Consumer behaviors towards ready-to-eat foods based on food-related lifestyles in Korea

• DOI: 10.4162/nrp.2010.4.4.332
• Publication Date: 2010-09-04T02:47:58Z
• Authors: Hyun-Joo Bae; Mi-Jin Chae; Kisang Ryu
• Keywords: Seekers; Convenience food; Market Segmentation; Food Choice

The purpose of this study was to examine consumers' behaviors toward ready-to-eat foods and develop food market segmentation in Korea. food-related lifestyle purchase were evaluated using 410 consumers the Republic Four factors extracted by exploratory factor analysis (health-orientation, taste-orientation, convenience-orientation, tradition-orientation) explain ready-to eat lifestyles. results cluster indicated that "tradition seekers" "convenience should be regarded as target segments. Chi-square tests t-tests subdivided groups showed there significant differences across marital status, education level, family type, eating-out expenditure, place purchase, reason for purchase. In conclusion, tradition seekers consumed more from discount marts or specialty stores ate them between meals often than convenience seekers. contrast, purchased at These findings suggest based on lifestyles can applied proper marketing strategies.