The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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A Study of the Seafood Dining Consumer Behavior by Demographic Characteristics

인구 통계적 특성에 따른 수산물 외식 소비행태에 관한 연구

  • Kang, Hyo-Seul (Department of Marine & Fisheries Business and Economics, Graduate School, Pukyong National University Graduate School) ;
  • Kim, Ji-Ung (Department of Marine & Fisheries Business and Economics, Graduate School, Pukyong National University Graduate School) ;
  • Jang, Young-Soo (Department of Marine & Fisheries Business and Economics, College of Fisheries Science at Pukyong National University)
  • 강효슬 (부경대학교 일반대학원 해양수산경영학과 대학원) ;
  • 김지웅 (부경대학교 일반대학원 해양수산경영학과) ;
  • 장영수 (부경대학교 수산과학대학 해양수산경영학과)
  • Received : 2018.11.28
  • Accepted : 2019.03.12
  • Published : 2019.03.31
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Abstract

The purpose of this paper is to analyze the difference of seafood dining consumer behavior by demographic characteristics (age, gender). This research surveyed 251 people in Busan, Korea. t-test, one-way ANOVA, and MDS were used to identify the difference of consumer behavior by demographics. The result of the research revealed the difference between demographic characteristics and seafood dining consumption. 20's showed to accept the trendy dining culture represented by salmon, sushi and shrimp, and 30's also have similar tendency. 40's have higher spending tendency to seafood dining like tuna restaurants. 50's and 60's showed conservative consumption propensity represented by grilled fish, braised fish and raw fish restaurants. In gender analysis, male have higher frequency than female about grilled eel. In the future, the seafood dining market would be reorganized with the expansion of sushi, salmon and shrimp dishes, which can be classified as a new dining market. In this research, we suggested fisheries supply and production strategies according to age and gender.

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