Mature consumers’ patronage motives and the importance of attributes regarding HMR based on the food-related lifestyles of the upper middle class |
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| Authors: | Yoon Jung Jang Woo Gon Kim Il-Sun Yang |
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| Institution: | 1. Dedman School of Hospitality, The College of Business, Florida State University, 288 Champions Way, UCB 4100 P.O. Box 3062541, Tallahassee, FL 32306-2541, United States;2. Dedman School of Hospitality, The College of Business, Florida State University, 288 Champions Way, UCB 4116 P.O. Box 3062541, Tallahassee, FL 32306-2541, United States;3. Department of Food and Nutrition, College of Human Ecology at Yonsei University, Seoul, South Korea |
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| Abstract: | The objectives of this study are to explore the food-related lifestyle segments of the mature market, to identify its socio-demographic characteristics, and to investigate the differences in their attitudes toward Home Meal Replacement (HMR). A survey was conducted of adults 55 years of age and older living in Seoul, South Korea. Out of the 600 distributed questionnaires, 361 were retained for final analysis, which is a response rate of 60%. Cluster analysis identified five consumer segments. Significant differences were found among the five segments in terms of socio-demographic characteristics and attitudes toward HMR. This study shows operators of HMR the patronage motives and attributes that each segment values when considering HMR. |
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| Keywords: | Mature consumer Home Meal Replacement (HMR) Food-related lifestyle (FRL) Cluster analysis Consumer segments |
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