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The Benefit-Sought Segmentation of Local Food Consumers

Local food in rural area as a rural growth tool has to adapt to current market mechanisms by communication and promo-tion techniques. We need to know what and how local food consumers seek their benefits to market segmentations. Theprimary purpose of this study was to segment and profile the benefits of local food consumer so as to provide a betterunderstanding of local food in Korea. A self-administered survey was obtained from 448 food consumer in the studyarea. Three distinct segments were identified based on the benefits; profit seeker (39.7%), passive consumers (19.0%), and value seeker (42.2%), and these were profiled with respect to socio-demographics and local food attitude-related features.