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KMID : 0665420100250040466
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Korean Journal of Food Culture
2010 Volume.25 No. 4 p.466 ~ p.472
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Korean Food Market Segmentation Strategies and Applied Food-related Lifestyles
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Kim Kyung-Min
Kim Kyung-Hee
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Abstract
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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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KEYWORD
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food-related lifestyles, Korean food, satisfaction, segmentation
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