Nutrition Research and Practice

  • 제4권4호
  • /
  • Pages.332-338
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  • 2010
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  • 1976-1457(pISSN)
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  • 2005-6168(eISSN)
한국영양학회 (The Korean Nutrition Society)
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Consumer behaviors towards ready-to-eat foods based on food-related lifestyles in Korea

  • Bae, Hyun-Joo (Department of Food and Nutrition, Daegu University) ;
  • Chae, Mi-Jin (Department of Food and Nutrition, Daegu University) ;
  • Ryu, Ki-Sang (Lester E. Kabacoff School of Hotel, Restaurant and Tourism Administration, University of New Orleans)
  • 투고 : 2010.03.17
  • 심사 : 2010.04.14
  • 발행 : 2010.08.30
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초록

The purpose of this study was to examine consumers' behaviors toward ready-to-eat foods and to develop ready-to-eat food market segmentation in Korea. The food-related lifestyle and purchase behaviors of ready-to-eat foods were evaluated using 410 ready-to-eat food consumers in the Republic of Korea. Four factors were extracted by exploratory factor analysis (health-orientation, taste-orientation, convenience-orientation, and tradition-orientation) to explain the ready-to eat food consumers' food-related lifestyles. The results of cluster analysis indicated that "tradition seekers" and "convenience seekers" should be regarded as the target segments. Chi-square tests and t-tests of the subdivided groups showed there were significant differences across marital status, education level, family type, eating-out expenditure, place of purchase, and reason for purchase. In conclusion, the tradition seekers consumed more ready-to-eat foods from discount marts or specialty stores and ate them between meals more often than the convenience seekers. In contrast, the convenience seekers purchased more ready-to-eat foods at convenience stores and ate them as meals more often than the tradition seekers. These findings suggest that ready-to-eat food market segmentation based on food-related lifestyles can be applied to develop proper marketing strategies.

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