밀키트 소비자의 식생활 라이프스타일 유형별 구매행동과 선택속성

Abstract

The purpose of this study was to analyze consumers’ purchasing behavior and selection attributes for meal-kits according to food-related lifestyle clusters. A survey was conducted online among consumers in their 20s and older who had purchased meal-kits in the past 6 months. A total of 354 responses was used for the final analysis. As a result of the cluster analysis of food-related lifestyles, three clusters were identified: Cluster 1, named the ‘convenience seeking’ group, had a relatively high proportion of consumers in their 20s and 30s. Cluster 2, a group with a ‘high interest in food-related lifestyle’, mainly consisted of consumers over 40s and nuclear families. Consumers in this group tended to purchase meal-kits more often than the other groups. The importance of quality and health factors among the selection attributes was significantly higher in cluster 2 than in the other clusters. Also, cluster 2 perceived confidence factors as being more important than cluster 1. Cluster 3, named the ‘economy seeking’ group, had a lower expenditure per purchase than other groups. The findings of this study can provide useful information when developing meal-kit products and establishing marketing strategies according to food-related lifestyles types.