Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study of Branding Local Marine Products in Busan Area

부산 지역 수산물 브랜드 개발 방안에 관한 연구

  • Cho, Yong-Bum (Dept. of Food Service & Restaurant Management, Dong-eui University) ;
  • Yoon, Tae-Hwan (Dept. of Hotel & Convention Management, Dong-Eui University) ;
  • Jung, Jin-Woo (Dept. of Western Cuisine & Culinary Arts, Youngsan University) ;
  • Kim, Kyoung-Myo (Kyungnam College of Hotel Food Service & Technology)
  • 조용범 (동의대학교 외식산업경영학과) ;
  • 윤태환 (동의대학교 호텔컨벤션경영학과) ;
  • 정진우 (영산대학교 서양조리학과) ;
  • 김경묘 (경남정보대학 호텔외식조리과)
  • Published : 2007.09.30
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Abstract

This study aims to provide the preliminary information for developing a local marine product brand of Busan by investigating consumers' preference and behavior when they choose marine products. The results of the study confirm the importance of branding local marine products. Subjects think a brand of marine products plays an important role in their choice of marine products and has positive relationships with credibility, taste, price premium of products. The results also show that consumers' satisfaction with a marine product brand can be significantly influenced by its taste, package design, and price. When asked about developing a new Busan marine product brand, more than 80% of subjects answer that they are likely to purchase its products and even more respondents think developing a brand has a positive impact on the economy of Busan area.

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