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KMID : 1011620170330040452
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Korean Journal of Food and Cookey Science
2017 Volume.33 No. 4 p.452 ~ p.460
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Market Segmentation for Commercial Baby Food by Food-Related Lifestyle of Korean Housewives
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Bark Bang-Jin
Hong Wan-Soo
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Abstract
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Purpose: The purposes of this study were to identify segments of the commercial baby food market according to the food-related lifestyle of Korean housewives and to investigate demographic characteristics, commercial baby food purchase status and needs for package type commercial baby food development.
Methods: This study was conducted on Korean housewives with preschool children who had purchased commercial baby foods. From the surveys, we used 393 questionnaires for data analysis excluding unreliable data.
Results: As a result, three consumer segments were classified from the survey. First, we defined a “High interest in dietary life group” who had the most interested in their eating habits, followed by “Well-being seeking group”, and “Low interest in dietary life group” (p<0.001). A significant difference in demographic characteristics among the three segments was found with respect to monthly income (p<0.05). There were significant differences in the reason for purchasing commercial baby food by food-related lifestyle segments (p<0.05). In the case of package type for commercial baby food development, ‘Paper bag" had the highest demand scores in all three customer segments. Among this group, the high interest in dietary life group showed the highest interest in packaging development (p<0.01).
Conclusion: The key findings of this survey can be used for new baby food commercial product development. Consumer group segmentation should be assessed and revised regularly to reflect changes in the characteristics of each food-related lifestyle segment.
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KEYWORD
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commercial baby food, food-related lifestyle, market segmentation, Korean housewife
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