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Customer Categorization of Eating-Out Frequency in Korea : From Heavy Users to Light Users

Han, Kyung-Soo 1,  Ji Eun Min 2

1경기대학교 관광문화대학 외식조리학과
2경기대학교 외식조리관리학과

Excellent Accredited

ABSTRACT

This study aimed to understand the consumption behavior and demographic differences between Heavy users(HU) and Light users(LU) of eating-out by using the "2016 Consumer Behavior Survey for Food" collected by the Korea Rural Economic Institute(KREI). The results show that the average age of high-frequency users was low. The monthly-average expenditure for eating-out among HU was about two times higher than the LU’(HU=￦175,329, LU=￦81,743). Regarding the average expenditure for one time eating-out, the low-frequency users were approximately two times higher than the HU(HU=￦11,147, LU=￦19,635). For the purpose of eating-out, the HU reported ‘difficult to eat meals at home’ while the LU stated ‘eating delicious food’ and ‘celebrating special days’. To segment participants based on food-related lifestyle, we employed cluster analytic procedures. This analysis resulted in eight clusters(HU: Convenient, Proactive, Reactive, Healthy & Safe, LU: Tasty & Healthy, Proactive, Reactive, Safe). It would be necessary to perform the intensive marketing for the group that could afford to eat out(LU_Reactive) and the group with lots of interest in new food(LU-Proactive). This study suggests that implementing marketing strategy targeting both HU and LU in the saturated eating-out market.

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