중국 생선회 소비시장 구조에 관한 연구

Abstract

This study analyzed the characteristics of the raw fish market by analyzing th e raw fish consumption behavior and awareness of Shanghai, China consumers. This study utilized a valid sample of 506 people through an online survey. Chinese consumers were found to have a high preference for raw fish. 75.5% of consumers who prefer raw fish showed a strong preference(very much like 5 2.2%, like 23.3%), and the reason for preferring raw fish was that it is rich in nutrients and has a good texture, and that eating raw fish, a high-quality food ingredient, can show a luxurious lifestyle. On the other hand, it was analyzed as a market with a low consumption freq uency and somewhat lacking in popularity. Chinese consumers. In the segmentat ion of the Chinese raw fish consumption market, the mass consumer group (n= 45.8%), health-oriented consumer group (n=33.8%), and trend-sensitive consum er group (n=20.4%) were derived. The mass consumer group is a young 20-40 year-old main consumer group with a large market share, and it is a market th at prefers raw fish but has a very low consumption frequency. The health-orien ted consumer group is a high-income group in their 50s and 60s and has a high preference for raw fish, but like the mass consumer group, the frequency of r aw fish consumption is not high. This group has the characteristic of preferring raw fish for nutritional value and health. The trend-sensitive group is a group i n their 30s and 50s and has the characteristic of eating raw fish much more fr equently than other groups. They are a group that pursues a luxurious lifestyle, high-quality ingredients, and trendy foods and are accepting raw fish as a new food culture. They are interested in not only Western-style raw fish dishes(ex. car paccio) but also Korean raw fish culture. In general, the Shanghai raw fish market in China is currently recognized as a ‘high-end and special consumption ingredient’ with demand formed centered o n a specific age and income class in the Shanghai area, and it is evaluated that it has not yet completely settled into the mass food culture. Nonetheless, it can be said that this is a market with high potential for future consumption expansi on due to its high sashimi preference, price acceptability, experience using delive ry platforms, and positive attitude. Keywords: Shang hai, Sashimi Consumption, Consumer Behavior, Market Struct