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Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value
The home meal replacement (HMR) market in Vietnam is expected to grow due to economic growth and the associated reduction in household size resulting from this. This study sets the development direction of HMR products and establishes product marketing strategies in the Vietnamese market through market segmentation of single-member households. Our survey targeted single-member households with regular HMR experience. Food-consumption value is used to identify market segmentation and differences in purchase behavior, such as preferences for a specific HMR type, the importance and performance of HMR selection attributes, and the demand for product development. The single-member households in Vietnam are segmented by purchasing simplicity and convenience, considering multiple options, and purchasing family safety. The family-oriented culture of Vietnam influences the evaluation of family safety, while the situational value reflects climate features. Meanwhile, taste, expiration date, sanitation, and nutrients are found to be key attributes. This study targets the impact of these effects on single-member households, given that household size is rapidly decreasing in Vietnam and there is a lack of research on the Vietnamese HMR market. Additionally, it highlights the influence of Vietnam’s culture and climate characteristics by utilizing segmented markets, which can also be utilized to develop market-tailored HMR products and to derive appropriate marketing strategies.
Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value
The home meal replacement (HMR) market in Vietnam is expected to grow due to economic growth and the associated reduction in household size resulting from this. This study sets the development direction of HMR products and establishes product marketing strategies in the Vietnamese market through market segmentation of single-member households. Our survey targeted single-member households with regular HMR experience. Food-consumption value is used to identify market segmentation and differences in purchase behavior, such as preferences for a specific HMR type, the importance and performance of HMR selection attributes, and the demand for product development. The single-member households in Vietnam are segmented by purchasing simplicity and convenience, considering multiple options, and purchasing family safety. The family-oriented culture of Vietnam influences the evaluation of family safety, while the situational value reflects climate features. Meanwhile, taste, expiration date, sanitation, and nutrients are found to be key attributes. This study targets the impact of these effects on single-member households, given that household size is rapidly decreasing in Vietnam and there is a lack of research on the Vietnamese HMR market. Additionally, it highlights the influence of Vietnam’s culture and climate characteristics by utilizing segmented markets, which can also be utilized to develop market-tailored HMR products and to derive appropriate marketing strategies.
Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value
Seunggyun Choi (author) / Timothy J. Lee (author) / Wansoo Hong (author)
2022
Article (Journal)
Electronic Resource
Unknown
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