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KMID : 0665420180330040394
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Korean Journal of Food Culture
2018 Volume.33 No. 4 p.394 ~ p.401
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Selection Attributes and Purchasing Perceptions and Attitudes of Protein Snacks According to Individual Health Lifestyle
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Hwang Ji-Eon
Oh Ji-Eun
Cho Mi-Sook
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Abstract
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This study was conducted to investigate the effects of health lifestyle on high protein snack selection attributes and purchase behaviors among individuals aged 20-30 with high protein snack intake. In addition, the relationship between perception, attitude, satisfaction and recommendation of high protein snacks was invested. Finally, this study aims to provide basic information for marketing high-protein snacks and customized high protein snacks. Analysis of the selection attributes most important for healthy lifestyle, revealed significant differences among all groups excluding the external seeking group (p<0.001). The free living group regarded trust as one of the most important attributes of high protein snack selection, and both the tempered control group and the low-interest group found sensation and price factor to be important. Therefore, when developing high-protein snacks, it is important to determine which attributes of the snack will be highlighted by segmenting the consumer into health lifestyles. Focusing on what ingredients are used to develop high-protein snacks and nutritional ingredients is also important when targeting a free lifestyle group as the main customer. In addition, developing snacks that do not offer depending on the protein content is important when targeting a temperate management group or a low-interest group.
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KEYWORD
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Protein snack , Health lifestyle , Selection attribute , Purchase behavior
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