The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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A Study on Thai Seaweed Market Segmentation by Purchasing Attributes

구매속성에 의한 태국 김 시장세분화에 관한 연구

  • Jang, Young-Soo (Department of Marine & Fisheries Business and Economics, Pukyong National University) ;
  • Kim, Ji-Ung (Department of Marine & Fisheries Business and Economics, Pukyong National University)
  • 장영수 (부경대학교 해양수산경영학과) ;
  • 김지웅 (부경대학교 해양수산경영학과)
  • Received : 2017.03.09
  • Accepted : 2017.06.13
  • Published : 2017.09.30
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Abstract

The aim of this study is to examine profiles of consumers in Thai seaweed market segments. A total of 321 consumers were surveyed in bangkok, thailand. The multiple regression analysis performed indicates that consumer preference toward seaweed snack is significantly influenced by seaweed consumption frequency. The cluster analysis performed indicates that there are three segments based on consumer purchasing attributes toward seaweed snack : leading type, pursuing type, beginner type. The results show that there are consumer segment with different purchasing attributes level and seaweed preference. in this study Thai seaweed market's biggest consumer is leading type consumer(n=40.8%) that have high level of purchasing attributes toward seaweed snack when compared to other segments. pursuing type segment(n=27.4%) consists of consumers who have low level of purchasing attributes but have high consumption frequency. beginner type segment(n=31.8%) consists of consumers who rarely eat seaweed snack and have high price sensitivity. This study can inform Thai seaweed consumer's behavior and effective segment market strategies and target consumer based on purchasing behavior toward seaweed snack.

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