동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제26권4호
  • /
  • Pages.285-296
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  • 2016
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
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녹차 선택 속성을 통한 미국 녹차소비자의 시장 세분화에 관한 연구

Segmentation of American Green Tea Customers based on Their Green Tea Choice Attributes

  • 조미희 (플로리다 주립대학교 호스피탈리티학과) ;
  • 이경희 (경희대학교 외식경영학과)
  • Cho, Meehee (Dedman School of Hospitality, Florida State University) ;
  • Lee, Kyung-Hee (Dept. of Food Service Management, Kyung Hee University)
  • 투고 : 2016.05.31
  • 심사 : 2016.08.01
  • 발행 : 2016.08.31
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초록

This study was conducted to obtain a better understanding of American green tea consumers for increasing Korean green tea sales in the US market. In doing so, this study investigated green tea choice attributes of US consumers and segmented them based upon their perceptions about important attributes of green tea. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five green tea choice motives: 'Sensory', 'Diet', 'Price', 'Health', and 'Brand'. Based upon these five choice attributes, cluster analyses classified all respondents into four homogeneous subgroups: 'Highly motivated', 'Taste/Price oriented', 'Health oriented', and 'Brand oriented'. Cross-tab tests proved that green tea consumption and purchasing patterns were significantly different among the four clusters. In particular, two cluster groups representing 'Highly motivated' and 'Health oriented' groups were found to offer the most utility for further American green tea market segmentation research. Findings show that American green tea consumers include a wide range of age groups and they usually buy green tea at grocery markets. Managerial implications for all cluster groups based upon their unique characteristics are provided. Korean green tea companies can apply these findings in order to develop more effective and efficient marketing strategies to attract American consumers to buy more Korean green tea.

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참고문헌

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피인용 문헌

  1. 감초추출물을 활용한 양갱의 관능적 품질특성 vol.24, pp.5, 2018, https://doi.org/10.20878/cshr.2018.24.5.001