A Study on the Housewife Purchase Behavior on the Home Meal Replacement

• Main Authors: Wang-Chi Wu, 吳婉祺
• Other Authors: 蔣憲國
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/22120811354108944758

碩士 === 中興大學 === 生物產業推廣暨經營學系所 === 95 === This paper focuses on the home meal replacements (HMR) consumer and investigates three HMR categories: ready to eat meals, ready to heat meals, and ready to cook meals. A nationally representative (n=359) survey was undertaken in Taiwan amongst primary food purchasers in the households. Within each HMR category, consumers were segmented into frequency based on their level of purchase behavior. The frequency with the highest purchase level of HMR was compared with the frequency with the lowest purchase level on their food-related lifestyles about HMR. Analysis of data found that the importance of product information were found to be positively contributing to the reported purchase behavior of ready to eat meals. The demands of freshness were found to be negatively contributing to the reported purchase behavior of ready to eat meals. The health and quality dimensions were found to be negatively contributing to the reported purchase behavior of ready to heat meals and ready to cook meals. The whole family dimensions were found to be positively contributing to the reported purchase behavior of ready to heat meals and ready to cook meals. The price criteria were found to be positively contributing to the reported purchase behavior of ready to cook meals.