Abstract: The marketing segmentation by Food-related Lifestyle (FRL) makes producers understand the consumption correctly, which is helpful for the producers to get marketing target and establish marketing strategies. The study collected 420 questionnaires from Korean and separated consumers into five FRL types by exploratory factor analysis, they were categorized as convenience-intention group, high-interest group, safety-seeking, health-seeking group, and passive group. Finally, chi-square test and cross-over analysis were applied to research the character features, consuming situation and behavior of consumers in Korea. Based on one month’s consumption, the health-seeking group occupied 32% of total investigators, 50% consumers drank more than 80 cup of green tea, 20% consumers bought more than 50g tea in this group. 77% of total questionnaires spent less than 15000 KRW per month for green tea. High-interest group had the highest potential for consuming green tea. To promote the tea consumption in Korea, the tea producers should pay more attention to the health-seeking group by propagating the effect of tea drinking on the health of human bodies, make more high-interest group consumers like tea, and develop new instant tea products for the convenience-seeking type consumers.

Key words: FRL, questionnaire, Korea, consumer, green tea, marketing strategy