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http://dx.doi.org/10.7318/KJFC/2018.33.3.243

Effect of Experience-Value and Color Marketing of HMR Products on Consumers' Repurchase Intention  

Kim, Doogi (Foodservice Management, Woosong University)
Choi, Jinkyung (Foodservice Management, Woosong University)
Publication Information
Journal of the Korean Society of Food Culture / v.33, no.3, 2018 , pp. 243-249 More about this Journal
Abstract
The home meal replacement (HMR) food industry began in 1980, and it has grown rapidly as a major food business for both consumers and the food industry since the development of industrialization and societal changes. Many researchers investigated a variety of HMR food product characteristics. On the other hand, previous studies have focused only on topics in limited study areas. Therefore, this study examined the effect of color marketing and the value of experience on the consumer behaviors. This study used a survey to collect the respondents' opinions about HMR food products. The study results showed that the characteristics of color marketing and the experience value of the HMR products influenced the consumers' attitudes. Moreover, consumers' attitudes affected their repurchase behavior. The results suggest that marketers of HMR food products should use colors that show the characteristics of products to appeal to consumers. In addition, HMR products should be developed in line with what consumers value the most; for example, consumers value their previous experience with the products and the characteristics of the products.
Keywords
HMR; experience value; color marketing; repurchase intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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