Objectives The purpose of this study was to examine the effects of the types of nutrition labeling on the processing fluency, health evaluation and purchase intentions of home meal replacements. Methods This online experimental study was conducted from December 29 to 31, 2019 and included 134 participants. The research design was 2 (Objective nutrition labeling: present vs. absent) X 2 (Evaluative nutrition labeling: present vs. absent) and each participant was randomly assigned to one of four groups. As stimuli, five types of ready-to-heat foods sold in the market were used. Results Processing fluency (4.91 points) and purchase intention (4.13 points) were significantly high when both evaluative nutrition labeling and objective nutrition labeling were presented, and healthfulness evaluation (4.47 points) was significantly high when only evaluative nutrition labeling was presented. All three variables were measured to be high when evaluative nutrition labeling was presented. The evaluative nutrition labeling that visually represented nutritional values was found to be more effective for processing fluency, healthfulness evaluation, and purchase intention than the objective nutrition labeling representing the nutritional value of the product in numbers and proportions. Conclusions These results show that it is necessary to develop various types of evaluative nutrition labeling to enable consumers to choose and purchase healthful home meal replacements. Also, consumer education and public campaigns are needed to encourage consumers to select healthier home-cooked meals using nutrition labeling.
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OBJECTIVES This research was conducted to identify the consumers' food choice factors that affect the consumers' replacement of soft drinks with carbonated water. METHODS The present study used secondary data from a consumer panel survey conducted by the Rural Development Administration of Korea, and the data included the panel members' purchase records based on their monthly spending receipts. The survey asked the participants about their food choice factors and their personal responsibility for their health. This survey included independent variables for the consumers' food purchase factors. As a dependent variable, two types of groups were defined. The replacement group included those people who increased their purchase of carbonated water and decreased their purchase of soft drinks. The non-replacement group included those people who did not change their purchase patterns or they increased their purchase of soft drinks and they decreased their purchase of carbonated water. Logistic regression analysis was conducted to determine the consumers' food choice factors that were associated with replacing soft drinks with carbonated water. RESULTS The replacement group was significantly associated with (1) a younger age (OR=0.953), (2) being a housewife (OR=2.03), (3) higher income (OR=1.001) and (4) less concern about price (OR=0.819) when purchasing food. This group also showed (5) higher enjoyment (OR=1.328) when choosing food and (6) they took greater responsibly for their personal health (OR=1.233). CONCLUSIONS This research is the first study to mainly focus on soft drinks and carbonated water. The result of this research showed that young, health-conscious consumers with a higher income and who are more interested in food have more possibilities to replace soft drinks with carbonated water. These research findings may be applied to consumers who have characteristics that are similar to the young health-conscious consumers and the results can help to suggest ways to reduce sugar intake and improve public health. However, this research has a limitation due to the application of secondary data. Therefore, a future study is needed to develop detailed survey questions about food choice factors and to extend these factors to all beverages, including soft drinks made with sugar substitutes, so as to reflect the growth of alternative industries that use artificial sweeteners or different types of sugar to make commercially available drinks.
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The purpose of this study was to examine the designs of the menu books as an important tool of marketing and then present its improvement strategies. For this, the investigator comparatively examined the current status of menu book designs of the restaurants in Incheon area with 295 managers and then analyzed menu book designs by its designers. Menu book designers were printing houses (42.0%), specialized business (31.9%) and managers/employees (26.1%). 51.5% of menu books were impossible to substitute partially. Even there were seasonal menus or event menus, 27.5% of them were impossible to replace menu books partially; therefore, it was impossible to take a prompt action for seasonal or event menus. The easiness of understanding the terminology in menu books was average 2.74 +/- 0.45(3-point scale). The harmony of menu book design with restaurants was average 2.46 +/- 0.51 (3-point scale). Comparing to the menu books designed in specialized business, the menu books designed in printing houses or by managers/employees were uniform in type sizes (p < 0.001), had no menu photos (p < 0.001) and explanations (p < 0.001), and did not classify menus by groups (p < 0.001) in general. In addition, profit-making menus were not properly emphasized (p < 0.001), thus making the design of menu books a little improper. Therefore, it is necessary to educate managers in the restaurants to understand the importance of menu books and thus improve it. In addition, by maintaining close communication with designers of menu books, managers in the restaurants must ensure for their menu books to be designed appropriately, thus making their menu books play the role of an important marketing tool.
The purposes of this study were to analyze the consumer inclination to convenience towards HMR in order to verify the structural correlation of the actual state of consumption, and to analyze consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase'. The subjects were adults in their twenties or older who had used HMRs and lived in Seoul and Gyeonggi Province in Korea. Random sampling of 550 subjects, who were distributed a questionnaire from March 12 to 30, 2005. A total of 451 questionnaires were returned (the return rates were 82%). The main results of this study were as follows : Regarding the types of HMR, 'Ready to eat' had higher preference (3.31), satisfaction (3.33) and 'intention to purchase it again' (3.38) than those of 'Ready to heat' and 'Ready to end-cook.' Consumer inclination to convenience towards HMR was analyzed in order to verify the structural correlation of the actual state of consumption, and consequently, the direct or indirect effects among 'frequency of using,' 'preference', 'satisfaction', and 'intention to repurchase' were analyzed. The gross effect of 'frequency of using' on 'intention to repurchase' was 0.435, the gross effect of preference on 'intention to purchase it again' was 0.659, and the gross effect of satisfaction on 'intention to purchase it again' was 0.772 for 'Ready to eat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.448, the gross effect of preference on 'intention to repurchase' was 0.556, and the gross effect of satisfaction on 'intention to repurchase' was 0.654 for 'Ready to heat.' The gross effect of 'frequency of using' on 'intention to repurchase' was 0.432, the gross effect of preference on 'intention to repurchase' was 0.494, and the gross effect of satisfaction on 'intention to repurchase' was 0.608 for 'Ready to end-cook.' To summerize the above results, there was a difference of the structural correlation among component concepts of the actual state of consuming according to the criteria of HMR. Thus, it implied that differentiated sales strategies were needed according to the criteria of HMR.