수산물 소비에 대한 가치체계 분석과 시장세분화에 관한 연구

Abstract

Abstract

Consumers tended to buy seafood mainly based on “food habit effects” without a complex decision-making process in the past. However, today’s consumers have a strong tendency to choose seafood products that meet their values. Therefore, the purchase behavior of consumers gets systemized in connection with the properties of a product and the benefits these properties would bring about. Values are lasting beliefs that are at the center of human behavior and not be often changed. Different values make different behaviors, and similar values form similar behaviors. Consumers’ values affect not only the cognitive process but also behaviors in a powerful and comprehensive way. There have been many studies regarding prediction of consumer patterns and identification, measurement methods of values. This is because if we can accurately measure the value system, it can be used in many areas of marketing such as market segmentation, new product development, and advertisement. In case of seafood, it is also necessary to make marketing strategies by segmenting consumers based on their value systems. The objectives of this study are as follows: First, it is to find out the connection process from the properties of seafood products that consumers consider important, to the benefits, and finally to the values they pursue by applying the means-end chain theory, i.e., using the Laddering method. Second, using a two-step cluster analysis, we aim to segment seafood markets based on consumers’ values and investigate characteristics of segmented markets. Based on objectives, it is expected that this study would provide informations on seafood consumers and help to establish seafood marketing strategies for producers and distributors. Analytical results of the value system using a means-end chain theory indicated that there were seven complete links, that is, ladders among fresh seafood products. In case of processed seafood products, there were total 9 complete ladders. The empirical analytical results of market segmentation according to the values showed fresh seafood products were divided into three groups. In case of processed seafood products were segmented into two groups. In terms of characteristics of segmented markets for fresh seafood products, the group 1 (family-health-oriented group) was mainly housewives or working mothers in their 40s with young children and their household incomes were between four million won and five million won. This group pursues a balanced nutrition for the family and responsibility. In addition, self-contentment is important for them by saving time as well as whether they can cook with the product they buy. The group 2 (self-contentment-oriented group) mainly consisted of housewives in their 50s whose household incomes were between three million won and four million won. Their priorities are taste, softness, chewiness, and the complex taste unique to seafood products as well as visual elements for their contentment. This group could be named as ‘connoisseurs’ because they have abundant knowledges and criteria on seafood products. In addition, when purchasing, they think of seasonableness, wild products(as opposed to farmed products), and their individual or family’s preference. The group 3 (rational consumption group) was mainly composed of housewives in their 20s and 30s, with household incomes between two million won and three million won. They pursue pleasantness through reducing the expenditure with mid to low price popular seafood and save time as well. As younger generations, they have a relatively stronger sense of environmental protection, which makes them buy only a required amount and reduce wastes. Thus, by considering economic feasibility, convenience, and environment, they make a rational judgment when purchasing fresh seafood products. In case of processed seafood products, the market was segmented into two groups. The group 1 (economic feasibility and safety group) was mainly made of working mothers in their 20s, 30s, and 40s, whose household incomes ranged between three million and four million won. This group tends to pursues economic feasibility by saving cooking time and expenditure as they only buy the edible parts or discounted products. Unlike fresh seafood products, processed products can be relatively stored for a long time. The group 2 (self-contentment group) mainly consists of housewives in their 50s and their household incomes are between three million won and four million won. This group pursues a self-contentment through tastes and want to save time they spend in the kitchen in order to use the time for their leisure. Like the economic feasibility and safety group, they check expiry date and frozenness when purchasing processed seafood as their priorities are oriented in food safety and healthy life. This group also considers seafood certifications, such as HACCP, important to prevent possible contamination and buys processed seafood products because they can safely choose seafood regardless of the season. They also choose safety by looking at the place of origin and manufacturing company.