고등어 제품 선호도에 관한 연구

• 영문명: An Analysis of Consumer Preferences for Mackerel Products
• 발행기관: 한국해양비즈니스학회
• 저자명: 기해경(Hae-Kyung Kee) 김지웅(Ji-Ung Kim)
• 간행물 정보: 『해양비즈니스』제62호, 75~95쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2025.08.30

국문 초록

This study analyzes consumer preferences for processed mackerel products using conjoint analysis. Results show that processing form is the most important attribute, with chilled and frozen fillets preferred over ready-to-eat products. Country of origin ranked second, with strong preference for domestic mackerel, while Norwegian products showed a higher preference compared to other imports. Larger-sized mackerel were also favored. Market segmentation identified three groups: consumers prioritizing domestic origin, mainstream consumers preferring chilled products for home cooking, and a smaller group favoring ready-to-eat mackerel. Overall, Korean consumers value freshness, quality, and domestic origin. These findings suggest the need for product development and marketing strategies that emphasize domestic branding and freshness, while targeting specialized markets for ready-to-eat products.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 선행연구

Ⅲ. 연구 설계

Ⅳ. 분석 결과

Ⅴ. 결론

참고문헌

키워드

소비자 선호도 고등어 산업 컨조인트 분석 시장세분화 수산물 마케팅 Consumer Preference Mackerel Industry Conjoint analysis Market segmentation Seafood marketing