDetail.do?SITE_NO=3&MENU_ID=180&CONTENTS_NO=1&bbsSn=243&pNttSn=140068. Accessed January 9, 2015
  51. KOTRA. 2021. 2022 Entry strategy Thailand. available from: https://dream.kotra.or.kr/kotranews/cms/news/actionKotraBoardDetail.do?pageNo=1&pagePerCnt=10&SITE_NO=3&MENU_ID=250&CONTENTS_NO=1&bbsGbn=252&bbsSn=252&pNttSn=192946&pStartDt=&pEndDt=&sSearchVal=%ED%83%9C%EA%B5%AD&pRegnCd=&pNatCd=&pKbcCd=&sSearchVal=%ED%83%9C%EA%B5%AD. Accessed January 31, 2021
  52. UNFPA. 2017. Infographics summarizing the state of Thailand's population report 2015. available from: https://thailand.unfpa.org/en/publications/infographics-summarizing-state-thailand%E2%80%99s-population-report-2015. Accessed February 5, 2017
  53. Worldometers. The Thailand population 2021. available from: https://https://www.worldometers.info/world-population/thailand-population. Accessed March 10, 2021