The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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Study on the Importance and Satisfaction of Seafood Purchase Attributes by IPA - Focused on the process differences -

IPA를 이용한 수산물 선택속성의 중요도-만족도 분석 : 가공정도에 따른 차이를 중심으로

  • Park, Jeong-A (Department of Marine & Fisheries Business and Economics, Pukyong National University)
  • 박정아 (부경대학교 해양수산경영학과)
  • Received : 2018.03.21
  • Accepted : 2018.06.04
  • Published : 2018.06.30
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Abstract

This study was targeted on the non-processed, semi-processed, and full-processed seafood to investigate the consumers' importance and satisfaction levels of purchase attributes for each seafood product. The present study conducted a survey on 335 randomly chosen seafood consumers. Respondents' importance-satisfaction scores of purchase attributes were measured. The results were as follows. The importance of purchase attributes was significantly higher than the satisfaction on 21 out of 23 attributes, according to the non-processed, semi-processed, and full-processed seafood(p<0.05). Consumers regarded intrinsic attributes such as 'freshness' of products as very important when purchasing non-processed seafood, and their satisfaction was also high. On the other hand, for semi-processed and full-processed seafood, external attributes such as 'date of manufacture or expiration date' were considered as more important attributes to purchase them. Consumers also perceived that full-processed seafood was less in quantity and more expensive than non-processed and semi-processed ones. In case of semi-processed seafood, the difference of importance-satisfaction score for 'taste' was large, and it was considered the taste should be improved according to consumers' taste.

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