중국 소비자의 새우 구매행동에 관한 연구

Abstract

In this study, we sought to understand the characteristics of the Chinese shrimp market by analyzing the purchasing behavior of Chinese consumers, focusing on Dalian City. In the Chinese consumer market, shrimp is a highly preferred marine product, with 66.2% of respondents preferring it. It was found that consumers mainly purchase shrimp at offline stores such as markets(55.5%), supermarkets (25.9%), and street vendors (11.9%). Shrimp is recognized as a seafood product with a relatively higher price than other seafood products. It was found that consumers mainly cook and eat shrimp at home after purchasing them (79.1%). The members who mainly eat shrimp are family members, and it is positioned as a food ingredient that is eaten with family members at home. As for the type of shrimp processing, live shrimp(68.1%) showed the highest preference. Freshness(84.3%) was found to be the most important criterion for selecting shrimp, followed by taste(59.8%), price(52.2%), and country of origin (20.1%). Shrimp cooking methods are mainly used as a side ingredient in cooking, and there are also cases where it is consumed as raw fish and salad. In the shrimp market positioning by species, red shrimp and prawns were found to be highly popular as wild shrimp. Next, tiger shrimp and vannamei shrimp appeared in similar locations. These shrimp are the most popular types of farmed shrimp, along with red shrimp and prawns. Northern pink shrimp appeared to have an independent location. Although the preference for northern pink shrimp is somewhat lower than that of previous popular fish species, it is mainly used in Japanese dishes such as sushi and sashimi, especially among the younger generation, and can currently be seen as having a differentiated position. Meanwhile, spider shrimp was located on the far left and was analyzed as the least preferred variety. In the positioning of shrimp by country of origin, domestically produced shrimp showed the highest preference. The second positioning was Ecuador, which appeared to be the most preferred position among imported products. It is understood that Ecuador is currently increasing preference through various promotions and campaigns targeting China. Vietnam, Indonesia, and Thailand showed similar positions with low-preference sub-positioning. Although Korea is located in a less preferred positioning, it appears to have a differentiated positioning from Southeast Asian countries. Conjoint analysis showed that consumers place the highest importance on distribution type(60.968) when purchasing shrimp, and give high utility to shrimp variety(28.398) and price(10.634). In terms of distribution type, the highest utility was given to live (live) shrimp, followed by fresh and refrigerated shrimp, and then frozen shrimp. The most useful shrimp varieties were black tiger shrimp, prawns, and vannamei shrimp in that order. It was found that higher utility was given to products with higher prices in the following order: 120 yuan, 100 yuan, and 80 yuan.