Eating Behavior and Convenience Store Food Consumption Behavior of Millennial Male Single-Person Household Based on Food-Related Lifestyle

Lee, Jisun; Moon, Min-Sun; Lim, SuYoun

doi:10.3746/jkfn.2020.49.4.394

Cited by 7 publications

(2 citation statements)

References 15 publications

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“…The pursuing-family-safety type places importance on safety and family, and also considers price and product. In studies that attempt market segmentation for single-member households, using lifestyle, food-related lifestyle, and consumption value, we see that convenience, health, economy, safety, and quality are major factors in market segmentation, similar to the pattern found by this study [72][73][74].…”

Section: Discussionsupporting

confidence: 82%

Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value

2022

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The home meal replacement (HMR) market in Vietnam is expected to grow due to economic growth and the associated reduction in household size resulting from this. This study sets the development direction of HMR products and establishes product marketing strategies in the Vietnamese market through market segmentation of single-member households. Our survey targeted single-member households with regular HMR experience. Food-consumption value is used to identify market segmentation and differences in purchase behavior, such as preferences for a specific HMR type, the importance and performance of HMR selection attributes, and the demand for product development. The single-member households in Vietnam are segmented by purchasing simplicity and convenience, considering multiple options, and purchasing family safety. The family-oriented culture of Vietnam influences the evaluation of family safety, while the situational value reflects climate features. Meanwhile, taste, expiration date, sanitation, and nutrients are found to be key attributes. This study targets the impact of these effects on single-member households, given that household size is rapidly decreasing in Vietnam and there is a lack of research on the Vietnamese HMR market. Additionally, it highlights the influence of Vietnam’s culture and climate characteristics by utilizing segmented markets, which can also be utilized to develop market-tailored HMR products and to derive appropriate marketing strategies.

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Section: Discussionsupporting

confidence: 82%

Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value

2022

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“…1인 가구에서 다인 가구에 비해 짜게 먹는 식습관도 보다 빈 번하게 관찰되고 있다 (Choi et al, 2019;Lee et al, 2020; J. Koo & Park, 2013;Kim, 2014;Kang & Jung, 2019).…”

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Healthy Eating Capability of One-person Households-The Effects of Eating Alone, Meal Types, and Dietary Lifestyles

Lee¹,

최일숙²,

김정훈³

2020

Fam. Environ. Res

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This study examined the effects of eating alone, meal type, and dietary lifestyles on healthy eating capability of one-person households. We analyzed the mediation effects of weekly frequencies of each meal type taken by oneperson households between eating habits such as eating alone and dietary lifestyles of one-person households and healthy eating capability. We also analyzed data from the 2019 Food Consumption Behavior Survey using a sample of 688 one-person households. Factor analysis, latent profile analysis, structural equation model analysis was conducted; direct and indirect effects of independent variables were tested using bootstrap method. The major results were as follows. Frequency of eating alone was about 10 times a week on average; one-person households had home-made meals about 12 times a week, for restaurant meals, 4 times, for delivered/take-out food, 0.39 times, and for other types, 0.44 times. Weekly frequencies of eating alone and meal types taken by one-person households were significantly different among the different socio-demographic groups. Dietary lifestyle was classified into four classes: traditional, health ignorant, food lifestyle ignorant, and balanced. Eating alone and dietary lifestyle had a significant effect on weekly frequency of each meal type. Frequencies of eating alone, balanced dietary lifestyle, and taking home-made meals had a positive direct effect on healthy eating capability, and frequency of taking delivered or take-out food and food consumption ignorant lifestyle had a negative direct effect. Eating alone, balanced and traditional dietary lifestyles had a positive indirect effect through the meal type; however, watching Mug-bang had a negative indirect effect.

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Studies of Selection Attributes for Lunch Boxes (Dosirak) Using Conjoint Analysis among Single Men

Han

Chung

Rho

2021

JKFN

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This study analyzed the comparative importance of the selection attributes of a lunch box (dosirak) in single men and suggests a solution for the ideal type of lunch box that would appeal to single men using conjoint analysis techniques. A total of 252 questionnaires were distributed to single men who had previously purchased a lunch box in convenience stores or franchise dosirak stores. The conjoint design was applied to evaluate a hypothetical lunch box for single men. As a result, the order of importance of the attributes of the lunch box was found to be the price (41.66%), menu composition (24.62%), delivery status (17.45%), and place of purchase (16.27%). The ideal combination of the selection attributes of lunch box was a purchase in a franchise dosirak store, having a delivery service, a type 3 menu (Rice･Kimchi＋fried pork cutlet, chicken, fish cutlet), and a low price of 3,500 won. The most preferred lunch box showed an incremental 57.6% potential market share using choice simulation compared to the lunch box being currently sold. Using the utility of attributes, the lunch box market for single men was classified into two segments. As a result of market segmentation, single men of cluster 1 preferred a lunch box with the menu type 2 and a price of 8,500 won while single men of cluster 2 preferred a lunch box with the menu type 3 and a price of 3,500 won. These results will help establish a database that contributes to the development of differentiated products and building marketing strategies that can satisfy the needs of single men.

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Eating Behavior and Convenience Store Food Consumption Behavior of Millennial Male Single-Person Household Based on Food-Related Lifestyle

Cited by 7 publications

References 15 publications

Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value

Home Meal Replacement (Convenience Food) Consumption Behavior of Single-Member Households in Vietnam by Food Consumption Value

Healthy Eating Capability of One-person Households-The Effects of Eating Alone, Meal Types, and Dietary Lifestyles

Studies of Selection Attributes for Lunch Boxes (Dosirak) Using Conjoint Analysis among Single Men

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