The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
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A Study of the Consumers' Lifestyle on Seafood Dining Market

수산물 외식 소비자의 라이프스타일에 관한 연구

  • Kang, Hyo-Seul (Department of Marine & Fisheries Business and Economics, Pukyong National University) ;
  • Kim, Ji-Ung (Department of Marine & Fisheries Business and Economics, Pukyong National University) ;
  • Jang, Young-Soo (Department of Marine & Fisheries Business and Economics, Pukyong National University)
  • 강효슬 (부경대학교 해양수산경영학과) ;
  • 김지웅 (부경대학교 해양수산경영학과) ;
  • 장영수 (부경대학교 해양수산경영학과)
  • Received : 2018.08.06
  • Accepted : 2018.09.17
  • Published : 2018.09.30
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Abstract

This study categorized Korean seafood diners according to their lifestyle attributes of seafood consumption. This categorization facilitated to set more detailed marketing strategies to each consumer groups so it can lead to promote seafood dining industry in Korea. For this study, a survey was conducted from September 10 to October 9, 2017 in the form of self-completed surveys from seafood restaurant diners living in Busan, Korea. A total of 251 questionnaires were collected and used for data analysis. The results were as follows. There were eight attributes of lifestyle which Korean seafood diners have had such as 'rationality', 'freshness', 'taste', 'health', 'ambiance', 'the latest trend of seafood dining', 'scarcity' and 'familiarity'. The largest number of respondents(154 out of 251, 61.4%) responded that they considered 'rationality' important when choosing their seafood restaurants among the eight attributes. 'freshness(135 out of 251, 53.8%)' was followed. 'the latest trend of seafood dining' and 'familiarity' were the ones that the smallest number of respondents(61.4, 10.8%) considered those as significant attributes for their seafood restaurants selection.

Keywords

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