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KMID : 0665420180330020149
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Korean Journal of Food Culture
2018 Volume.33 No. 2 p.149 ~ p.159
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Imported Food Consumption in Malaysia: A Lifestyle Segmentation Study
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Jeong Jin-Yi
Oh Seung-Yong
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Abstract
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Malaysia is regarded as one of the leaders in the global halal marketplace, which has undergone huge growth in the past few years. The aims of this study were to identify imported food consumers in Malaysia based on Food Related Lifestyle (FRL) attributes and to investigate the demographic characteristics and purchasing behaviors of each segmented groups. Using an online survey, a total of 600 responses were collected in Malaysia. Excluding invalid responses, cluster analysis segmented imported food consumers into four FRL groups: impulsive, high interest, low interest, and traditional consumers. The results of this study were as follows. First, depending on lifestyle, the groups exhibited significant differences in demographic characteristics (age, race, religion, and education level). Second, differences in purchasing behaviors (purchasing frequency, place, and information sources of imported food products) were verified. Especially, purchasing frequency of imported food was higher in the high interest consumer group compared to the other groups. Based on these results, marketing implications of the study findings are discussed.
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KEYWORD
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FRL (Food Related Lifestyle), Malaysia consumer, imported foods
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