• Culinary science and hospitality research
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• v.13 no.3
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• pp.137-147
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• 2007

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.

• The Journal of the Korea Contents Association
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• v.8 no.2
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• pp.140-149
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• 2008

With the advent of local autonomy, local governments are seeking balanced regional development through the decentralization of the central government's authority. In line with this trend, each province has begun to recognize the significance of local identity as a means to promote regional development, and this recognition contributed to developing various brands using local resources. However, a number of these brands are similar to one another because they were developed without thoroughly analyzing and strategically differentiating local identities from one another. Thus, this study aims to propose local characteristics and consumer consciousness that need to be considered in local speciality brand development through practical marine product brand development cases representing Yeosu's local characteristics. This study intends to contribute to setting an effective direction of marine product branding by applying local color to brand development strategies and brand identity elements and by suggesting post-management and promotion plans of local brand positioning.

• Journal of Fisheries and Marine Sciences Education
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• v.28 no.5
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• pp.1198-1208
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• 2016

The social responsibility of companies helps to produce profits through the brand asset provoking consumers' purchase intention. This study examines the perspective of the social responsibility of fishery companies and empirically analyzes the relationship between the social responsibility and customer loyalty. The study shows the four main results. Firstly, the social responsibility of fishery companies significantly affects the brand asset. Secondly, the brand asset and bland image partially affects the customer loyalty. However, the brand awareness and perceived quality of products do not significantly affect the repurchase intention. thirdly, the social responsibility of fishery companies significantly affects the customer loyalty. Finally, the social responsibility of fishery companies and the customer loyalty have a moderating effects by general firms and fishery firms(fishery distribution, fishery processing and production company).

• Journal of the East Asian Society of Dietary Life
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• v.17 no.1
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• pp.89-93
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• 2007

This study determine the influence of the quality and brand factor of fish paste on the customer preferences with the aim of promoting marine products in the Busan region and especially of expandong the base of the fish paste market. A sample survey was conducted to analyze the customers among Busan citizens who purchase fish paste. The result showed that the quality and brand factor of fish paste have a significantly positive (+) influence on the customers' preferences.

• The Journal of Fisheries Business Administration
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• v.34 no.2
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• pp.91-107
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• 2003

Distribution of fish products from Tongyoung Marine ranching can be classified by three routes such as street-stall, live fish transportation vehicles, and wholesale markets neighboring unloading ports. These methods of distribution, however, have been restricted by limited distribution right, difficulties to differentiate fish prices from other surfaces, simple marketing channels. The ratio of cultured live fish circulated in market is increasing while naturally caught live fish is decreasing and the fresh fish shows a little of increasing rate. Consumers purchasing routes mainly depend on the live fish transportation merchants. For fresh fish traditional market plays an important role in trade. Convenience for consumers and quality of products are main factors in making decision of purchases. Bargaining power, however, belongs to the live fish transportation merchants. The demand of special markets for live fish was very strong, and the convenience and quality are relatively important required factors. Catch from Tongyoung Marine ranching has very good reputation as the possibility of being a good brand. Expecting possibility of quality differentiation was higher than price differentiation specially. The possible conclusion of a contract of a supply was suspicious however. Preliminary quality evaluation revealed that the catch is better than the cultured but worse than naturally grown fish. A merchandising is to be in a better position in the formation of prices by giving $\ulcorner$brand image$\lrcorner$ to potential consumers. The target markets are retail stores such as restaurants for raw fish and final consumers. The staple markets are retail stores. Possible items of products are live fish, fresh fish for cook, and fresh fish for raw fish. It is necessary for the catch to be informed as new functional products that have been improved in safety and quality, since the product positioning is similar but not well known to consumers. To secure a brand it is required to register a trademark, eco-label product design or packing, use real name in tranction, introduce recall system, and put label. Price higher than naturally grown live fish should be targeted. Establishing broad distribution channel, wholesale market, franchise are required. To secure enough catch and control shipment of products facilities of containing live fish are necessary. Instead of dealing with live fish only, it would be better to. sell fresh fish and live fish simultaneous. Strategically promotion focuses on advertisement of Marin ranching at first and then focuses on the catch from the marine ranching.

• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.4
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• pp.163-174
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• 2018

Consumer and property evaluation of wetsuit materials were conducted to obtain useful data for developing competitive products that meet consumer expectations and improving industrial competitiveness. Data were collected through online surveys of 213 domestic consumers who have experienced wearing wetsuit among marine leisure activities. Five types of commercial wet suit materials by brand and four types of commercial wet suit materials with the same quality by thickness were collected. Then, their physical properties, salt water resistance and thermal insulation rate were evaluated and compared. As a result, the most commonly used wetsuit material is 3 to 5 mm thick, and the basic jersey material is bonded on both sides. As a processing for imparting functionality, processing for improving warmth and reducing surface resistance are most frequently used. Consumers often feel uncomfortable when wearing a wetsuit, such as wearing comfort, weight, ease of movement, stretchability, and clothing pressure, which are different from those of casual wear. Also, mechanical strength and warmth were considered to be the most important criteria for selection of wetsuit material for purchase or rental. The mechanical properties of brand A and B were better than those of brand C, D, and E. Resilience and thermal shrinkage were better in brand C, D, and E. On the other hand, there was no significant difference in the physical properties due to the difference in thickness of the material at the same quality. Also, it was found that the thicker the material, the more stable it is in the heat. Brand A and B had superior salt water resistance than brand C, D, and E. In the thermal insulation test, brand A and B showed better insulation characteristics than brand C, D, and E, but the types of bonded fabric and surface finishing of materials were thought to have affected. In comparison of the thickness, the thicker the materials, the better the salt resistance and the thermal insulation.

• Journal of Fisheries and Marine Sciences Education
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• v.28 no.6
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• pp.1724-1738
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• 2016

This paper was researched on economic feasibility and sensibility of operation to offshore cage culture for cod. Offshore cage culture for cod needs to invest high budget what to construction and operation. And it was required variety methods about analysis of economic feasibility. Therefore, these were studied NPV, B/C and sensitivity for each by assuming a six scenarios considering the product performance according to the size of cod and culturing methods of fingerlings, etc. As a results, even though economy, if efficiency is low, it is a priority need the technical development to promote the feed efficiency to increase economic feasibility and should make efforts to enhance the business economy to strengthen the price competitiveness pricing with high quality products through quality control and brand recognition of cod. It expects to be used as a reference for related research in the future by deriving policy implications based on the method of analysis of the economic feasibility on offshore cage culture for cod.

• The Journal of Fisheries Business Administration
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• v.51 no.2
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• pp.1-13
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• 2020

The purpose of this study is to analyze consumer preference for fish farm HACCP certification using conjoint analysis. This study used raw flatfish product to evaluate the fish farm HACCP. In this study, 500 consumers were surveyed using panel survey and stratified sampling. In the recognition analysis, the farm HACCP certification system was found to be highly recognized by consumers. It can be seen that the brand assets accumulated by existing food and agricultural HACCP certification were transfered to the fish farm HACCP and absorbed. Consumers perceived fish farm HACCP certification as similar one with existing food and agricultural HACCP. Conjoint analysis evaluated three levels factors. The attributes and levels evaluated were : price(25,800 won, 28,400 won, 31,000 won), certification(fish farm HACCP, seafood traceability, and non certified), and origin(domestic, JEJU, and WANDO). The important levels were in order of price(40.8%), certification(30.2%) and origin(29.0%). We found that consumers give higher utility to fish farm HACCP certification compared with non certified and seafood traceability certification. Market simulation results showed that the fish farm HACCP product has 12%p higher market share than non certified products. Seafood traceability certification showed 4.6%p higher market share than non certified products.