Middle-aged Consumers Research Articles

Критерии потребительского выбора пищевой продукции в контексте анализа рисков для здоровья

Provision of food quality and safety is among national priorities. The strategy aimed at improving quality of food products in the Russian Federation for the period up to 2030 highlights a relevant issue as regards Russians consuming low-quality food products. The aim of this study is to identify criteria that determine consumer choice of food products and its influence on health risks. The empirical data used in the study are represented by the results of national social surveys (Russian Public Opinion Research Center, NAFI Research Center, Public Opinion Fund, 2020–2023) and materials obtained by focus interviews with Russian megacity residents (n = 26, spring 2024). Price is the top criterion that determines consumer choices in Russia. We identified three behavioral strategies based on subjective perception of food quality and price: 1) quality is priority regardless of a price (the strategy is typical for middle-aged consumers with higher incomes); 2) a balance between quality and price (including orientation at discounts and special promotion campaigns at points-of-sail); 3) refusal from subjectively more qualitative food products in favor of less qualitative but cheaper ones (the strategy is typical for consumers from senior age groups). Consumer orientation at product price leads to changes in diets in case population incomes are dropping or market prices are growing; in particular, it means a decline in fruit, meat and fish consumption. Significance a consumer places on food taste as a selection criterion results in choosing food products with low ‘objective’ consumer value but a higher ‘subjective’ one, for example, chips, sweetened carbonated beverages, and products with high saturated fat contents. Risky consumer choice is also determined by low interest in healthy diets and absence of any faith in possibility to get objective information. A conclusion is made that it is necessary to make food products, which are subjectively perceived by consumers as more qualitative, more affordable in money terms; to intensify educational activities and to create suitable conditions for making consumers refuse from buying products with low nutrition value.

Criteria that determine consumer choice of food products within health risk analysis

Provision of food quality and safety is among national priorities. The strategy aimed at improving quality of food products in the Russian Federation for the period up to 2030 highlights a relevant issue as regards Russians consuming low-quality food products. The aim of this study is to identify criteria that determine consumer choice of food products and its influence on health risks. The empirical data used in the study are represented by the results of national social surveys (Russian Public Opinion Research Center, NAFI Research Center, Public Opinion Fund, 2020–2023) and materials obtained by focus interviews with Russian megacity residents (n = 26, spring 2024). Price is the top criterion that determines consumer choices in Russia. We identified three behavioral strategies based on subjective perception of food quality and price: 1) quality is priority regardless of a price (the strategy is typical for middle-aged consumers with higher incomes); 2) a balance between quality and price (including orientation at discounts and special promotion campaigns at points-of-sail); 3) refusal from subjectively more qualitative food products in favor of less qualitative but cheaper ones (the strategy is typical for consumers from senior age groups). Consumer orientation at product price leads to changes in diets in case population incomes are dropping or market prices are growing; in particular, it means a decline in fruit, meat and fish consumption. Significance a consumer places on food taste as a selection criterion results in choosing food products with low ‘objective’ consumer value but a higher ‘subjective’ one, for example, chips, sweetened carbonated beverages, and products with high saturated fat contents. Risky consumer choice is also determined by low interest in healthy diets and absence of any faith in possibility to get objective information. A conclusion is made that it is necessary to make food products, which are subjectively perceived by consumers as more qualitative, more affordable in money terms; to intensify educational activities and to create suitable conditions for making consumers refuse from buying products with low nutrition value.

Factors affecting the decision to use electronic payments of the middle-aged customer group in Vietnam

With the aim to develop e-commerce and achieve the government's goal of cashless transactions in Vietnam, the adaptation of online payments by people is compulsory. However, it is reported that a large proportion of middle-aged consumers in both urban and rural areas are unfamiliar and not ready to access online payment forms. The study utilises qualitative and quantitative analysis methods to test the research hypotheses. By surveying 295 middle-aged consumers working in various businesses, political and social organizations, and government agencies, the research has revealed that there are 3 groups of factors affecting the decision to use online payment of middle-aged consumers, including consumer trust, subjective norms, and perceived behavioural control - in which the trust of middle-aged consumers is also influenced by the perceived usefulness of online payments. Last but not least, the paper has proposed a number of issues to help businesses and payment service providers develop specific solutions to promote consumer behaviour and online payment of this large group of potential customers.

