Study on Market Segmentation of Health Premium Ageing-Friendly HMR Products Based on Senior Consumer’s Health Promotion Lifestyle
권필녀, Lee Geum-Ryong, 최희령, 홍완수,
소속 상세정보
권필녀 ( Kwon Phil-Yeo )
Sangmyung University Department of Foodservice Mangement and Nutrition
( Lee Geum-Ryong )
Sangmyung University Department of Family Welfare
최희령 ( Choi Hee-Ryong )
Sangmyung University Department of Foodservice Mangement and Nutrition
홍완수 ( Hong Wan-Soo )
Sangmyung University Department of Foodservice Mangement and Nutrition
Abstract
This study analyzed the market segmentation of senior consumers and the development demand for healthy premium aging-friendly home meal replacement (HMR) products, for senior consumers aged 55 years and older based on their health promotion lifestyle. Questionnaires were administered to 500 subjects, of which 64 insincere responses were removed and 436 responses were used for the final analysis. All the data from this study were analyzed using the SPSS statistics software (ver. 18.0). This study suggested the ‘appearance-oriented type’, ‘rational health maintenance type’, ‘active disease prevention type’, ‘healthy dietary lifestyle type’, ‘stress management type’, and ‘physically healthy type’ as health promotion lifestyle factors of senior consumers. Further, a cluster analysis was conducted, and the identified clusters were named active, passive, and smart senior. All clusters commonly showed the highest preference for ‘Korean foods’, ‘boiled dishes’, and ‘rice’. From these findings, it is thought that the aging-friendly HMR menu should be developed around Korean foods favored by seniors and that heated aging-friendly HMR products are required. Three clusters demanded commonly therapeutic HMR products and wanted hygiene, freshness etc when they will select it. So it may be necessary to develop products and seek differentiated strategies for selling them, by considering the characteristics of each group and the results of this study.
키워드
market segmentation; healthy premium aging-friendly HMR; senior consumer; health promotion lifestyle
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