The Journal of Fisheries Business Administration (수산경영론집)

The Korean Society of Fisheries Business Administration (한국수산경영학회)
권호 표지
DOI QR코드

DOI QR Code

Seafood Market Segmentation of Shanghai Consumer in China

중국 상하이 소비자의 수산물 시장 세분화

  • Received : 2014.12.03
  • Accepted : 2014.12.24
  • Published : 2014.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to segment Chinese fisheries consumer market by means of cluster analysis based on Shanghai region consumers. The survey is conducted to 350 shanghai people on March 17-21 in 2014 and investigate demographic characteristics and consumer's behaviors unique to each segmented market by preference, labelling, quality, price, safety. The result of cluster analysis identified four market segments such as Catering type market, Worth pursuing type market, Substance pursuing type market, Trend pursuing type market. Catering type market is a passive fisheries consumption market and is not high attractive for Korea fisheries export market. Value pursuing type market consider importance to labelling, origin, brand and require high-quality and differentiation strategies. This market's main target species are high price fisheries such as tuna, salmon, crocker. Substance pursuing type market consider fisheries's safety and quality and purchases more popular fisheries such as crocker, hairtail, promfret, mackerel, squid. Trend pursuing type market's consumers prefer to purchase brands and trendy seafood rather than taste.

Keywords

References

  1. Bao, T. (2006), "Consumption structure and prospects of seafood in China," The Journal of Fisheries Business Administration, 37 (3), 109-130.
  2. Choi, M. Y. (2013), "A Exploratory Study on the Physical Characteristics and Fashion Consumer Psychology of China's Post-80s Generation for the Entry Strategy of Fashion Market," Bulletin of Korea Society of Basic Design & Art, 14 (6), 357-367.
  3. Choi, S. I. (2005), MARKETING RESEARCH, B&M books, 489-513.
  4. Choi, S. I. (2007), MARKETING RESEARCH, B&M books, p.187.
  5. Jang, Y. S. (2004), "Fisheries Marketing Management Effectiveness of Discount Store," The Journal of Fisheries Business Administration, 35, 169-191.
  6. Jang, Y. S. and Kim, M. J. (2009), "A Study on the Situation Factor related to Consumer Involvement of Seafood," Journal of Fisheries and Marine Sciences Education, 21 (4), 607-621.
  7. Jung, J. H. (2012), "A Plan to make Jeju cosmetics enter into chinese market according to the changes in consumption patter in chinese cosmetics market," Journal of Humanities, 30, 247-268.
  8. Jung, M. S. and Lee, U. W. (2009), China seafood consumption and Implication, Fisheries Policy Research (1), 69-83.
  9. Kim, G. W. and Jang, Y. S. (2013), "The Influence of Consumer Knowledge on Seafood Attitudes and Purchase Intentions," The Journal of Fisheries Business Administration, 44 (1), 91-103. https://doi.org/10.12939/FBA.2013.44.1.091
  10. Lee, J. H. (2010), "Market segmentation according to lifestyle types of chinese consumers," Journal of Product Research, 28 (5), 125-137.
  11. Lee, M. K. and Park, E. Y. (2009), "A Study on Determinants Affecting At-home Laver Consumption Expenditures," The Journal of Fisheries Business Administration, 40 (3), 147-167.
  12. Maria, J. S., Ana, B. D. R., Victor, I. and Rodolfo, V.(2003), "Attitude and satisfaction in a traditional food product," British Food Journal, 105 (11), 771-790. https://doi.org/10.1108/00070700310511807
  13. Nelson, B. (2010), "Green wine packaging : targeting environmental consumers," International Journal of Wine Business Reaserach, 22 (4), 423-444. https://doi.org/10.1108/17511061011092447
  14. No, H. J. (2014), SPSS research meathods and statistical analysis, Hakhyeon Inc.
  15. Pavleen, S. and Jyoti, V. (2014), "Targeting the young food consumer," Marketing Intelligence & Planning, 32 (5), 630-645. https://doi.org/10.1108/MIP-04-2013-0072
  16. Kotler, P., An, G. H. and Gary, A. (2013), PRINCIPLES OF MARKETING, Pearson, p.181.
  17. Shim, Y. W. (2013), "A Study on characteristics of chinese consumer type & fashion consumption according to G," Korean Journal of the Science of Emotion & Sensibility, 16 (3), 29-36.
  18. Son, C. S. (2013), "China agri-food consumption pattern and Korea export marketing strategy," Journal of Rural Development, 36 (2), 67-95.
  19. Zhang, C. F. and Jang, Y. S. (2010), "A Study on the Effect of Product and Service Quality on Customer Satisfaction in the Seafood Market," The Journal of Fisheries Business Administration, 41 (3), 153-174.