A Comparative Study Of Young- Aged Adults And Middle-Aged Adults Consumers Usage Of Digital Marketing Platforms In The Selection Of Food And Beverage Outlets

Background: The promotion of brands via the internet and other digital communication channels is known as digital marketing, sometimes known as online marketing. Digital marketing is quite important for the restaurant industry as well. Objective: The current study focuses on several online channels, like as websites, social media, email marketing, telephone marketing, etc., and how young- aged adults and middle-aged adults consumers, use these platforms to choose F&B establishments in Lucknow City. Methodology: Central tendency technique was implemented to achieve the objectives where weighted mean score was calculated for all the parameters and based on the weighted mean score, ranking of various parameters has been given. Results:The findings of the first objective revealed that most influential digital marketing strategy which influence young adults consumers selection of F&B outlet are marketing through food delivery portals like Swiggy, Zomato etc.(Rank 1 with Weighted Mean Score of 4.13) followed by paid social media marketing (marketing on YouTube) (Rank 2 with Weighted Mean Score of 4.12) and marketing through social media platforms like Facebook, Twitter and Instagram (Rank 3 with Weighted Mean Score of 4.06). The findings of the second objective revealed that most influential digital marketing strategy which influence middle-aged adults consumers selection of F&B outlet are marketing through websites (Rank 1 with Weighted Mean Score of 4.17) followed by online reviews about the outlets (Rank 2 with Weighted Mean Score of 4.13) and marketing through social media platforms like Facebook, Twitter and Instagram (Rank 3 with Weighted Mean Score of 4.05). Conclusion: Swiggy, Zomato etc. followed by paid social media marketing (marketing on YouTube) and marketing through social media platforms like Facebook, Twitter and Instagramwere preferred by young aged andwebsite and online review for middle aged consumers.

Understanding the real-time interaction between middle-aged consumers and online experts based on the COM-B model

This paper presents a study of middle-aged online consumers’ specific shopping behaviour on live streaming platforms and analyses the distinct marketing strategy provided by online experts. Influenced by unique social and cultural backgrounds, middle-aged online consumers lack related shopping experience and keep counterfeiting concerns to live streaming shopping, making them prefer to interact with online experts before making final decisions. Based on the COM-B Behaviour Changing theory and the Emotional attachment theory, the research model has been established in this study, and it divides influencing factors into the Emotion unit, Opportunity unit and Capability unit. To test the relationships between influencing factors and middle-aged online consumers’ interactive motivation, the partial least-squares path modelling and variance-based structural equation modelling (PLS-SEM) have been applied on the SmartPLS. By analysing 450 samples, the study shows that the counterfeiting concern and ease of use factors positively impact online consumers’ motivation to interact with online experts, and self-efficacy plays a negative role.

More mindfulness, less conspicuous consumption? Evidence from middle-aged Chinese consumers

Mindfulness has attracted more and more attention from researchers in many disciplines, including consumer behavior. This study adopted the mindfulness reperceiving model to examine the effect of mindfulness on conspicuous consumption and the mechanism of this effect. Data from middle-aged consumers were collected through a two-wave questionnaire survey with a 3-month interval in China (n = 433). Results of regression-based analyses revealed that mindfulness was negatively associated with conspicuous consumption through lower materialism and lower status anxiety, and the mediating effect of status anxiety was stronger for married men than married women. The current study is a novel attempt to demonstrate the possible relations among mindfulness, materialism, status anxiety, and conspicuous consumption. These findings provide a new perspective for understanding why people who are mindful engage in less conspicuous consumption, and they have heuristic value for future research.

The Psychological Determinants toward The Value of Healthy Food among Type 2 Diabetes Mellitus Consumers

Adults and middle-aged food consumers are the most at risk of type 2 diabetes, and these consumers are varied across demographics. While few and fragmented studies are associated with psychological determinants and healthy food value through food choices. Few consumer roles are involved in research for business success. The psychological determinants toward the value of healthy food for type 2 diabetes consumers used consumer behavior and psychological theories of consumer choices. An associative method with purposive sampling was conducted from 165 adults and middle-aged consumers with type 2 diabetes using Structural Equation Modeling/SEM. The finding showed that the belief, attitude, and mood affected the value of healthy food through food choice, but not psychological distress. The attitude had the greatest effect on food choice and toward the value of healthy food, and the causal of the highest result effect of life experiences. The belief was directly affected food choice and value, and the causal for the highest effect of self-consciousness and health maintenance. The mood negatively affected both food choice and value of healthy food mood and the causal for the smallest effect of health maintenance. The food choice affected the values of healthy food. Life experience was the most direct and indirect effect of food choice and self-consciousness was the most direct effect of the value of healthy food. Some highlights of this study were (i)market segmentation and segmentation variable; (ii)social marketing; (iii)mass media campaign by considering attitude, belief, and mood; and (iv)human capital management strategy with targeted audiences.

