고등어 제품 선호도에 관한 연구

An Analysis of Consumer Preferences for Mackerel Products

This study analyzes consumer preferences for processed mackerel products using conjoint analysis. Results show that processing form is the most important attribute, with chilled and frozen fillets preferred over ready-to-eat products. Country of origin ranked second, with strong preference for domestic mackerel, while Norwegian products showed a higher preference compared to other imports. Larger-sized mackerel were also favored. Market segmentation identified three groups: consumers prioritizing domestic origin, mainstream consumers preferring chilled products for home cooking, and a smaller group favoring ready-to-eat mackerel. Overall, Korean consumers value freshness, quality, and domestic origin. These findings suggest the need for product development and marketing strategies that emphasize domestic branding and freshness, while targeting specialized markets for ready-to-eat products.