• Journal of the Korea Academia-Industrial cooperation Society
• /
• v.20 no.6
• /
• pp.548-556
• /
• 2019

The purpose of this study is to analyze the impact of dietary lifestyles and demographic characteristics on the Brand image of restaurants with Nutritional labeling to provide basic marketing data for establishing differentiated Brand image strategies for restaurant businesses. To that end, the SPSS21.0 (ver.) program, frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple linear regression analysis were conducted to verify the hypothesis. As a result, the Brand image of restaurants with Nutritional labeling improved as the metropolitan area sought safety, non-capital area sought taste, males sought health, and females sought safety. In terms of age, it was analyzed that as more people in their 20s sought taste, those their 30s and 40s sought safety, and both married and unmarried people sought safety, the Brand image of restaurants with Nutritional labeling improved. In other words, it could be seen that people with Dietary lifestyles who pursued health and safety had positive images of restaurants with Nutritional labeling regardless of residential area, age, gender, marital status, or whether they had children.

• 한국생활과학회:학술대회논문집
• /
• 2010.05a
• /
• pp.168-169
• /
• 2010

• Culinary science and hospitality research
• /
• v.21 no.4
• /
• pp.271-283
• /
• 2015

The purpose of current study was to find differences of selected attributes and visitors of responses according to their lifestyle as perceived by Pocheon Yidong-BBQ-Galbi Festival participants. Survey method was employed and total 370 data was used for statistical analysis. The results of factor analysis showed that three factors were extracted from lifestyle(Activity, Example, Commonness), and four factors were found from festival selection attribute(Food, Service, Program, Cleanliness). In addition, three clusters(Outgoing personality, Gentle character, Normal character) were extracted from the result of cluster analysis. The result of chi-square shows that selection attributes are significantly different by clusters of festival. Therefore the festival host need to focus on various kinds of BBQ along with diverse foods and activities to make attractive cultual experience festival for visitors who visited with family. Additionally, all selection attributes except clearness have significantly influence on responsive relationship. Thus, the organizer should make an effort to provide high quality of various selection attributes. Current study will be contribute to develop various and fascinating local festival expecially related to food.

• Journal of the Korean Society of Costume
• /
• v.66 no.8
• /
• pp.33-45
• /
• 2016

This study classified respondents by degree of obesity using Body Mass Index(BMI) and investigated the differences in self-esteem, food lifestyle, social-cultural attitudes towards appearance, and diet-related attitude and behavior such as trial number of diet, exercise time and period, use of diet information, interest in weight control, diet motivation, and dietetic therapy. A survey was conducted with 258 adults between the ages of 20 and 29 who lived in Daegu and Uijeongbu from November $17^{th}$ to December $14^{th}$ 2014. Data collected from the respondents were analyzed using descriptive statistics, factor analyses, analyses of variance and chi-square tests. This study divided the respondents into three groups (the underweight, the normal weight, the overweight) according to Body Mass Index. The results showed that there were significant differences in food lifestyle (health-conscious, popularity-seeking, taste-seeking), social-cultural attitudes towards appearance, exercise time and period, use of diet information, interest in weight control, diet motivation, and dietetic therapy among groups classified by degree of obesity. However, there were no differences in self-esteem, convenience-seeking, and trial number of diet among them.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.45 no.9
• /
• pp.1375-1384
• /
• 2016

The purpose of this study was to examine the current state of consumption of medicinal food and the intent to participate in medicinal food education by food-related lifestyle. A total of 264 samples were conveniently selected from students enrolled in culinary education at the Seoul Institute of Technology and Education from September 5, 2014 to September 20, 2014. The results were as follows. Factor analysis showed five factors in food-related lifestyle named as adventure-seeking factor, taste-seeking factor, health-seeking factor, convenience-seeking factor, and safety seeking factor. There were three factors in awareness of medicinal food named as health characteristic, negative perception, and intent to purchase. The cluster analysis showed five dimensions for food-related lifestyle named as convenience-seeking group, safety-seeking group, health & safety-seeking group, health-seeking group, and taste-seeking group. Among the demographic characteristics, there was a significant difference in age, cooking career, and households by food-related lifestyle group. Among intent to participate in education regarding medicinal food, there was a significant difference in medicinal food educational institution preferences by food-related lifestyle group. Among medicinal food awareness, there was a significant difference in negative perception by food-related lifestyle group.

