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KMID : 1134820160450040602
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Journal of the Korean Society of Food Science and Nutrition
2016 Volume.45 No. 4 p.602 ~ p.612
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Opinion of Commercialization of Ready-to-Eat Korean Foods by Food-Related Lifestyle Segments in Koreans and Non-Koreans
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Yi Na-Young
Choi Bo-Ram
Chang Hye-Ja
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Abstract
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The purposes of this study were to explore food-related lifestyle segments for commercialization of ready-to-eat Korean foods, to identify their demographic characteristics, and to evaluate perceptions and preferences related to Korean foods. The subjects consisted of 266 Koreans and 212 non-Koreans in Seoul, Gyeonggi, and Daejeon, Korea including in Grapevine of the US. Koreans' scores for food-related lifestyle of taste seeking and convenience seeking were significantly higher than those of non-Koreans. Through cluster analysis, four segments for Koreans were identified: health-oriented group, diet-oriented group, rationality-oriented group, and price-sensitive group. The clusters for non-Koreans were classified into four segments: taste-oriented group, rationality-oriented group, diet-oriented group, and convenience-oriented group. Significant differences were detected among the four segments in terms of demographic characteristics. There were significant differences in perceptions and preferences related to Korean foods by food-related lifestyle segments of non-Koreans. Japchae, Bibimbap, and Naengmyeon were selected as the most likely to purchase ready-to-eat food items for Korean clusters, whereas Bulgoggi and Bibimbap were selected for non-Korean clusters. This study shows that food companies wanting to promote commercialization of Korean foods should consider characteristics of each segment of food-related lifestyle.
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KEYWORD
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Korean foods, cluster, food-related lifestyle, ready-to-eat foods, commercialization
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