Does Generational Gap Exist in Online Shopping Attitudes? Comparing Young, Middle-Aged, and Elder Chinese Consumers from Media System Dependency Perspective

Does Generational Gap Exist in Online Shopping Attitudes? Comparing Young, Middle-Aged, and Elder Chinese Consumers from Media System Dependency Perspective

Exploring the Influence Mechanism of Attractiveness on Wuhan’s Urban Commercial Centers by Modifying the Classic Retail Model

The attractiveness of commercial centers is one of the core issues in urban and rural planning research. To deepen the theoretical understanding of attractiveness and optimize modeling, we empirically analyzed the factors and mechanisms influencing the attractiveness of Wuhan’s commercial centers by improving the classic retail model and testing the age differentiation of mechanisms. The results indicate the following: (1) there is an obvious attractiveness gap in the commercial centers examined, and six have not met their planning expectations; (2) intensive and abundant shopping services, domestic services, sports and leisure services, and medical care services all promote attractiveness, but their impact on customers of different ages varies greatly. For young consumers, shopping services have the greatest effect on attractiveness, whereas for middle-aged and elderly consumers, sports and leisure services have the greatest effect; (3) the accumulation of length of development increases the likelihood of young people’s patronage, but the effect is weak; (4) traffic resistance shows a stable inhibitory effect, and middle-aged and elderly people are more sensitive to travel time than youth; (5) improving the retail model is effective, and the model is more powerful in explaining young consumers. This research also puts forward policy recommendations for the commercial centers’ industry configuration, new and old combinations, and traffic accessibility, and then proposes planning countermeasures for Wuhan’s city- and-county-level commercial center layout, local commercial land morphology organization, and the construction optimization of commercial centers that have not met expectations.

Dysphagia-Related Health Information Improved Consumer Acceptability of Thickened Beverages

Most people tend to think that healthy foods do not taste good. This view could have a negative impact on the taste of the food that people eat for health. However, if health-related information is provided to avoid negative aspects, acceptability may improve. Thus, this study investigated changes in consumers’ sensory perception of thickened beverages before and after the provision of dysphagia-related health information. Sixty young (19–39 years old) and middle-aged (40–64 years old) consumers participated in two experiment sessions conducted one week apart. The first session proceeded without any information and the second provided information about dysphagia and the need for dietary modification before evaluation. Three beverages (orange juice, red bean water, and sports drink) were used in nectar-like (51–350 cP) and honey-like (351–1750 cP) forms; original beverage samples (0%) were used as the control. Consumers were asked about acceptability, liking the flavor, intensity, and general health interest (GHI). An analysis of variance was performed to show the change in flavor rating and acceptability between the two sessions. Although there were age-related differences in response to the samples, thickened beverages were rated as more acceptable, in terms of their characteristics (swallowing, viscosity, and mouthfeel) after the information was provided. There were no significant differences for the 0% samples. The mean GHI values were 3.97 ± 0.85 and 4.81 ± 0.68 for the young and middle-aged groups, respectively. High and low GHI groups were analyzed. The high GHI group showed significant differences in acceptability in the informed evaluation, whereas the low GHI group was not influenced by the information.

Analysis on Differences in Intention of Using Fast Food Restaurant Kiosk continuously according to the Type of Customer Segmentation based on Technology Readiness Index: Focused on the Middle-aged Consumers

