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KMID : 1134820100390010146
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Journal of the Korean Society of Food Science and Nutrition
2010 Volume.39 No. 1 p.146 ~ p.153
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Food-Related Lifestyle Segments of Older Consumers in Seoul and Its Characteristics
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Jang Yoon-Jung
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Abstract
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The objectives of this study were to explore food-related lifestyle segments of the older consumers, to identify its socio-demographic characteristics, and to investigate the differences in variables regarding health beliefs. A survey was conducted of adults 55 years of age and older living in Seoul, South Korea from March 28 to April 10, 2007. Out of the 500 distributed questionnaires, 361 were retained for final analysis: a response rate of 72.2%. As a result of cluster analysis, five consumer segments were identified; health-managing group, dietunconcerned group, convenience-oriented group, taste-oriented group, unpracticed group. Significant differences were found among the five segments in terms of socio-demographic characteristics and variables regarding health beliefs (i.e., perceived self-efficacy, perceived barriers, perceived benefits). In the health-managing group and taste-oriented group, mean scores of perceived self-efficacy (p＜0.001) and perceived benefits (p＜0.001) were significantly higher than other groups. However, in the diet-unconcerned group and convenience- oriented group, the mean scores of perceived barriers (p＜0.01) were significantly high. This study shows that foodservice operators targeting the older consumers should consider characteristics of each segment to develop a customized program.
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KEYWORD
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older consumers, food-related lifestyle(FRL), health beliefs, cluster analysis, consumer segments
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