Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value

Seunggyun Choi, Timothy J. Lee and Wansoo Hong
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Seunggyun Choi: Department of Foodservice Management and Nutrition, Sangmyung University, Seoul 03016, Korea
Timothy J. Lee: Faculty of Hospitality and Tourism Management, Macau University of Science and Technology (MUST), Macau 999078, China
Wansoo Hong: Department of Foodservice Management and Nutrition, Sangmyung University, Seoul 03016, Korea

Sustainability, 2022, vol. 14, issue 2, 1-24

Abstract: 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.

Keywords: consumption behavior; food-consumption value; single-member households; Vietnam (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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