본 연구의 목적은 기술준비도를 기반으로 한 고객 세분화 유형과 연령에 따라 패스트푸드 레스토랑 키오스크의 지속적 이용의도에 차이를 분석하는 것이다. 이러한 목적을 달성하고자 서울에 위치한 6곳의 패스트푸드 레스토랑에서 키오스크를 이용하고 나오는 설문조사를 실시하였으며, 320명의 응답결과를 최종 실증분석을 위해 사용하였다. 분석결과를 요약하면 다음과 같다. 첫째, 50대 이상의 응답자의 경우 40대 보다 느린 수용자 군집에 포함된 비율이 더 높은 것으로 나타났다. 반대로 40대 응답자의 경우 50대 이상 응답자 보다 피해망상가 군집에 포함된 비율이 높게 나타났다. 둘째, 40대의 응답자의 긍정적 기술준비도가 높고 패스트푸드 전문점의 지속적 이용의도가 높은 것으로 나타났다. 셋째, 피해망상가 군집과 혁신가 군집은 느린 수용자 군집보다 지속적 이용의도가 높은 것으로 나타났다. 마지막으로 피해망상가 군집에 속한 소비자의 연령에 따른 지속적 이용의도의 평균 차이가 가장 큰 것으로 나타난 반면에 느린 수용자 군집에 속한 소비자의 연령에 따른 지속적 이용의도의 평균 차이는 상대적으로 작은 것으로 나타났다. 그러므로 레스토랑 관리자는 소비자의 기술준비도 기반 세분화 유형과 연령을 고려하여 키오스크를 개발, 운영하여야 할 것이다.

Comparative Study on Categories and Services of Fresh E-Commerce Platforms

Fresh e-commerce has attracted the attention of the capital market for its hundreds billion market scale, high repurchase rate, big market demand and large profits. More and more young and middle-aged people choose fresh e-commerce as the channel of fresh purchase to achieve faster speed, higher quality and more commodity categories. The price is no longer the only factor for consumers, especially for young and middle-aged consumers. This paper makes a comparative analysis of five fresh e-commerce platforms in terms of delivery time, third-party occupancy, and minimum consumption of “free distribution fee”, members, communities, payment preferences, and e-commerce platform interface. In this paper, one hundred consumers are selected to evaluate the scores in respective modules, and the operation models of fresh e-commerce platform with different characteristics are comprehensively displayed. The paper points out that providing more quality and differentiated services has become an important competitive key point in the market.

European Consumers' Perceptions and Attitudes towards Non-Thermally Processed Fruit and Vegetable Products.

In order to meet the demand for high-quality fruit and vegetable (F&V) products, a wide variety of novel non-thermal processing (NTP) technologies are under development. This study used a qualitative focus group approach to investigate consumers’ perception and attitudes towards non-thermally processed F&V products among young (18–30 years old) and middle-aged (45–60 y.o.) consumers across six European countries: Denmark, Germany, Italy, Serbia, Spain, and the Netherlands. Findings show that the expected benefits and social concerns are important factors which affect consumers’ attitudes toward non-thermally processed F&V. Extending shelf-life, being healthier and more nutritious, and better hygiene and safety were important benefits, whilst impacts on product quality, safety risks, higher price and environmental costs were the concerns most often mentioned by participants. However, due to a lack of knowledge and trustworthy information sources, consumers have difficulties in assessing relevant benefits and risks. Targeted communication that could explicitly and efficiently reveal benefits and risks is highly recommended to enhance consumer awareness and trust. This may especially be needed to reach middle-aged consumers who showed less confidence in NTP, compared to young consumers. Consumers from Spain, Denmark, and the Netherlands appeared more interested in consuming NTP F&V, compared to Italy, Serbia, and Germany. These findings are expected to provide recommendations to better communicate non-thermally processed F&V with consumers in the EU.