• Journal of Nutrition and Health
• /
• v.53 no.5
• /
• pp.547-561
• /
• 2020

Purpose: This study was conducted to segment the delivery food market and to develop customized products and services. Methods: This study analyzed 636 responses collected from customers who ordered delivery food. Statistical analyses were conducted using the SPSS program (ver. 25.0) for frequency analysis, χ²-test, one-way analysis of variance, factor analysis, and cluster analysis. Results: Four factors were extracted by exploratory factor analysis (safety-orientation, convenience-orientation, taste-orientation, and economy-orientation) to explain the consumers' food-related lifestyles. The results of cluster analysis indicated that the 'low-interest group', 'convenience and economy-oriented group', and 'gourmet and economy-oriented group' should be regarded as the target segments. Characteristic analysis of each cluster showed that lowinterest group had higher rates of married (67.1%) and living with family (85.4%) than other clusters. The convenience and the economy-oriented group had higher rates of living alone (28.9%) than others. The gourmet and the economy-oriented group had a higher percentage of unmarried (62.0%) than the others. In addition, the average age of convenience and economy-oriented group (32.3 years) and gourmet and economy-oriented group (32.5 years) were significantly lower than the safety seeker (40.0 years) (p < 0.001). Difference analysis of the consumption practice according to the cluster, revealed significant differences in the order frequency (p < 0.001), main day to order (p < 0.05), source of information about delivery food (p < 0.001), order method (p < 0.001), and co-consumer (p < 0.01). In addition, the convenience and the economy-oriented group had significantly higher overall satisfaction than the others (p < 0.001). Conclusion: These findings suggest that customer segmentation based on a food-related lifestyle can be used to build a successful marketing strategy. Therefore, restaurant managers and delivery platform operators should consider developing products and services according to the segmentation to maximize customer satisfaction.

• Journal of Korean Home Economics Education Association
• /
• v.35 no.1
• /
• pp.35-52
• /
• 2023

This study investigated the utilization and satisfaction of lunchboxes according to food-related lifestyle. A sample of 819 adults who regularly purchased lunchboxes were studied. This study can provide basic data for effective menu development. The participants of the study were classified into 4 groups: a 'taste-seeking group', an 'economy-seeking group', 'a convenience-seeking group', and a 'health-seeking group'. The purchase price of lunchboxes was in the range of 3,500 to 4,000 won. The 'health-seeking group' was shown to spend the highest amount on lunchboxes, over 5,100 won. Information about lunchboxes was obtained primarily through convenience stores followed by Internet SNS (p<0.05). Most participants considered nutritional value when purchasing a lunchbox (p<0.001), of which protein, caloric, and sodium content were perceived as important. Moreover, lunchboxes with clean and hygienic aesthetics were preferred amongst the 'health-seeking group' (p<0.01). The 'economy-seeking group' had a higher satisfaction linked with taste (3.66) and quantity (3.60, p<0.001). Furthermore, in terms of the satisfaction with a menu variety the 'health-seeking group' showed the highest satisfaction with a score of 3.76, while the 'convenience-seeking group' ranked the lowest satisfaction with a score of 3.46 (p<0.05). All groups were satisfied with the convenience for purchasing lunchbox (p<0.001). Additionally, most participants preferred white rice (p<0.001) and meat (p<0.01) with cooked by fried and grilled. Lastly, in the content of the lunchbox use in the future, most participants indicated the intent for continuous use (p<0.01) and recommendation to others with the reason for the low price (19.2%) in the 'economy-seeking group', fresh ingredients (16.2%) in the 'convenience-seeking group', and nutritive (17.3%) in the 'health-seeking group', as well as for the convenience of purchase in the overall groups. Taken together, 'taste' and 'convenience' were the most important factors for all groups, while 'nutrition of food' and 'addition of condiments' scored relatively low on the satisfaction in all groups. Therefore, we recommend for the growth of the convenience store lunchbox market, that it is necessary to improve the quality of the lunchbox by developing various menus based on lifestyle group and fortifying nutrition.

