Study on Japanese Consumers' Korean Food Consumption Behaviors and Market Segmentation Based on Food-related Lifestyle - Focusing on Inbound Japanese Tourists -

Abstract

This study attempted to identify differences in Korean food consumption behaviors between groups of Japanese consumers segmented in accordance to their food-related lifestyles. This study was performed to provide Korean food service companies basic information to implement strategy for the globalization of Korean food. As result of the empirical analysis, the food-related lifestyles of Japanese consumers were deduced to the following four factors: health and safetyoriented lifestyle, palate and safety-oriented lifestyle, efficiency-oriented lifestyle, and lifestyle. Further, as result of the cluster analysis, food-related lifestyles were classified into the following three groups: a group highly interested in food-related life, an economic efficiency-oriented group, and a simplicity-oriented Second, there were significant differences in demographic characteristics and the characteristics of Korean food consumption behaviors between the groups. Third, also in comparison of satisfaction with and loyalty to Korean restaurants with crucial attributes during the selection of Korean food, there were significant differences between the groups. Therefore, it is necessary to develop various Korean food products that will cater to Japanese consumers in accordance with each segmented group.