日本感性工学会論文誌
Online ISSN : 1884-5258
Print ISSN : 1884-0833
原著論文
食意識による消費者クラスター形成:豚肉購買動機への影響
吉田 衣里菜相澤 実歩南 裕子久徳 康史檀 一平太
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ジャーナル フリー

2017 年 17 巻 1 号 p. 187-195

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The domestic food market has grown up to enter maturation stage with extensively diverse segments. In order for a product to survive in this “red-ocean” market, it should have a specific appeal to consumers with various psychological-attitudes. Thus, the current study aimed to segment the Japanese consumers according to their psychographical-characteristics toward foods, and evaluate their effects on the consumption motives of each segmented consumer groups. An on-line questionnaire-based survey targeting on married females revealed four distinct clusters with different food attitudes: 1) spending a lot of money on food 2) saving money and taking simple-food, 3) saving money but enjoying food life, and 4) treasuring time with their family but having simple-food. Further the four consumer groups exhibited different consumption motives on pork employing MANOVA. Based on these results, we suggest that consumer segmentation based on psychographical-characteristics would be valuable approach to produce food marketing strategies.

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© 2017 日本感性工学会
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