As with rapid environmental change of society, it is quickly changing form existing inside meal to eating-out (外食) and HMR (中食) in our dietary life style, including complex, varied tendency of food consumption and development of food and distr... As with rapid environmental change of society, it is quickly changing form existing inside meal to eating-out (外食) and HMR (中食) in our dietary life style, including complex, varied tendency of food consumption and development of food and distribution industry. In the related industry, it is expanding the enlargement strategy of HMR(Home Meal Replacement) more actively, to break the deadlock of recent low growth. To do this, it has never been more intense for inter-enterprise competition to understand HMR market and consumers. This study is to subdivide the market via analysis of consumers in accordance with tendency of food consumption, and to provide the basic data to establish practical marketing strategy in HMR market, being recently diversified rapidly, by classifying HMRin terms of convenience, function, and comparing and apprehending the difference of consumption form depending on groups of each product type. It used the result of total 360 persons in Seoul, Gyeongin areas as analysis of data. It established the demographic characteristic of respondents and consumption form of HMR, and implemented the group analysis to bind the groups with reliability analysis for factors of food consumption tendency and similar tendency of food. Besides, it carried out the cross analysis, in order to examine the demographic characteristic by each group and product type and the difference of HMR consumption form. It was extracted total 6 factors in food consumption tendency, and determined as 4 groups such as 'cooking preference group', 'strict active consumption group', 'indifference of food consumption group', and 'adventure and convenience considering group', etc. via group analysis. It had a significant difference on pursuing factors by each group, so it had a discriminative characteristic in each group. Moreover, it is the profile by each group is as following, to synthesize and summarize the demographic characteristic and difference of consumption form by HMR product type. It is classified 83(23.1%) persons among total 360 respondents as 'cooking preference group', and this group prefers home meal, enjoying cooking in person, group of tastes. This group shows the lowest buying rate among all groups by type of all products such as RTE(Ready to eat), RTH(Ready toheat), and RTC(Ready to Cook), focused on full-time housewife more than 60s and the married. On the contrary, for this group, it requires the strategy to expand the purchasing frequency of HMR and range of purchase gradually, via the marketing to make experience RTP (Ready to Prepare, kept vegetable and fish, seasoning sauce) or RTC(Ready to Cook, half-cooked product) first, easy to cook, because it is high at interest for cooking. It is the group to consume actively, on the whole, being interested in food information, brand, health, and nutrition for 'strict active consumption group' in 113(31.4%), but it is the group of consumption, oriented safety, rather than something new. Also, it is the group of consumption, centered on 3~4 family members of relatively old ages, more than 50s, and this group shows the highest purchasing rate and purchasing number, for other type of products except for eating-immediately RTE. When delivering the active supply of product information and differentiating value via on-line, off-line, this group will be main target of marketing to react to marketing more effectively. It is ' indifference of food consumption group' of 81(22.5%), which has no special interest on food consumption, without no attention to food information, brand,health, and nutrition, and it is general indifference group, without curiosity for something new. Besides, this group can be called as subordinated target group, relatively in terms of marketing, being group centered on singles less than 40s, 30s-centered. It is much interested in something new, enjoys actively, considers convenience as important in 'adventure and convenience considering group' of 83(23.1%), but group of consumption, being indifferent to health, nutrient, and food information, relatively. Furthermore, it is the group to eat a meal simply, to avoid cooking directly, and single, 1~2 family members, centered on college students. For this group, it shows high purchasing rate in product type of easily-edible RTE, but convenience-oriented group to avoid purchasing inconvenient RTC product, required to cook directly. It will be effective for intensive marketing centered on RTE and simple microwave oven product, for this group, and it needs to review operating panel for product development and acceptance of opinion of consumers, targeting college students, main buyers of RTE. In this study, it subdivides the market via factors of food consumption tendency, which is being standard of effective subdividing of market recently, to apprehend the tendency of HMR consumption form, and can deduct the difference of consumption form among groups, by classifying, comparing, and analyzing HMR consumption form by detailed type of product. Due to this, it can apprehend the practical buyers by type of HMR product with individual characteristic, their shopping pattern, and needs of customers. This can be useful research material to be helpful to overall marketing of food industry and product development such as HMR manufacturing, distribution industry, etc. The limitation of this study is as following. There is a limitation in obtaining significant results by type of product owing to limitation of number of specimen, and it confirmed part of result of delusion and error of product by type of goods of respondents, in the progressing method of self-administered questionnaire. For more detailed study, it can be minimized such problem via method of face-to-face survey, and complement these limitations in the future. I hope to be progressed actively the various studies, such as research by product classification in accordance with brand, method of storage, and I anticipate this study to be helpful to following study.
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