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 ha...
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.
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.
특히 건강에 좋다는 인식이 자리 잡은 것으로 보이는 품목으로는 수산물, 과일, 채소, 잡곡, 우유 및 유제품 등을 꼽을 수 있다. 한편, 소비자들의 교육 수준이 높아지면서 예산 범위 내에서 가치지향적인 구매를 하며, 맞벌이 부부가 늘어남에 따라 필요한 물품을 일괄 구매하는 현상이 두드러지게 나타나고 있다1). 이러한 소비자들의 식품 및 수산물에 대한 인식 변화는 전통적인 수산물 구매 행동에 변화를 가져오고 있다.
수산물 소비는 예전에 비해 최근 어떤 경향이 두드러지는가?
또한 수산물 소비에서 예전 소비자는 수산물을“식습관 효과”로 구입하는 경향2)이 있어 복잡한 의사결정 과정을 거치지 않았지만, 오늘날 소비자들은 본인이 추구하는 가치와 일치하는 제품을 선택하고자 하는 경향이 강하게 나타나고 있다. 특히 소비자는 제품속성과 이러한 속성이 가져다줄 혜택을 가치와 연결시켜 조직화하려는 경향이 있다.
수단-목적사슬 이론이 나타나게 된 배경은 무엇인가?
이처럼 소비자 가치체계 연구는 가치의 중요성을 인지하고 초기의 소비자가 지각된 제품속성에 관한 연구에 관심을 가졌다가 이 속성으로부터 얻게 되는 혜택도 포함하는 것으로 확장되었다. 이러한 소비자의 가치와 제품속성을 연관 시켜 연구하는 것이 수단-목적사슬 이론(Means-End Chain Theory)이다.
참고문헌 (22)
김봉연, 향수 소비자의 가치체계에 관한 연구-래더링(Laddering)기법을 중심으로-, 고려대학교 언론대학원 석사학위논문, 2007.
김선희, 푸드스타일링 연출과 VALS에 따른 소비자인식과 구매의도, 세종대학교 대학원 박사학위논문, 2008.
김은경, 송기인, "정치인에 대한 유권자의 가치지향성 가치단계도(HVM)-수단-목적사슬 이론과 APT래더링을 중심으로", 정치커뮤니케인션 연구, 통권 15호, 2009, pp.57-103.
이경란, Mariangela Mengoni, Adja Mayazi, Anders Pehrsson, "연상네트워크기법(Means-End Chain method)을 이용한 식품소비자행동 질적 연구-스웨덴인의 아시아 음식 인식을 중심으로", 한국식생활문화학회지, 24(6), 2009, pp.641-648.
Russell, C. G. et al., "A comparison of three laddering techniques applied to an example of a complex food choice," Food Quality and preference, 15, 2003, pp.569-583.
Reynolds, Thomas J. & Gutman, Jonathan, "Laddering Theory Method, Analysis and Interpretation," Journal of Advertising Research, Feb/March, 1988, pp.11-31.
Reynolds, Thomas J. & Gutman, Jonathan(2001), Advancements in laddering. In J. C. Olson, & T. J. Reynolds (Eds.)," Understanding consumer decision making : the means-end approach to marketing and advertising strategy," Mahwah, NJ: Erlbaum, 2001, pp.91-118.
ter Hofstede, F., Audenaert, A., Steenkamp, J.-B. E. M., Wedel, Michel, "An investigation into the association pattern technique as a quantitative approach to measuring means-end chains," International Journal of Research in Marketing, 15(1), 1988, pp.37-50.
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