Abstract
This study examined the characteristics of single-person households and classified their types by applying the multi-variate techniques of factor and cluster analyses. Data for the study were obtained from the survey data by KREI 2016 with 588 cases. Using factor analysis to analyze the characteristics of single-person households, 16 basic variables were categorized into four common factors: ‘Consumer competency’, ‘Not to cook’, ‘Dietary change’, and ‘Food consumption’. From cluster analysis, single-person households were classified into five groups. Among the five groups, Group3 and Group4 are potentially huge consumers in the on-line food market. Both groups are young and intelligent and often use on-line food shopping, but Group3 prefers home-made food, whereas Group4 tended to eat out. Therefore, different marketing strategies for different groups were suggested. In addition, the logit model was estimated to determine which factor is the most influential in on-line food purchases.
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