Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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The Benefit-Sought Segmentation of Local Food Consumers

로컬푸드 이용자의 추구편익에 따른 시장세분화

  • Received : 2016.02.15
  • Accepted : 2016.03.24
  • Published : 2016.03.30
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Abstract

Local food in rural area as a rural growth tool has to adapt to current market mechanisms by communication and promotion techniques. We need to know what and how local food consumers seek their benefits to market segmentations. The primary purpose of this study was to segment and profile the benefits of local food consumer so as to provide a better understanding of local food in Korea. A self-administered survey was obtained from 448 food consumer in the study area. Three distinct segments were identified based on the benefits; profit seeker (39.7%), passive consumers (19.0%), and value seeker (42.2%), and these were profiled with respect to socio-demographics and local food attitude-related features.

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References

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