Is cultural taste in Finland acquired from mother, father or both

The main goal of this paper is to address the importance of parental cultural taste in explaining cultural participation among older adults in Finland. The study considers the intergenerational transfer hypothesis and asks: Do middle-aged or older consumers inherit cultural tastes from their parents? How stable are these intergenerational transfer effects? Which parental hobbies are the most influential? A constant elasticity of substitution (CES) utility function is used to describe the structure of consumer preferences. The linear demand system to be estimated uses the seemingly unrelated systems (SUR) method with two equations. If the intergenerational transfer hypothesis is valid, parental interest in movies, pop music, classical music and visual arts should have a positive impact on their children’s demand for movies, rock or jazz music, classical music and art gallery visits, respectively. The results indicate that the intergenerational transfer hypothesis is valid. Children do indeed inherit their cultural habits and taste from their parents. We seem to visit similar cultural events to those that our parents do or did. The youngest age cohort is by far the most influenced by parental interest in classical music. The visual arts and pop music interests of parents seem to be second and third most influential hobbies but only when the youngest age cohorts are considered. Parental pop music and sport hobbies are the most influential sources when the cultural and sports participation of the middle-aged are studied. A mother’s visual arts interests and father’s sports interests are most important determinants of the cultural and sports participation decisions of the oldest age cohort. In general age, gender and education are important determinants of cultural participation. The youngest, who have less family constraints, are more active than the middle-aged and those over 55 are more active participants – except for filmgoing or rock music. Theatre attendance, arts gallery visits and classical music concert visits increase after age 45. Attending musicals is not dependent on education while all other cultural events are elite in terms of education, except rock music concerts, which well-educated parents, attend less than the reference group, which is students. Women are more active in all cultural activities studied here. Most of the intergenerational transfer effects are not stable throughout the child’s age. Only a mother’s classical music or visual art habits seem to have a stable and positive effect on the classical music concert participation and on the art gallery visits of the child regardless of age. However, a father’s corresponding classical music or visual art habits have a positive effect on their children, when they are aged between 15 and 35, attending classical music concerts and going to art galleries. Keywords : Intergenerational transfer, Cultural participation, Finland, CES. DOI: 10.7176/JCSD/62-07 Publication date: November 30 th 2020

Uticaj putovanja potrošača i medijskih aktivnosti kompanija na ponašanje potrošača prema kupovini globalnih brendova

The main objective of this research is an analysis of the impact that consumer travel and the presence of global brands in the media have on the attitudes and intentions which consumers have regarding the purchase of these brands. In order to analyse previously mentioned relationships between the variables, an empirical study was conducted as well as statistical analysis of the obtained data. Testing of hypotheses and relationships between variables was performed using structural equation modelling (SEM). The research results indicate that consumer travel and media activities of global companies have a positive and statistically significant impact on attitudes which consumers have regarding the purchase of global brands, and that attitudes have a very strong and positive impact on consumers' intentions regarding future purchases of global brands. In addition, it has been found that female consumers, younger and middle-aged consumers, as well as consumers with higher levels of education are more prone to form intentions regarding the purchase of global brands. The study contributes to the existing scientific literature in the field of international marketing and brand management, since there are a certain number of papers in the field of global branding in the foreign scientific literature, while in the domestic scientific literature the mentioned area is relatively unexplored.

Assessing consumer attitudes and perceptions towards food authenticity

PurposeThe purpose of this paper is to identify and assess the factors that consumers evaluate significant in the assessment of food authenticity and guide them to make safe food choices.Design/methodology/approachIn this respect, a mixture model for consumer preferences, namely CUB, was employed due to the ability of discriminate features that are rated similarly allowing the detection of significant similarities and differences in consumers’ judgments. Moreover, introducing covariates in CUB models allow studying the influence that consumers’ socio-demographic characteristics have on the importance of the attributes used in the assessment of food authenticity.FindingsThe results demonstrate that organic certificate, traditional and homemade production practices, origin certificate as well as information about product’s origin country and raw materials production region are significant quality cues enable consumers to judge food authenticity. In addition, consumers further segmentation according to socio-demographic characteristics indicate that country of origin information are mainly used by middle-aged consumers, highly educated and paid, whereas production techniques and organic certification constitute the most effective indicators for judging food authenticity by older consumers.Originality/valueThe paper confirms that consumers can use extrinsic and intrinsic quality cues to judge food’s authenticity.

Impact of Persona Creation by Celebrity Endorsement on Buying Behavior of Educated Young & Middle Age Consumers towards Beauty Soaps in Karachi City

This research paper focused on the impact of persona creation by celebrity endorsement on consumer buying behavior and on their perceptions towards beauty soaps particularly in Karachi city. Pakistan is a country where people would love and proud to follow or copy or be look like their favorite celebrities. Unilever Pakistan has cashed or used this psyche of Pakistanis very beautifully for their beauty soap named LUX but on the other hand for its beauty soap, named Dove, it has taken commoners to promote that product. In this research it is founded that in Pakistan especially in Karachi city there are more users of LUX than Dove because the persona marketers of LUX has created in the market through celebrities in terms of fragrances which attract spouse and help users to be confident regarding freshness for whole day, this person a creation has created strong positive image of LUX in consumers of young age as well as middle age educated people. Results of this paper indicates that when companies choose celebrities based on factors such as, Credibility (physical attractiveness, trustworthiness, expertise), Emotional Involvement (passion, dedication), Meaning Transfer (effective communication, field of celebrity endorsed that best match with the product attributes) this would have a positive impact on consumers’ buying behavior and especially for beauty soap named LUX young ones as well as middle aged educated gentry both have same perception and likeness regarding usage due to the persona creation by celebrities. Recommendation for companies regarding selection of celebrities is that companies should do that after ensure that the celebrities’ image and overall personalities must match with the brand personality to create a desired persona and buying behavior of users for a brand.

