닭고기 소비자의 구매형태별 요인분석과 시장세분화에 관한 연구* - 수도권 거주 주부를 대상으로 -

A Study on Segmentation and Factor Analysis of Purchasing Mechanisms used by broiler chicken’s Consumers

This study researched housewives who are responsible for their family’s daily meals and for developing their family member’s eating habits. It subdivided the subjects into market types according to Broiler chickenpurchasing and consumption lifestyles, and analyzed demographic characteristics, consumer behavior, and consumer needs. The study, which involved 500 housewives who live in capital area, divided the subjects into 4 groups according to 5 main lifestyle factors. The groups were LOHASism, Gourmandism, Conmmom-ism, and Unconcern-ism according to the individual main factor characteristics. LOHAS-ism (30.4%) is the largest group and attaches great importance to health and quality and appears higher information related to consumption intention, quality judgment standards, and needs to consumers. Gourmandism (23.8%) is the second largest group that shows characteristics of enjoying taste and trying new foods. Conmmom-ism (23.6%) enjoys delivery foods and eating-out, and considers quality. Unconcern-ism is the group that enjoys delivery foods based on convenience. Unconcern-ism shows significant differences from the other groups regarding consumer intention, consumer obstacle factors, and consumer needs (P<0.001). Considering the diverse characteristics of each groups, setting the study direction, marketing the business and brand, and product planning are needed.