• Journal of the Korean Society of Food Science and Nutrition
• /
• v.46 no.7
• /
• pp.876-885
• /
• 2017

This study aimed to identify the characteristics of Home Meal Replacement (HMR) product purchases and the need for HMR product development for Hong Kong consumers in order to suggest market segmentation strategies according to consumers' dietary lifestyle. For this, an online survey was conducted on a panel of 521 Hong Kong consumers with HMR purchase experience registered at a specialized organization. Data analysis was performed using SPSS (ver. 23.0). HMR purchase characteristics of Hong Kong consumers according to dietary lifestyle showed significant differences in all items, including 'number of purchases', 'purchase location', 'cost of single purchase', and 'reason for purchase'. According to dietary lifestyle, participants were divided into three clusters: 'High interest', 'normal interest', and 'low interest'. In the case of 'high interest in dietary life group', 'low-sodium food' was the most common, followed by 'heating food', 'low sugar food', and 'low calorie food'. In the case of 'moderate interest in dietary life group', 'low-sodium food' was the most common, followed by 'low sugar food', 'low calorie food', and 'nutritious meal'. In the case of 'low interest in dietary life group', 'low sugar food' was the most common, followed by 'low-sodium food', 'various new menu', and 'easy-to-carry dehydrated food'. For the 'high interest' group, the highest proportion of consumers were male in between the ages of 20 to 29, married, and worked in an office job. The 'high interest' consumers also showed a tendency to pay '15,000 to 20,000 KRW' per single purchase. The 'normal interest' group consisted of an even proportion of male and female consumers, with the most common age range being from 30 to 39 years, and most were married. These consumers preferred to spend 'less than 10,000 KRW' or '10,000 KRW to 15,000 KRW' per single purchase, which is in the lower price range for HMR purchases. The 'low interest in dietary life group' had more females gender-wise, were unmarried, and worked in an office job, For a single purchase, the 'low interest' group chose to pay less than 10,000 KRW, which is relatively lower than the other two clusters. The results of this study can be used as baseline data for building marketing strategies for HMR product development. It can also provide basic data and directions for new HMR export products that reflect consumer needs in order to create a market segmentation strategy for industrial applications.

• Journal of the Korean Society of Food Culture
• /
• v.30 no.6
• /
• pp.804-812
• /
• 2015

A Study of Instant rice selected attributes of instant rice, the decrease in rice consumption is in fact been hailed as a stock and based on dietary lifestyle through prior research, attempting to validate whether the behavior between the related implications. The instant rice revitalization plan of conducting were developed further, consumers want instant rice and at the same time. Confirmed based on the selected attributes of instant rice according to consumer dietary lifestyle through this research to know could have instant rice selection attributes affect the degree of the action. Compare the differences of regional instant rice selected attributes gradually increasing area for future research, instant rice consumers surveyed Seoul, Gyeonggi-do area only residing in the limitations of this study, which, because you are studying in different regions.

• Journal of the Korean Society of Food Culture
• /
• v.25 no.4
• /
• pp.466-472
• /
• 2010

This study divided consumer food-related lifestyles into five types: health-oriented, convenience-oriented, safety-oriented, economics-oriented, and taste-oriented. According to this grouping, we separated the lifestyles into low-interest, safety and economics-oriented, taste-oriented, and high-interest. The results showed that the safety and economics-oriented group was the largest, whereas the taste-oriented group was the smallest. The results also showed that Korean food consumer behavior and satisfaction differed significantly among the groups, and that the high-interest food-related life group exhibited the highest satisfaction. This study is significant because it segmented the local Korean food market, applied food-related lifestyles, and examined submarket characteristics.