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A Study on Seafood Market Segmentation by Seafood Preference and Formation Process of Seafood Familiarity Market

수산물 선호도에 의한 시장세분화와 친숙시장 형성과정에 관한 연구

  • Kim, Ji-Ung (Department of Marine & Fisheries Business and Economics, Pukyong National University) ;
  • Jang, Young-Soo (Department of Marine & Fisheries Business and Economics, Pukyong National University)
  • 김지웅 (부경대학교 해양수산경영학과) ;
  • 장영수 (부경대학교 해양수산경영학과)
  • Received : 2016.05.31
  • Accepted : 2016.07.04
  • Published : 2016.09.30

Abstract

The purpose of this research paper is to segment seafood market and find the factor and process that divide the segment market. Cluster analysis and in-depth interview was performed to identify meaningful segment market. The result of the research found three segment market such as seafood integration familiarity group, domestic seafood familiarity group, seafood unfamiliarity group. Seafood integration familiarity group is active consumer that consume both domestic and imported seafood at home. This group have high preference and familiarity about seafood. Seafood familiarity group purchase imported seafood for the reason that imported seafood is cheaper than domestic seafood and have similar quality level. Domestic seafood familiarity group consume mostly domestic seafood and not purchase imported seafood for the reason that imported seafood have low quality and safety. This group have high preference and familiarity about seafood. Seafood unfamiliarity group is low preference group about seafood and seldom eat at home. This study found that the main factor that divide segment market is seafood familiarity that formed by experiencing seafood in youth and seafood familiarity is main factor that determine consumption degree of seafood at home.

Keywords

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