HMR 이용고객의 구매특성 및 제품 선호도에 관한 연구: 백화점 입점 반찬전문점을 대상으로

남자숙 ( Ja Sook Nam ),김태희 ( Tae Hee Kim ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2015 호텔리조트연구 Vol.14 No.3

This study is an analyzed study of reality utilizing the complete enumeration looking at customer of store from April 1st to June 30th, 2015. after setting up the study problems there is difference of purchasing characteristics and product preference of HMR using customers. A purposes of this study is providing priceless material at marketing that HMR manufacturers reduce costs and maximize profit through carrying out the analyzed customers using side-dish specialty store among HMR manufacturers. Upon the study result the forties group of total customers occupied the largest portion. However, looking at the ratio part, the seventies and order porting are the highest on purchase frequency rate and purchase cost rate. In the derived result of study, product preference of vegetable shows the highest figure and the next is roasts in whole ages. An important value of this study is the study is the analyzed study of reality utilizing data registered store``s POS(point-of-sale) terminal, thus it would be another important case in HMR study of restaurant industry.

프랜차이즈 관계에서 통제가 갈등과 관계만족도 및 재계약 의도에 미치는 영향연구

남자숙(Nam, Ja-sook),박종혁(Park, Jong-hyuk),김태희(Kim, Tae-hee) 한국관광레저학회 2014 관광레저연구 Vol.26 No.7

가정간편식(HMR)의 긍정적 구전정보가 재구매 의도에 미치는 영향

남자숙(Nam, Ja-Sook),이인옥(Lee, In-Ok),김태희(Kim, Tae-Hee) 한국호텔외식관광경영학회 2017 호텔경영학연구 Vol.26 No.6

쿠폰 이용성향에 따른 외식업체 쿠폰유형이 쿠폰 매력도 및 쿠폰 상환의도에 미치는 영향에 관한 연구

김태희,남자숙,장여진 한국외식경영학회 2006 외식경영연구 Vol.9 No.1

The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types, and to investigate consumers’ coupon redemption rate and coupon attractiveness to coupon proneness. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types(free meal, discount rate, discount price) with totally 450 copies randomly distributed.As a result, redemption intention based on coupon use propensity was that, the higher coupon use propensity was, the higher coupon redemption intention, regardless of coupon types. Redemption intention by coupon types was the highest in free meal coupons, but customers who had strong propensity to coupon use and higher coupon attractiveness had higher coupon redemption intention, regardless of coupon types.These findings of the study suggested that, in order to maximize the effects by redemption rate and minimize burden of cost when promoting the coupons, it is important to make such a marketing strategy that targets the customers who have strong propensity to coupon use.

외식업체의 브랜드 친숙도와 쿠폰 이용 성향이 쿠폰 상환 및 재방문 의도에 미치는 영향에 관한 연구 - 대학생을 중심으로 -

이영남,남자숙,조성문,Lee Young-Nam,Nam Ja-Sook,Jo Sung-Moon 동아시아식생활학회 2006 동아시아식생활학회지 Vol.16 No.4

Coupons that restaurants are competitively issuing have considerable effects on company profits, depending on the performance of redemption rate. The purpose of the study is to identify the coupon type that consumers most prefer, among coupon types the most frequently issued restaurants, and to investigate consumers' coupon redemption rate and revisit intention based on brand familiarity. In this study, freshmen and sophomores in the 2-year colleges and the universities located in Seoul and Kyoungi province were sampled by convenience sampling, and surveyed about 3 coupon types (free meal coupon, discount rate coupon, discount price coupon) with 150 copies of questionnaire for each type, totally 450 copies randomly distributed. As a result, relationship between coupon redemption intention and revisit intention based on brand familiarity was that, the higher brand familiarity was, the higher coupon redemption intention and revisit intention were, regardless of coupon types. This study lies in that it approached to discount method, one of the coupon types, by further subdividing into discount rate and discount price, and that redemption intention and revisit intention were studied by taking account of coupon familiarity.

