J Nutr Health.  2020 Oct;53(5):547-561. 10.4163/jnh.2020.53.5.547.

Analysis of the consumption pattern of delivery food according to foodrelated lifestyle

• Heo SJ
• Bae HJ

• KMID: 2508491
• DOI: http://doi.org/10.4163/jnh.2020.53.5.547

Abstract

Purpose
This study was conducted to segment the delivery food market and to develop customized products and services.
Methods
This study analyzed 636 responses collected from customers who ordered delivery food. Statistical analyses were conducted using the SPSS program (ver. 25.0) for frequency analysis, χ²-test, one-way analysis of variance, factor analysis, and cluster analysis.
Results
Four factors were extracted by exploratory factor analysis (safety-orientation, convenience-orientation, taste-orientation, and economy-orientation) to explain the consumers’ food-related lifestyles. The results of cluster analysis indicated that the ‘low-interest group’, ‘convenience and economy-oriented group’, and ‘gourmet and economy-oriented group’ should be regarded as the target segments. Characteristic analysis of each cluster showed that low-interest group had higher rates of married (67.1%) and living with family (85.4%) than other clusters. The convenience and the economy-oriented group had higher rates of living alone (28.9%) than others. The gourmet and the economy-oriented group had a higher percentage of unmarried (62.0%) than the others. In addition, the average age of convenience and economy-oriented group (32.3 years) and gourmet and economy-oriented group (32.5 years) were significantly lower than the safety seeker (40.0 years) (p < 0.001). Difference analysis of the consumption practice according to the cluster, revealed significant differences in the order frequency (p < 0.001), main day to order (p < 0.05), source of information about delivery food (p < 0.001), order method (p < 0.001), and co-consumer (p < 0.01). In addition, the convenience and the economy-oriented group had significantly higher overall satisfaction than the others (p < 0.001).
Conclusion
These findings suggest that customer segmentation based on a food-related lifestyle can be used to build a successful marketing strategy. Therefore, restaurant managers and delivery platform operators should consider developing products and services according to the segmentation to maximize customer satisfaction.

Keyword

delivery food; lifestyle; consumption; satisfaction; marketing