When it comes to the development of retail market, it has not only influenced the supply and sales of seafood but also made a considerable change of purchasing behavior and purpose of consumers. As consumers'' income and life style has improved, the tendency for their purchasing seafood has rapidly changed; they buy it for emotional and symbolic reason such as presents for a special day.
In addition, the increase of two-income family, resulted from single-person households and women'' active participation in a society, has steadily expanded purchasing home meal replacement(HMR) or convenience food rather then original food. With these social-economic background and various needs, the purchase of seafood is gradually changing and companies are constructing diverse marketing strategies to satisfy the needs of consumers.
Companies'' marketing strategies have an immediate and vital effect on consumers buying seafood. The most important and fundamental is providing an opportunity for consumers to choose what to buy by giving information and knowledge needed for consumers. However, despite the significance, there is a lack of study and research on consumer behavior: whether it is working to provide accurate information and knowledge to consumers and then how it affects to consumers behavior and purpose of purchasing.
In this paper, purchasing behavior of consumers buying seafood will be shown based on knowledge of consumers: First, on which factor a diverse range of marketing strategies have a significant influence: consumer''s objective and subjective knowledge. Second, what difference many factors in knowledge of consumers affecting their seafood purchasing makes to their attitude and purchasing purpose based on their level of knowledge.
Consequently, by comparing and analyzing the factors of the knowledge of consumers affecting their seafood purchasing, information will be provided needed for companies'' efficiently strategic activities of marketing tactics.