Regular crabmeat consumers do not show increased urinary cadmium or beta-2-microglobulin levels compared to non-crabmeat consumers

Cadmium (Cd) is a toxic metal that can be relatively high in brown meat from crab and there is concern that it may accumulate in long-term crabmeat consumers posing a health risk. Sixteen healthy habitual crabmeat consumers and twenty five healthy non-crabmeat consumers were recruited through completion of a seafood frequency questionnaire. Whole blood and urine samples were analysed for Cd levels and urinary beta-2-microglobulin, an established marker of Cd-induced kidney toxicity, to determine levels in crabmeat consumers. Whole blood Cd levels were significantly elevated in the crabmeat-consuming group, whereas urinary levels of Cd and beta-2-microglobulin were not. Whole blood Cd levels can be both a short and long-term marker for Cd intake and levels might be expected to be elevated in the crabmeat consumers as crabmeat can contain Cd. However, crabmeat consumers did not show increases in a more established long-term marker of Cd (urinary Cd) and consistent with this, no change in a Cd-induced kidney toxicity marker. Consequently, in conclusion, compared to consumers who reported very little crabmeat consumption, healthy middle-aged consumers who regularly consume brown crabmeat products (an average of 447 g/week) for an average of 16 years showed no change in long-term Cd exposure or kidney toxicity.

Advantages and Obstacles of Electronic Commerce in Sports Footwear

The purpose of this article is to explore the perception of consumers regarding electronic commerce as a tool for sports footwear purchasing. Based on secondary sources, firstly, the authors define e-commerce and discuss its advantages and disadvantages. Then, the results of the empirical research are presented with the aim of (1) determining consumer perception of electronic commerce in the area of this specific product group, and (2) determining the difference between two generations of consumers. Two relevant age groups are compared: the younger population (18-39 years) and middle-aged consumers (40-59 years). The study was conducted on a sample of 202 respondents, of whom 110 are members of the young population and 92 are members of the middle age population. This research empirically confirmed that there are significant differences between generations when it comes to attitudes towards electronic commerce, thus this paper filling the existing gap in modern literature in retail and electronic commerce fields.

중장년 소비자들의 의복소비성향이 골프웨어 추구혜택과 구매선택기준에 미치는 영향

This study investigates the difference in golf wear benefits and selection criteria of middle-aged consumers, who are the main consumers of golf wear, according to clothes consumption traits. The data were collected from men and women aged 40 to 60 years who own golf wear by conducting a questionnaire survey, and the collected data were analyzed by SPSS 21.0. The results of this empirical study are summarized as follows: First, the factor analysis of clothes consumption traits in middle-aged consumers extracted four factors: conscious consumption, individual self-expression, rational quality pursuit, and practical economic pursuit. Second, a cluster analysis based on clothes consumption trait factors, categorized the respondents into a utility value-seeking group, social value-seeking group, and emotional value-seeking group. Third, it was found that golf wear benefits were extracted into three factors: conspicuous style pursuit, rational practicality pursuit, and functional activity pursuit. The utility value-seeking group pursued both rational practicality and functional activity, and the social value-seeking group pursued conspicuous style and also functional activity. Fourth, the emotional value-seeking group possessed more golf wear. Regarding purchase of golf wear, both the emotional value-seeking group and the social value-seeking group purchased golf wear more often than the utility value-seeking group. Fifth, expressive performance had a greater effect than instrumental performance on the decision to purchase golf wear. In the utility value-seeking group, the decision to purchase for instrumental performance among the intrinsic attributes was an important factor, but the social value-seeking group and the emotional value-seeking group regarded expressive performance among the intrinsic attributes as more important. Based on the results of this study, clothes consumption traits are proven to be effective based on market segmentation standards in the constantly evolving golf wear market.