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논문 기본 정보

자료유형
학술저널
저자정보
백은영 (한국해양수산개발원) 김애정 (한국해양수산개발원)
저널정보
한국수산경영학회 수산경영론집 수산경영론집 제41권 제3호
발행연도
2010.1
수록면
1 - 20 (20page)

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초록· 키워드

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The purpose of this study is to identify specific patterns of Sasimi consumption in Korea using cluster analysis. The data applied in the analysis were collected from five major cities in Korea through telephone interview with trained surveyors. This study investigated three major topics; 1. Korean people prefer to eat Sasimi at the restaurants rather than at-home. 2. The quality of Sasimi is different according to where the eating place is located such as seaside or inland. 3. Determinants of Sasimi Consumption are different according to population characteristics, sex or occupation. The main findings of the study can be summarized as following three points. Firstly, Koreans preferred to eat Sasimi out 83.3% of respondents chose eat-out rather than eat-at-home. These are especially popular with men, 40' years older, self-employed, lived in capital area. Secondly, satisfaction level of Sasimi consumption was good in Choong-Cheung province. Since Chung-Cheong Province was located in the inland, the chance to eat Sasimi is lower than seaside. Thirdly, consuming decision factor of Sashimi was different across groups. None of decision factors take effect on Group 1 while indigenous variable of Sashimi has effect on Group 2 and external variable has effect on Group 3. Therefore, in order to increase Sashimi consumption, it is necessary to at-home consumption of Sashimi should be improved. Moreover, it is necessary to develop marketing strategy which fits in regional characteristics and to have government assistance.

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