DOI QR코드

DOI QR Code

Sushi Consumption Behavior of Koreans according to Food-related Lifestyle Type among Consumers

외식 소비자의 식생활 라이프스타일에 따른 초밥 소비행동 분석

  • Lee, Kyung-Won (Department of Nutrition Sciences & Food Management, Ewha Womans University) ;
  • Chung, Hee-Chung (Department of Nutrition Sciences & Food Management, Ewha Womans University) ;
  • Cho, Mi-Sook (Department of Nutrition Sciences & Food Management, Ewha Womans University)
  • 이경원 (이화여자대학교 식품영양학과) ;
  • 정희정 (이화여자대학교 식품영양학과) ;
  • 조미숙 (이화여자대학교 식품영양학과)
  • Received : 2011.10.11
  • Accepted : 2011.11.11
  • Published : 2011.12.30

Abstract

The aim of this study was to classify Korean consumers based on their food-related lifestyle type, and to investigate the relationship between sushi consumption and food-related lifestyle type. Self-reported questionnaires were completed by 300 Korean adults. The SPSS 18.0 program was used to analyze the samples. Data was analyzed by frequency, descriptive factor, reliability, cluster analysis, ANOVA, and chi-square test. A factor analysis extracted four factors comprising foodrelated lifestyle, which we named Health-seeking (factor 1), Taste-seeking (factor 2), Convenience-seeking (factor 3), and Economy-seeking (factor 4). According to a cluster analysis based on those four factors, consumers were classified into three clusters. Cluster 1 was the Taste and Health-seeking cluster, Cluster 2 was the Convenience-seeking cluster, and Cluster 3 was the Passive Eating Habits cluster. The results also indicated that the selection attributes of each cluster were significantly different in terms of perception, the global state of sushi, sushi preference, frequency, companions, place of sushi consumption, and preference for different sushi sub-ingredients. Based on these results, consumer characteristics in the sushi market are discussed.

Keywords

References

  1. 田 統. 1966. すしの本. 柴田書店. p 124
  2. 石毛直道. 1985. 鹽辛.魚醬油.なれずし 論集 東アジアの食事文化. 平凡社. pp 235-237
  3. Choi JH. 2009. A study on the type of food-related lifestyle. Master degree thesis. Graduate School of Kyonggi University. pp 13-42
  4. De Boer M, McCarthy M, Cowan C. 2004. Does the reduced food-related lifestyle questionnaire correctly classify new consumers? Journal of Food Products Marketing, 10:1-4
  5. Fang CH, Lee HJ. 2009. Food-related lifestyle segments in Taiwan. Application of the food-related lifestyle instrument. American Journal of Applied Sciences, 6:2036-2042 https://doi.org/10.3844/ajassp.2009.2036.2042
  6. Grunert KG. 2006. Food quality: A means-end perspective. Food Quality and preference, 6(3):171-176
  7. Grunert KG, Perrea T, Zhou Y, Huang G, Sorensen BT, Krystallis A. 2011. Is food-related lifestyle (FRL) able to reveal food consumption patterns in non-Western cultural environments? Its adaptation and application in urban China. Appetite, 56:357-367 https://doi.org/10.1016/j.appet.2010.12.020
  8. Han IK, Ha AH. 2009. A study on weight control behavior by female consumers eating life style. Korean J. Food & Nutr, 22(2):177-184
  9. Han JS, Lee YJ, Choi SH, Choi SK, Kwon SY, Choi YH. 2008. A study on the dietary behavior and image and preference of Japanese foods of university students in Daegu and Kyungbuk area. J East Asian Soc Dietary Life, 17(3):322- 328
  10. Hoek CA, Luning AP, Stafleu A, De Graaf C. 2004. Food-related lifestyle and health attitudes of Dutch vegetarians, nonvegetarian consumers of meat substitutes, and meat consumers. Appetite, 42:265-272. https://doi.org/10.1016/j.appet.2003.12.003
  11. Jeon KC. 2002. A study on the tourist hotels setting goals and controlling on portion standardization on Japanese restaurant - Based on the five-star hotels in Seoul -. Graduate School of Kyonggi University. pp 7-65
  12. Jung HS. 2011. A study on the purchase behavior of HMR according to the dietary life-styles by female consumers. Master degree thesis. Graduate School of Chungang University. pp 3-12
  13. Kim BS. 2003. A study on the preference about Japanese food - Based on metropolitan area -. Master degree thesis. Graduate School of Kyunghee University. pp 5-36
  14. Kim JY, Park SS, Song HJ. 2005. Segmentation of the home meal replacement(HMR) market by lifestyle: the case of department store in Kang-nam. Journal of Foodservice Management, 8(2):137-154
  15. Kim MJ, Jung HS, Yoon HH. 2007. A study on the relationships between food-related lifestyle of undergraduates and the restaurant selection attribute. Korean J. Food Culture, 22(2):210-217
  16. Kim SY, Kim JY. 2002. A study on the patterns and preference of eating out of workers in JinJu. Korean J. Food Culture, 17(2):171-184
  17. Kim HC, Won YE, Lee JE. 2007. An analysis of coffee shop selection attributes by food lifestyle types among Korean office workers. Journal of the Tourism Research, 34(7): 187-205
  18. Ko JY, Jung MR. 2006. The selection attribute of the wine : Wine-related lifestyle approach. Journal of Foodservice Management, 9(1):51-67
  19. Lee HW. 2010. Consumers attitude toward rice processed foods based on food-related lifestyle. Master degree thesis. Graduate School of Yonsei University. pp 29-46
  20. Lim YM. 2006. A study on the food-related life style to wine selection attribution. Master degree thesis. Graduate School of Kyunghee University. pp 6-45
  21. Oh SK. 2007. A research on the actual state of use of sea food buffet restaurants. Master degree thesis. Graduate School of Sookmyung University. p 11
  22. Oh WK. 2008. A study on the HMR(Home Meal Replacement) marketing strategy of dietary life style through analysis. Master degree thesis. Graduate School of Kyonggi University. pp 15-53
  23. Park JY. 2011. A study on purchasing behavior of salad dressing purchases according to the food-related lifestyles of housewives. Master degree thesis. Graduate School of Kyunghee University. pp 15-28
  24. Reid M, Li E, Bruwer J, Grunert KG. 2001. Food-related lifestyles in a cross-cultural context: Comparing Australia with Singapore, Britain, France and Denmark. Journal of Food Products Marketing, 7(4):57-65 https://doi.org/10.1300/J038v07n04_05
  25. Scholderer J, Brunsø K, Bredahl L, Grunert KG. 2004. Crosscultural validity of the food-related lifestyles instrument (FRL) within Western Europe. Appetite, 42:197-211 https://doi.org/10.1016/j.appet.2003.11.005
  26. Yoon TH. 2005. A study of the motivation for eating out & selection attributes. Journal of Foodservice Management, 8(3):47-66
  27. Korea Restaurant Association. 2011. http://www.ekra.or.kr. Accessed 31/08/2011