• 수산경영론집
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• 제47권3호
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• pp.1-14
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• 2016

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.

• 수산경영론집
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• 제49권3호
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• pp.15-28
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• 2018

This study categorized Korean seafood diners according to their lifestyle attributes of seafood consumption. This categorization facilitated to set more detailed marketing strategies to each consumer groups so it can lead to promote seafood dining industry in Korea. For this study, a survey was conducted from September 10 to October 9, 2017 in the form of self-completed surveys from seafood restaurant diners living in Busan, Korea. A total of 251 questionnaires were collected and used for data analysis. The results were as follows. There were eight attributes of lifestyle which Korean seafood diners have had such as 'rationality', 'freshness', 'taste', 'health', 'ambiance', 'the latest trend of seafood dining', 'scarcity' and 'familiarity'. The largest number of respondents(154 out of 251, 61.4%) responded that they considered 'rationality' important when choosing their seafood restaurants among the eight attributes. 'freshness(135 out of 251, 53.8%)' was followed. 'the latest trend of seafood dining' and 'familiarity' were the ones that the smallest number of respondents(61.4, 10.8%) considered those as significant attributes for their seafood restaurants selection.