Aligned with the recent shift in fruit consumption trends, there is a growing increase in the cultivation of these fruits. Thus, various types of small fruits, including blueberries, have recently been introduced and cultivated in Korea. According to the data, there has been a notable uptick in blueberry farming, in stark contrast to the decline in cultivation of black raspberries, black chokeberries, and blackcurrants. New varieties of blueberries continue to be introduced and cultivated, aligning with the recent consumption trends and are expected to be consistently cultivated in the future. Despite the decrease in the other berries, health benefits associated with all berries have ignited growing consumer interest, resulting in domestic and international market expansion. In conclusion, this research underscores the importance of identifying plant varieties that are well-suited to Korea's climatic conditions, validating efficient cultivation strategies, and establishing robust distribution networks to foster sustainable development in the berry industry.

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers’ demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) “timid inactive group,” characterized by having low scores in most lifestyle dimensions; (2) “showcase goers,” who tend to be highly fashion/appearance-conscious and brand-oriented; (3) “practical buyers,” who tend to be price-conscious, sensitive and timid; and (4) “sensible buyers,” who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.