선택 속성에 따른 횟감용 시장의 포지셔닝에 관한 연구

Abstract

More than 90% of cultured fish is consumed as sliced raw fish, which is usually on restaurant menus in South Korea. It is very important to examine whether consumers differentiate each species and how consumers recognize species to develop Korea’s aquaculture industry. Therefore, the purpose of this study is to understand the competitive relationships through positioning studies of each species according to selection attributes. This study adapted multidimensional scaling (MDS) analysis to explore how consumers would position sliced raw fish species according to selection criteria. This study has produced a perceptual map of the sliced raw fish market by collecting empirical data from sliced raw fish consumers in Korea. According to the statistics, flounder is the most competitive species. The results of MDS analysis reveal that seven species are divided into three groups. These results identify an image difference separated by each species’ image. However the composition of each group differs depending on age. This study conducted MDS again according to the selection attribute group separated by factor analysis to analyze each group’s selection attributes. This study provides suggestions about how farmed fish can improve consumers’ perception.