The marketing segmentation by Food-related Lifestyle (FRL) makes producers understand the consumption correctly, which is helpful for the producers to get marketing target and establish marketing strategies. The study collected 420 questionnaires from Korean and separated consumers into five FRL types by exploratory factor analysis, they were categorized as convenience-intention group, high-interest group, safety-seeking, health-seeking group, and passive group. Finally, chi-square test and cross-over analysis were applied to research the character features, consuming situation and behavior of consumers in Korea. Based on one month’s consumption, the health-seeking group occupied 32% of total investigators, 50% consumers drank more than 80 cup of green tea, 20% consumers bought more than 50g tea in this group. 77% of total questionnaires spent less than 15000 KRW per month for green tea. High-interest group had the highest potential for consuming green tea. To promote the tea consumption in Korea, the tea producers should pay more attention to the health-seeking group by propagating the effect of tea drinking on the health of human bodies, make more high-interest group consumers like tea, and develop new instant tea products for the convenience-seeking type consumers.
KIM Tae-youn
,
TU You-ying
. Study on the Consumption of Green Tea in Korea Based on Food-related Lifestyle Theory[J]. Journal of Tea Science, 2012
, 32(3)
: 247
-253
.
DOI: 10.13305/j.cnki.jts.2012.03.005
[1] Lee W G.Market Segmentation Strategy Based on Consumer Lifestyle in case of Medicinal Cuisine[D]. Andong: Andong National University, 2008: 1-86.
[2] Joseph T P.The concept and Application of Lifestyle Segmentation[J]. Journal of Marketing, 1974, 38: 33-37.
[3] Martine M, Mary M, Cathal C, et al. The influence of lifestyle characteristics and beliefs about convenience food on the demand for convenience foods in the Irish market[J]. Food Quality and Preference, 2004, 15(2): 155-165.
[4] Song K H, Lee S H, Kim B M.A Comparative Analysis of Consumption Behavior on Green tea Between Bosung and Hadong Areas[J]. Northeast Asia Tourism Research, 2011, 7(3): 75-86.
[5] Lee K C R. A Study on the Life Style of Green Tea Consumers[J]. Journal of Korean Tea Society, 2004, 10(1): 7-24.
[6] 杜国如. 我国体育消费市场细分的探讨[J]. 西安体育学报, 2004, 21(5): 10-12.
[7] 郭俊峰. 移动增值彩铃业务消费者使用行为实证研究[D]. 杭州: 浙江大学, 2007: 1-198.
[8] Karen B, Joachim S, Klaus G G.Testing relationships between values and food-related lifestyle: results from two European countries[J]. Appetite, 2004, 43: 195-205.
[9] Rensis Likert.A Technique for the Measurement of Attitudes[J]. Archives of Psychology, 1932, 22(140): 1-55.