Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Imported Food Consumption in Malaysia: A Lifestyle Segmentation Study

말레이시아 소비자의 식생활 라이프스타일에 따른 수입 식품 소비 연구

  • Jeong, Jinyi (Korea Food Research Institute, Food Export Support Center) ;
  • Oh, Seung-Yong (Korea Food Research Institute, Food Export Support Center)
  • 정진이 (한국식품연구원 식품수출지원센터) ;
  • 오승용 (한국식품연구원 식품수출지원센터)
  • Received : 2018.02.28
  • Accepted : 2018.03.27
  • Published : 2018.04.30
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Abstract

Malaysia is regarded as one of the leaders in the global halal marketplace, which has undergone huge growth in the past few years. The aims of this study were to identify imported food consumers in Malaysia based on Food Related Lifestyle (FRL) attributes and to investigate the demographic characteristics and purchasing behaviors of each segmented groups. Using an online survey, a total of 600 responses were collected in Malaysia. Excluding invalid responses, cluster analysis segmented imported food consumers into four FRL groups: impulsive, high interest, low interest, and traditional consumers. The results of this study were as follows. First, depending on lifestyle, the groups exhibited significant differences in demographic characteristics (age, race, religion, and education level). Second, differences in purchasing behaviors (purchasing frequency, place, and information sources of imported food products) were verified. Especially, purchasing frequency of imported food was higher in the high interest consumer group compared to the other groups. Based on these results, marketing implications of the study findings are discussed.

Keywords

References

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