The purpose of this research paper is to segment seafood market and find the factor & process that divide the segment market. The cluster analysis was performed to identify meaningful segments. in depth interview was conducted to find the factor & process that divide segment market.
The result of the research found three segments of seafood market such as seafood integration familiarity group, domestic seafood familiarity group, seafood unfamiliarity group.
Seafood integration familiarity group is active consumer that consume both domestic seafood and imported seafood at home. this group have high preference and familiarity about seafood. Seafood familiarity group purchase imported seafood for the reason that imported seafood is cheaper than domestic seafood and have similar quaility level with domestic seafood.
Domestic seafood familiarity group consumes mostly domestic seafood and not purchase imported seafood for the reason that imported seafood have low quality & safety. this market have high preference and familiarity about seafood.
Seafood unfamiliarity group is low preference market about seafood. this group seldom eat seafood at home and have low seafood cooking & purchasing knowledge. this group evaluate imported seafood as low quality and not safe.
they have lots of difficulty in cooking seafood at home such as seafood smell, dress, storage, waste.
This study found that the main factor that divide segment market is seafood familiarity that formed by experiencing seafood in youth. and repulsion of seafood smell, dress difficulty, other difficulty(storage, waste, cooking knowledge, cooking difficulty) influence to market segmentation.
These result identify that there is positive consumer group that have high satisfaction about imported seafood and frequently consume it instead of domestic seafood. and found that seafood familiarity formed in youth is main factor that determine consumption degree of seafood at home.