Journal of the Korean Society of Food Science and Nutrition (한국식품영양과학회지)

The Korean Society of Food Science and Nutrition (한국식품영양과학회)
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Opinion of Commercialization of Ready-to-Eat Korean Foods by Food-Related Lifestyle Segments in Koreans and Non-Koreans

내국인 외국인의 식생활라이프스타일에 따른 세분시장별 한식 편의식품 상품화 의견

  • Yi, Na-Young (Department of Food and Nutrition, Daejeon University) ;
  • Choi, Bo-Ram (Major in Nutrition Education, Graduate School of Education, Dankook University) ;
  • Chang, Hye-Ja (Department of Food Science and Nutrition, Dankook University)
  • 이나영 (대전대학교 식품영양학과) ;
  • 최보람 (단국대학교 교육대학원 영양교육전공) ;
  • 장혜자 (단국대학교 식품영양학과)
  • Received : 2015.12.30
  • Accepted : 2016.02.01
  • Published : 2016.04.30
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Abstract

The purposes of this study were to explore food-related lifestyle segments for commercialization of ready-to-eat Korean foods, to identify their demographic characteristics, and to evaluate perceptions and preferences related to Korean foods. The subjects consisted of 266 Koreans and 212 non-Koreans in Seoul, Gyeonggi, and Daejeon, Korea including in Grapevine of the US. Koreans' scores for food-related lifestyle of taste seeking and convenience seeking were significantly higher than those of non-Koreans. Through cluster analysis, four segments for Koreans were identified: health-oriented group, diet-oriented group, rationality-oriented group, and price-sensitive group. The clusters for non-Koreans were classified into four segments: taste-oriented group, rationality-oriented group, diet-oriented group, and convenience-oriented group. Significant differences were detected among the four segments in terms of demographic characteristics. There were significant differences in perceptions and preferences related to Korean foods by food-related lifestyle segments of non-Koreans. Japchae, Bibimbap, and Naengmyeon were selected as the most likely to purchase ready-to-eat food items for Korean clusters, whereas Bulgoggi and Bibimbap were selected for non-Korean clusters. This study shows that food companies wanting to promote commercialization of Korean foods should consider characteristics of each segment of food-related lifestyle.

본 연구는 한식 상품화를 위한 내 외국인들의 식생활라이프스타일을 기초로 시장을 세분화하고, 세분시장의 특성과 한식 즉석편의식품 개발 대상을 규명하였다. 2009년 6월부터 9월에 걸쳐 국내외 거주 또는 방문 내국인과 외국인을 대상으로 편의표본추출 방식으로 설문지를 이용하여 자료를 수집하였고, 총 478명(한국인 266명, 외국인 212명) 자료를 분석하였다. 식생활라이프스타일 17개 항목은 요인분석에 의해 맛추구, 건강추구, 편의추구, 경제추구의 4요인으로 분류한 후 조사대상자의 유형을 군집 분석하였다. 내국인의 세분시장은 건강추구형, 무관심형, 합리추구형, 가격민감형으로 분류되었고, 외국인은 맛추구형, 합리추구형, 무관심형, 편의추구형으로 세분화되었다. 각 세분시장별로 인구통계학적 변수는 서로 차이가 있었고 한식 인지도와 기호도에 차이가 있었다. 내국인과 외국인의 식생활라이프스타일 세분시장별로 상품화 시 구매하고자 하는 제품을 평가한 결과 내국인 중 건강추구형, 가격민감형은 비빔밥을, 외국인 중 맛추구형은 불고기를, 합리추구형과 무관심형은 비빔밥을 상품화가 필요한 제품이라고 응답하였다. 상품화 시 구매하고 싶은 음식은 내국인 중 건강추구형은 잡채, 무관심형은 비빔밥을 꼽았고, 외국인 중 맛추구형은 불고기, 합리추구형과 편의추구형은 잡채, 무관심형은 비빔밥을 선정하였다. 이상과 같이 국내외 한국인과 외국인의 식생활라이프스타일에 따라 시장을 세분화하여 특정 세분시장별로 차별화된 마케팅 전략으로 상품 출시 및 홍보하는 전략이 필요하다. 본 연구의 결과는 한식 즉석편의식품 상품화 시 소비자의 식생활라이프스타일별 시장성이 예상되는 상품들의 전략개발에 활용될 수 있을 것이다.

Keywords

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