The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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The Influence of Consumer Knowledge on Seafood Attitudes and Purchase Intentions -Focus on Consumers Visiting to Discount Stores-

소비자 지식이 수산물 태도 및 구매의도에 미치는 영향 -대형할인점 방문 소비자를 중심으로-

  • Kim, Gyu-Wan (Department of Marine Business and Economics, Pukyong National University) ;
  • Jang, Young-Soo (Department of Marine Business and Economics, Pukyong National University)
  • 김규완 (부경대학교 해양산업경영학과) ;
  • 장영수 (부경대학교 해양산업경영학과)
  • Received : 2013.05.20
  • Accepted : 2013.06.26
  • Published : 2013.06.30
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Abstract

When it comes to the development of a retail market, it has not only influenced the supply and sales of seafood, but it has also led to considerable changes in consumers' purchasing behavior and purchasing purposes. As consumers' incomes and lifestyles have improved, the tendency to purchase seafood has rapidly changed. In addition, the increase in two-income family incomes that resulted from women's active participation in society has increased the number of consumers purchasing home meal replacements (HMR) or convenience food rather than original food. With these changes in social-economic background and in consumers' needs, the purchase of seafood is gradually changing. As a result, companies are constructing diverse marketing strategies to satisfy their needs. Companies' marketing strategies have an immediate and vital effect on consumers' purchases of seafood. The most important and fundamental role is providing an opportunity for consumers to choose what to buy by being giving information and knowledge. In this paper, the purchasing behavior of consumers buying seafood will be examined with respect to their knowledge. First, which factors among a diverse range of marketing strategies exerted a significant impact on consumers' objectives and subjective knowledge was examined. Second, the study investigated which knowledge factors were important in influencing attitudes and purchasing purposes based on knowledge level. By comparing and analyzing factors related to consumers' knowledge with respect to seafood purchases, information is provided to inform companies about efficient strategies for marketing tactics.

Keywords

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