Study on Beverage Select Behavior according to the Food-related Lifestyle focused on Behaviors in Seoul, and Gyeonggi Province

Abstract

This study aimed to analyze the beverage usage behavior according to the food-related lifestyle in Seoul, Gyeonggi province area. Group 1, named ‘health & safety seeking’ group, consists of high percentage of women in their 40s, as well as a high percentage of high income and highly educated. Group 2, was group of ‘high interest in dietary life’, consists of a high percentage of women in their 30s, highly educated, earned 3~5 million won. Group 3, named ‘convenience seeking’ group, had a high percentage of men and of those in their 20s who earned less than 2 million won. In verifying the difference between food-related lifestyle groups in terms of their behaviors and attitudes towards the usage of beverage specialty shop, group 1 showed significantly high score in the number of visit beverage specialty shops, the intention to spend higher average expenditure per visit per person, importance of selection attributes of beverage specialty shop.