Consumer behaviors towards ready-to-eat foods based on food-related lifestyles in Korea
Nutrition Research and Practice
;
: 332-338, 2010.
Article
in English
| WPRIM
| ID: wpr-51280
ABSTRACT
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.
Full text:
Available
Index:
WPRIM (Western Pacific)
Main subject:
Ophthalmoplegia
/
Health Expenditures
/
Marital Status
/
Mitochondrial Diseases
/
Marketing
/
Republic of Korea
/
Meals
/
Hypogonadism
/
Korea
/
Life Style
Limits:
Humans
Country/Region as subject:
Asia
Language:
English
Journal:
Nutrition Research and Practice
Year:
2010
Type:
Article
Similar
MEDLINE
...
LILACS
LIS