Can It Affect the Importance of Consumer Properties of Food on Purchasing Intention and Satisfaction?: Focusing on Home Meal Replacement

This study tried to extract the factors associated with the perceived importance of HMR foods and to shed light on their effects on the HMR-related purchasing intention and satisfaction. The process of extracting the importance attributes of HMR foods, the effects of such attributes on purchasing intention and satisfaction, and the effects of shopping tendencies. It is worth predicting the efficient consumer behavior, helping HMR producers and retailers, and ultimately helping supply healthy foods and HMR products that meet the consumer needs. The present study extracted the factors relevant to the perceived importance of HMR foods in order to verify the effects of such factors on HMR-related purchasing intention and satisfaction. Based on the analyses, the importance attributes involved product information, product use information, product quality, product selection information and product safety, whilst the shopping tendencies were sub-divided into the hedonic tendency meaning one finds shopping interesting or pleasing and the rational tendency meaning one emphasizes finding or purchasing something or gaining relevant information through shopping. In conclusion, consumers may not purchase HMR foods although they feel the need to use the ready-to-eat quick and nutritious HMR products. That is, the perceived attributes of importance might differ from the attributes of selection.