청과류 소비 증진을 위한 시장세분화 전략: 건강기능식품 섭취 실태를 바탕으로

초록

[Purpose]To enhance the consumption of fruits and vegetables (F&V), this study uses market segmentation strategies based on not only the consumption intensity of F&V but also the intake patterns of dietary supplements, and then define target markets. By empirical analysis, we propose the empirical strategies such as bundling and public education. [Methodology]To identify target markets, we divide the market into four subgroups using a 2×2 matrix design. Furthermore, so as to develop empirical strategies and policies associated with consumers’ socio－demographic characteristics, we exploit the Consumer Panel Data and analyze the market with the multi－nominal logit model. [Findings]Among vitamin non－intakers, the 30－40s, high－educated, non－working women with many children tend to consume less F&V. On the other hand, among vitamin intakers, the 40s women do. Also, F&V are substitutable with vitamins to the 40s women, on which not only advertising but also strategical bundle should be targeted. [Implications]This study contributes to the literature as well as marketers and policy makers by providing market segmentation strategies based on the consumption intensity of F&V but also the intake patterns of dietary supplements.

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