This study examined the usage behavior and selection attributes in Home Meal Replacement (HMR) products and analyzed the effects of satisfaction and repurchase intention among the 50+ generation (those between 50 and 64 years of age). For data collection, an online survey was carried out on a nationwide basis. The results showed that the effect of the selection attributes on the satisfaction of HMR products were 16.0%, and the repurchase intention had an influence of 16.0%. Among the statistically significant independent variables, cost-effectiveness had the greatest influence on satisfaction and repurchase intention, followed by quality. Satisfaction had a 79.2% influence on the repurchase intention. The results suggest that cost-effectiveness and quality of HMR products affects satisfaction and repurchase intention, and consumers with high satisfaction tended to purchase continuously. When developing products and services targeting the 50+ generation, it can be important to understand their demands more cost-effectively and healthily.

Keywords: 50+ generation, HMR, selection attributes, satisfaction, repurchase intention