Korean J Community Nutr.  2020 Aug;25(4):267-279. 10.5720/kjcn.2020.25.4.267.

A study on the Utilization and Satisfaction of Commercially available Lunchbox by Dietary Lifestyle

• Kim H
• Huh IJ
• Lee SY

• KMID: 2506191
• DOI: http://doi.org/10.5720/kjcn.2020.25.4.267

Abstract

Objective
This study investigated the utilization and satisfaction of lunchbox by considering the dietary lifestyle of the consumer, in order to refine the purchasing behavior of adults with experience in using lunchboxes, and to provide basic data for efficient menu configuration and direction towards improvement.
Methods
A total of 600 adults in Seoul and Gyeonggi-do answered a self-administered questionnaire designed to investigate general characteristics, utilization, menu preference, satisfaction, prospection, and improvement of lunchbox, according to the dietary lifestyle.
Results
The study subjects were classified into 5 groups: ‘taste seeking group’, ‘safety seeking group’, ‘health seeking group’, ‘economic seeking group’ and ‘convenience seeking group. Considering purchase value of the lunchbox, the ‘taste seeking group’ had a high utilization rate (35.1%) for prices less than 4,000 won (p < 0.05). Lunchboxes were mainly purchased at the lunchbox store (43.3%) and convenience store (37.7%). The important factor that contributed to purchasing a lunchbox was taste (61.3%), which was highest in the ‘taste seeking group’ (p < 0.01). The ‘health seeking group’ showed the highest preference for the low-salt diet lunchbox menu (26.0%) (p < 0.05). The satisfaction of ‘health seeking groups’ was lowest when considering addition of condiments (2.34%), origin of ingredient (2.59%), and provided calorie (2.81%) (p < 0.05). The overall response indicated future use of the lunchbox (69.6%) (p < 0.01); 35.8% respondents recommended the purchase of lunchbox, where convenience of purchase was the highest factor contributing to recommendation (50.2%) (p < 0.05).
Conclusions
Taken together, our results indicate that taste was emphasized in every group purchasing the lunch box. Convenience of purchase was the highest factor contributing to satisfaction, which was relatively low when considering addition of condiments, nutrition and origin of ingredients. We propose that it is necessary to improve the development of various menus for increasing satisfaction by selecting the right ingredients contributing to good health of the consumer.

Keyword

dietary lifestyle; lunchbox utilization; factor analysis; cluster analysis