인도 소비자의 식생활라이프스타일에 따른 한국식품 구매행동 연구

This paper aims to investigate the effects of Indian consumers' food-related lifestyle on the purchasing behaviour of imported food, including Korean food, and to provide the marketing strategies for entering the Indian food market. As a result of classifying food-related lifestyle types using factor and cluster analysis, it was categorized into four consumer groups: convenience·high involved, nutrition·low involved, socializing seek, and pursuit of diversity. In addition, cross-tabulation analysis was performed to understand the impacts of food-related lifestyle to demographic characteristics, imported/Korean food purchase behaviour, and preference for Korean food. Significant differences among the clusters were identified according to the demographic characteristics. In addition, the overall of food consumption behaviour of Indian consumers, such as purchase frequency, purchase places and information sources towards Korean foods relevant to the food-related lifestyle, was recognised. The higher the convenience and interest in food, the higher the preference for Korean food, also there were significant differences for each group by Korean food items.