수산물 소비자의 구매처 선택요인에 관한 연구- 전통수산시장과 대형마트의 비교를 중심으로 -

Abstract

Traditional markets are places where the historical value and the unique culture of the area have been embedded. They have also provided the economic base for local residents. The traditional fish markets have played a significant role in preserving the unique culture of Korean seafood markets beyond the historical value of the typical traditional ones. The fish markets have also been responsible for recognizing the value and importance of fisheries to the public. However, the rapid growth of large retail stores have led to direct competition with the traditional fish market. In this process, the rapid sales decrease in the traditional fishery market, which is caused by the inability to analyze the changed consumer's needs accurately, and has caused many fishermen and street vendors selling seafood in the market to suffer. The purpose of this study was to examine the consumers’ consciousness about the selection factors of seafood retailers by a survey of 373 consumers in Busan and to suggest the improvements in traditional markets through the survey to revitalize the market. Results of the study showed a difference in the number of seafood purchases of large retail stores and traditional markets depending on the age of the subjects. In particular, consumers in their fifties were more likely to buy seafood products at large retail stores. They highly evaluated the importance of convenience factors such as delivery services and presence of parking facilities among the factors to select seafood retailers. On the other hand, the core customer base of the traditional market is consumers over age 60. The accessibility of the retailers is important when consumers over 60 choose a place compared to other age groups. Consumers also considered freshness as the most important factor when choosing their retail shops. Consumers were more satisfied with the seafood products and pricing information provided by large retail stores than the traditional markets.