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ISSN : 1225-1011(Print)
ISSN : 2288-1727(Online)
The Journal of Fisheries Business Administration Vol.48 No.2 pp.53-66

A Study on the Positioning of Sliced Raw Fish Market by Selection Attributes

So-Hee Lim,Ji-Ung Kim,Young-Soo Jang


More than 90% of cultured fish is consumed by sliced raw fish which is usually an eating out menu in South Korea. In order to develop the aquaculture industry in Korea, It is very important to know whether consumers can differentiate each species or not and how consumers recognize each species by certain criteria. for example taste, seasonal preference.
The purpose of this study is to understand the competitive relationship through positioning studies of each species by the selection attributes. A total of 221 consumers were surveyed in korea.
This study adapted multidimensional scaling(MDS) analysis to explore how consumers position sliced raw fish species based on selection attributes. This study has produced perceptual maps of sliced raw fish market. Empirical data was collected from sliced raw fish consumers in Korea.
The results of MDS analysis reveal that 7 species are divided into 3 groups(flat fish, black rock fish), (red sea bream, salmon, tuna), (sea bass, gray mullet). In this study flat fish and black rock fish are perceived as safe, familiar, good value species. Red seabream, salmon, tuna are perceived as luxurious species. Sea bass and gray mullet are perceived as unfamiliar species.