편의점 가정간편식(HMR) 구매고객의 세분시장 특성분석 - 대학생의 식생활 라이프스타일을 중심으로 - (Market Segment Characteristics of Customers Purchasing Home Meal Replacements in Convenience Store - Focusing on Dietary Lifestyle of University Student -)

서지정보

· 발행기관 : 한국호텔리조트학회
· 수록지 정보 : 호텔리조트연구 / 16권 / 4호 / 331 ~ 348페이지
· 저자명 : 이정규

초록

The purpose of this study is 1) to identify the underlying sub-dimensions of dietary lifestyle of HMR customers focusing on university students, as implementing the factor analysis, and 2) to classify the HMR customer groups through cluster analysis based on derived dietary lifestyle factors. Further analysis was conducted to examine the differences among HMR customer groups comparing buying behavioral characteristics. To carry out these analyses, the data was collected with convenience sampling method targeting the university students. The results from this study are as follows: First, the results of the factor analysis showed four sub-dimensions from 18 items of dietary lifestyle. Second, the results of cluster analysis indicated that there are three distinctive groups which are solid state group (40.8%), polygonal values of multi-property group (32.5 %), and saving & convenient consumption group (26.7 %). Third, these three groups are significantly different by gender, buying cycle and other factors such as expiration date, price, nutritional representation, information sources about HMR. These findings are expected to provide basic data for related marketing strategies, HRM, and employee training and to enable marketing activities to be differentiated based on systematic selection of market segments and policy proposal to promote of food development.

영어초록

The purpose of this study is 1) to identify the underlying sub-dimensions of dietary lifestyle of HMR customers focusing on university students, as implementing the factor analysis, and 2) to classify the HMR customer groups through cluster analysis based on derived dietary lifestyle factors. Further analysis was conducted to examine the differences among HMR customer groups comparing buying behavioral characteristics. To carry out these analyses, the data was collected with convenience sampling method targeting the university students. The results from this study are as follows: First, the results of the factor analysis showed four sub-dimensions from 18 items of dietary lifestyle. Second, the results of cluster analysis indicated that there are three distinctive groups which are solid state group (40.8%), polygonal values of multi-property group (32.5 %), and saving & convenient consumption group (26.7 %). Third, these three groups are significantly different by gender, buying cycle and other factors such as expiration date, price, nutritional representation, information sources about HMR. These findings are expected to provide basic data for related marketing strategies, HRM, and employee training and to enable marketing activities to be differentiated based on systematic selection of market segments and policy proposal to promote of food development.

참고자료

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