Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Korean Food Market Segmentation Strategies and Applied Food-related Lifestyles

식생활라이프스타일을 적용한 한식 시장세분화전략

  • Received : 2010.03.23
  • Accepted : 2010.08.16
  • Published : 2010.08.30
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Abstract

This study divided consumer food-related lifestyles into five types: health-oriented, convenience-oriented, safety-oriented, economics-oriented, and taste-oriented. According to this grouping, we separated the lifestyles into low-interest, safety and economics-oriented, taste-oriented, and high-interest. The results showed that the safety and economics-oriented group was the largest, whereas the taste-oriented group was the smallest. The results also showed that Korean food consumer behavior and satisfaction differed significantly among the groups, and that the high-interest food-related life group exhibited the highest satisfaction. This study is significant because it segmented the local Korean food market, applied food-related lifestyles, and examined submarket characteristics.

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References

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