지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Values are lasting beliefs that are at the center of human behavior and not be often changed. Different values make different behaviors, and similar values form similar behaviors. Consumers' values affect not only the cognitive process but also behaviors in a powerful and comprehensive way. There have been many studies regarding prediction of consumer patterns and identification, measurement methods of values. This is because if we can accurately measure the value system, it can be used in many areas of marketing such as market segmentation, new product development, and advertisement. In case of seafood, it is also necessary to make marketing strategies by segmenting consumers based on their value systems. The objectives of this study are as follows: First, it is to find out the connection process from the properties of seafood products that consumers consider important, to the benefits, and finally to the values they pursue by applying the means-end chain theory, using the Laddering method. Second, using a two-step cluster analysis, we aim to segment seafood markets based on consumers' values and investigate characteristics of segmented markets. Based on objectives, it is expected that this study would provide informations on seafood consumers and help to establish seafood marketing strategies for producers and distributors. Analytical results of the value system using a means-end chain theory indicated that there were seven complete links, that is, ladders among fresh seafood products. In case of processed seafood products, there were total 9 complete ladders. The empirical analytical results of market segmentation according to the values showed fresh seafood products were divided into three groups. In case of processed seafood products were segmented into two groups.
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참고문헌 (22)
참고문헌 신청
김봉연 / 2007 / 향수 소비자의 가치체계에 관한 연구－래더링(Laddering)기법을 중심으로－
김선희 / 2008 / 푸드스타일링 연출과 VALS에 따른 소비자인식과 구매의도
김은경 / 2009 / 정치인에 대한 유권자의 가치지향성 가치단계도(HVM)－수단-목적 사슬이론과 APT 래더링을 중심으로 / 정치커뮤니케이션연구 (15):57~103
김영찬 / 2004 / 고객가치와 시장세분화: 새로운 마케팅전략 분석기법 / 경영학연구 33(6):1757~1779
김철민 / 1997 / 가치체계에 따른 소비자 유형화 / 광고연구 35
김선희 / 2008 / 푸드스타일링 연출과 VALS에 따른 소비자인식과 구매의도
김은경 / 2009 / 정치인에 대한 유권자의 가치지향성 가치단계도(HVM)－수단-목적 사슬이론과 APT 래더링을 중심으로 / 정치커뮤니케이션연구 (15):57~103
김영찬 / 2004 / 고객가치와 시장세분화: 새로운 마케팅전략 분석기법 / 경영학연구 33(6):1757~1779
김철민 / 1997 / 가치체계에 따른 소비자 유형화 / 광고연구 35
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