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KMID : 0665420080230030377
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Korean Journal of Food Culture
2008 Volume.23 No. 3 p.377 ~ p.387
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A Study on Eating-out Behavior by Cluster Analysis according to The Lifestyle of Female Consumers in Seoul
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Van Ju-Won
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Abstract
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The objective of this study was to use cluster analysis to determine differences in eating-out behavior among grouped clusters of female consumers after each cluster was divided based on lifestyle patterns. The data were collected by interview survey from a biased sample of 1,300 females, ranging from ages 20 to 59, and living in residential districts of Seoul. Reliability analysis, factor analysis, cluster analysis, cross-tabulation analysis, and analysis of variance (ANOVA) were applied to the data. Four lifestyle factors were extracted by lower-division and classified as follows: health condition, consuming, food, and housing lifestyles. Based on these four factors, the female consumers were grouped as three clusters: the consuming-individuality type, rational-pursuit type, and conservative-stability type. The eating-out behavior of each cluster was significantly different in terms of frequency of eating-out, eating-out expenditures, restaurant selection criteria, food preferences, and the purpose for eating-out. Since this study surveyed females from ages 20 to 59, age and demographics were the differential factors in determining the various lifestyle types. Thus, to target the consumers who form a target market, the food industry should consider market segmentation that combines demographic factors such as age, income, and marital status.
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KEYWORD
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Female Consumers, Lifestyle, Eating-out Behavior
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