Journal of the East Asian Society of Dietary Life (동아시아식생활학회지)

The East Asian Society of Dietary Life (동아시아식생활학회)
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The Influence of Busan Fish Cakes' Quality and Brand on Customer Preferences

부산어묵의 품질과 브랜드가 소비자 기호도 만족에 미치는 영향

  • Jung, Jin-Woo (Dept. of Western Cuisine & Culinary Arts, Youngsan University)
  • 정진우 (영산대학교 서양조리학과)
  • Published : 2007.02.28
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Abstract

This study determine the influence of the quality and brand factor of fish paste on the customer preferences with the aim of promoting marine products in the Busan region and especially of expandong the base of the fish paste market. A sample survey was conducted to analyze the customers among Busan citizens who purchase fish paste. The result showed that the quality and brand factor of fish paste have a significantly positive (+) influence on the customers' preferences.

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