식품 소비성향에 따른 HMR(Home Meal Replacement) 소비행태 차이에 관한 연구

최은수(Choi, Eun-Soo),남자숙(Nam, Ja-Sook),김태희(Kim, Tae-Hee) 한국외식경영학회 2018 외식경영연구 Vol.21 No.1

본 연구는 편의성, 기능적 측면에 따라 HMR을 분류하고 각 제품 유형별로 소비 형태의 차이를 비교하여 이해함으로써 식품 소비 경향에 따라 소비자를 분석하여 시장을 세분화하고자 하였다. 집단1은 ‘조리 선호 그룹’으로 가정식을 선호하여 직접 요리를 즐겼다. 이 그룹은 RTE (바로 먹을 수 있는 음식), RTH (데워서 먹을 수 있는 음식) 및 RTC (요리를 할 수 있게 준비된 것)와 같은 모든 제품 유형에 대해 모든 그룹 중에서 가장 낮은 구매율을 나타내고 있다. 집단2는 ‘엄격한 활동 소비 그룹’으로 새로운 것보다는 안전한 소비를 지향하는 그룹이다. 이 그룹은 즉시 먹기 위한 RTE를 제외한 다른 유형의 제품에 대해 가장 높은 구매율과 구매수를 보였다. 집단3은 ‘음식 소비에 대해 무관심한 그룹’으로 식품 소비에 특별한 관심이 없다. 집단4는 ‘모험과 편의를 고려한 그룹’으로 직접 요리하는 것을 피하기 위해 간단히 식사를 하는 그룹이며 쉽게 먹을 수 있는 RTE의 제품 유형에서 높은 구매율을 보였다. 따라서 기업의 마케팅 방법에서는 ‘조리선호 집단’은 손질된 재료나 반 조리제품을 적극 홍보하고, 단계적으로 HMR의 편리함과 품질의 우수함에 대한 신뢰를 쌓아갈 필요가 있으며, ‘깐깐한 적극 소비 집단’은 HMR의 주 타깃 고객으로 Direct Mailing 및 쿠폰과 마일리지 제공, 적극적인 시식 및 체험 기회 제공시 높은 구매율을 기록할 수 있는 집단이라 할 것이다. ‘모험 및 편의 중시집단’은 RTE 제품 유형 군에 있어서는 가장 중요한 고객으로 그들을 제품개발 및 Viral 마케팅에 참여시키는 것도 효과적인 마케팅 방법이 될 수 있으리라 본다. 상대적으로 ‘식품소비 무관심 집단’은 마케팅 투자 효율 측면에서 순차적 접근이 필요한 후 순위 집단이라 볼 수 있겠다. This study is to subdivide the market via analysis of consumers in accordance with tendency of food consumption by classifying HMR in terms of convenience, function, and comparing and apprehending the difference of consumption form depending on groups of each product type. Cluster1: ‘cooking preference group’, this group prefers home meal, enjoying cooking in person. This group shows the lowest buying rate among all groups by type of all products such as RTE(Ready To Eat), RTH(Ready To Heat), and RTC(Ready To Cook), Cluster2; ‘strict active consumption group’, it is the group of consumption, oriented safety, rather than something new. This group shows the highest purchasing rate and purchasing number, for other type of products except for eating-immediately RTE. Cluster3; ‘indifference of food consumption group’, which has no special interest on food consumption. Cluster4; ‘adventure and convenience considering group’, it is the group to eat a meal simply, to avoid cooking directly, it shows high purchasing rate in product type of easily-edible RTE.

자아이미지 일치성과 기능적 일치성이 고객만족과 신뢰에 미치는 영향 -외식 사회적 기업 이용고객을 중심으로-

김태희 ( Tae Hee Kim ),조은영 ( Eun Young Jo ),임상현 ( Sang Hean Yim ),남자숙 ( Ja Sook Nam ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2015 호텔리조트연구 Vol.14 No.1

The purpose of this study is to identify how self-image and functional conformity reflecting characteristics of food service social enterprises influence on the satisfaction and reliability of customers and to provide implication in a perspective of marketing for a long-term and stable management of food service social enterprises. The summary of analysis results in this study is as follows. As a result, corresponding to the original postulation, two hypotheses named H1 and H2 in short in this study have been analyzed confirming that both an image of food service social enterprises and ``self-image conformity`` of customers significantly and positively influenced on the satisfaction and reliability of customers. In addition, concurring in the original position, another two hypotheses named H3 and H4 have been tested representing that ``functional conformity`` of expectation level of customers and functional outcomes from products and services of food service social enterprises significantly and positively influenced on the satisfaction and reliability of customers on social enterprises. The last hypothesis H5 formed on the relationship between satisfaction and reliability of customers by postulating that ``customer satisfaction positively influences on the reliability`` has been rejected. This is regarded to be contrary to what has been resulted from preceding researches.