장년층의 식생활 라이프스타일에 따른 시장세분별HMR 구입특성 및 제품개발 요구도 (HMR purchase characteristics and product development needs by market segmentation based on the food-related lifestyles of late middle-aged adults)

서지정보

· 발행기관 : 한국식품조리과학회
· 수록지 정보 : 한국식품조리과학회지 / 40권 / 4호 / 261 ~ 274페이지
· 저자명 : 최정화, 이나영

초록

Purpose: This study aimed to segment the home meal replacement (HMR) market among late middle-aged adults based on their food-related lifestyles and investigate the demographic characteristics cooking and food purchasing behaviors and HMR product purchasing patterns within these segments. Methods: An online survey was conducted among 395 individuals aged 50 to 64 years residing in Seoul. Factor analysis categorized their food-related lifestyles into health-seeking, novelty-seeking, economy-seeking, taste-seeking, and convenience-seeking. Cluster analysis identified three distinct segments: the dietary indifferent group, the dietary interested group, and the price-sensitive group. Results: Significant differences were found across these segments with respect to gender (p<0.001), monthly income (p<0.05), food preparation habits (p<0.001), food purchasing locations (p<0.01), and food purchasing costs (p<0.05). The three clusters also exhibited significant differences in HMR purchase frequency (p<0.001), reasons for HMR purchase (p<0.05), factors influencing HMR purchase decisions (p<0.001), HMR purchase locations (p<0.01), HMR expenditure (p<0.001), and factors contributing to HMR expenditure increases (p<0.001). Conclusion: Segmentaion strategies based on the food-related lifestyles of late middle-aged adults are crucial for successful marketing within the HMR market. Addressing these diverse needs through market segmentation research can lead to the development of better HMR products and services. Ultimately, this targeted approach will not only foster growth in the HMR market but also contribute to enhancing the quality of life for seniors in the future.

영어초록

Purpose: This study aimed to segment the home meal replacement (HMR) market among late middle-aged adults based on their food-related lifestyles and investigate the demographic characteristics cooking and food purchasing behaviors and HMR product purchasing patterns within these segments. Methods: An online survey was conducted among 395 individuals aged 50 to 64 years residing in Seoul. Factor analysis categorized their food-related lifestyles into health-seeking, novelty-seeking, economy-seeking, taste-seeking, and convenience-seeking. Cluster analysis identified three distinct segments: the dietary indifferent group, the dietary interested group, and the price-sensitive group. Results: Significant differences were found across these segments with respect to gender (p<0.001), monthly income (p<0.05), food preparation habits (p<0.001), food purchasing locations (p<0.01), and food purchasing costs (p<0.05). The three clusters also exhibited significant differences in HMR purchase frequency (p<0.001), reasons for HMR purchase (p<0.05), factors influencing HMR purchase decisions (p<0.001), HMR purchase locations (p<0.01), HMR expenditure (p<0.001), and factors contributing to HMR expenditure increases (p<0.001). Conclusion: Segmentaion strategies based on the food-related lifestyles of late middle-aged adults are crucial for successful marketing within the HMR market. Addressing these diverse needs through market segmentation research can lead to the development of better HMR products and services. Ultimately, this targeted approach will not only foster growth in the HMR market but also contribute to enhancing the quality of life for seniors in the future.

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