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유기농 식품 유형별 구매빈도에 따른 유기농 식품 소비자의 세분화

Segmentation of Organic Food Consumers based on Their Purchase Frequency per Organic Food Type

이현주
한국소비문화학회|2018.03|소비문화연구 (Journal of Consumption Culture)|제21권 제1호|pp. 101-122|DOI 10.17053/jcc.2018.21.1.005

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참고문헌

키워드

군집분석시장세분화Cluster analysisSegmentation수단-목적 사슬 이론유기농 식품구매빈도Organic food consumersA means-end chain modelPurchase frequency

초록

본 연구에서는 시장을 세분화하는 여러 변수 중 행동 관련 변수인 유기농 식품 유형별 구매빈도를 이용하여 유기농 식품 소비자 세분시장을 구성한 후, Gutman(1982)의 수단-목적 사슬 이론의 주요 변수를 중심으로 유기농 식품 소비자 세분시장별 특징을 비교, 분석해 보고자 하였다. 만 19세 이상, 가정 내 식품구매를 주로 담당하는 가구원 중 유기농 식품을 구매해 본 경험이 있는 소비자를 모집단으로 선정하였고 리서치 전문업체의 패널을 대상으로 온라인 설문조사를 하여 표본을 수집하였다. 총 420개의 설문 응답이 최종 분석에 사용되었고 계층적 군집분석과 비계층적 군집분석을 병행한 2단계 군집분석을 이용하여 자료를 분석하였다. 분석결과, 4개의 군집 간에 7가지 유기농 식품 유형의 구매빈도에 있어 유의미한 차이가 존재함을 확인하였다. 군집 1을 애호형, 군집 2를 회피형, 군집 3을 저관심형 그리고 군집 4를 다양성 추구형으로 명명하였다. 다음으로, 수단-목적 사슬 이론의 주요 변수를 중심으로 유기농 식품 소비자 세분시장 간의 차이를 알아보고자 하였는데 연구결과 개인적 가치 요인 중 건강의식과 환경의식, 유기농 식품 소비의 결과 중 건강상 결과와 심리적 결과, 유기농 식품의 속성 중 감각적 매력 속성 그리고 유기농 식품 소비와 관련된 행동적 요인 중 소비의도와 프리미엄 지불의향에 있어 유의미한 차이가 있음을 알아내었다. 본 연구의 학문적 시사점으로는 유기농 식품 전반에 관해 연구한 기존의 선행연구와 달리 특정 유기농 식품 유형에 관련된 행동변수를 기준으로 시장세분화 연구를 수행했다는 점이다. 본 연구의 실무적 시사점 또한 유기농 식품 생산자나 유통업체에게 매우 유용할 것이라 예상하는 바이다.

Abstract

This study aimed to classify organic food consumers based on their purchase frequency per organic foods and examine the differences among consumer segments for organic foods in personal values(i.e., health consciousness, environmental consciousness and self-consciousness), perceived consequences of consuming organic foods(i.e., environment, health and psychological consequences), product attributes(i.e., health, natural content, environmental protection and sensory appeal) and organic food consumption behavior(i.e., consumption intention and willingness to pay price premiums), which are key elements in the means-end chain model (Gutman 1982). The data were collected via an online questionnaire by utilizing pre-recruited consumer panels who were primary grocery shoppers in the household at the age of 19 or older with purchase experiences of organic foods. 420 usable responses were entered the analyses. The analyses of the study proceeded in two stages. First, a cluster analysis uncovered four consumer segments for organic foods and the segments were significantly distinct in their purchase frequency per organic food type. Second, multivariate and univariate analyses of variance were used to validate the differences among consumer segments for organic foods. The results indicated that consumer segments for organic foods were significantly dissimilar in health and environmental consciousness, health and psychological consequences of organic food consumption, sensory appeal, consumption intention and willingness to pay for price premiums. The contribution of this study was to utilize actual consumption behavior per organic food type for segmentation. That basis for segmentation has rarely been discussed in organic food research. In addition, managerial implications were drawn to help organic food producers, manufacturers and retailers develop appropriate merchandising and marketing strategies for their target consumers.

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