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KMID : 1134820170460121539
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Journal of the Korean Society of Food Science and Nutrition
2017 Volume.46 No. 12 p.1539 ~ p.1549
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Market Segmentation Analysis of Natural Carbonated Drinks according to Health Improving Lifestyle
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Choi Hee-Ryong
Hong Wan-Soo
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Abstract
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This research was performed to analyze the market for natural carbonated drinks with health improving lifestyle. A survey was conducted enrolling adults over the age of 20 years. Data analysis of 544 valid samples was performed using SPSS 18.0. Participants were segmented based on their degree of interest in a health improving lifestyle as follows: ‘high-interest’, ‘mid-interest’, and ‘low-interest’. In the ‘high-interest’ cluster, 30.4% were in their 50s, and 74.1% had a higher monthly income than ￦4,000,000. The ‘high-interest’ group showed statistically significant higher satisfaction and importance in all items except price appropriateness compared to other clusters. Safe ingredients, taste, price appropriateness, and expiration date indication showed high importance while low-sugar, thirst relief, natural flavor, and coloring showed high satisfaction by written order. The ‘high-interest’ cluster also showed statistically significant higher purchase intention for natural carbonated drinks than other clusters. In the ‘mid-interest’ cluster, 27.4% were in their 50s, and 26.9% were in their 20s. Moreover, 58.9% had a monthly income higher than ￦4,000,000. The ‘mid-interest’ cluster considered safe ingredients to be the most important. In the ‘low-interest’ cluster, 28.9% were in their 20s, and 32.0% were in their 30s. 51.6% of all ‘low-interest’ participants earned more than ￦4,000,000. This group considered price appropriateness to be the most important. The study results can be used as baseline data to establish market segmentation strategies for natural carbonated drinks according to health improving lifestyle.
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KEYWORD
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health improving lifestyle, natural carbonated drinks, the market segmentation strategy
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