Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Study of Singles' Food Consumption Behavior based on Food-related Lifestyle -On the Adults between 25 to 54 years old in the Seoul metropolitan area-

싱글족의 식생활 라이프스타일에 따른 식품구매행동 연구 - 서울 및 수도권지역 25세 이상 54세 이하 성인을 대상으로 -

  • Hong, Wan-Soo (Dept. of Foodservice management and Nutrition, Sangmyung University) ;
  • Choi, Seung-Gyun (Dept. of Foodservice management and Nutrition, Sangmyung University)
  • Received : 2011.05.30
  • Accepted : 2011.08.04
  • Published : 2011.10.31
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Abstract

The purpose of this study was to investigate the differences is food consumption behavior based on singles' food-related lifestyle. A survey was conducted with singles(age 25~54) in the Seoul metropolitan area. Out of 2,051 questionnaires distributed, 300 were analyzed(15.21% response rate). The data was analyzed using SPSS windows(ver. 17.0). Singles' food-related lifestyles were categorized into three groups. In addition, the respondents were divided into three groups by cluster analysis: convenience oriented group, wellbeing dining-out oriented group, and uninvolved group. The food consumption behavior of each group was significantly different in terms of considerations of food consumption, preference of food product types, and breakfast types. The convenience oriented group prefered to buy ready to cook food, ready to heat food and ready to eat food. Moreover, they often eat instant food. The wellbeing dining-out group is more interested in foods and their health than other groups. The uninvolved group was not concerned about food. This study suggests that the food industry the characteristics of singles' needs to be analyzed more systematically. By analyzing the characteristics of singles', the food industry can use the data to establish a marketing strategy for them.

Keywords

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