Abstract
The purpose of this study was to provide insight into the direction of product improvement tailored to the Generation Z market by analyzing the consumption propensity of pollock processed products of the Generation Z. This study conducted a process of analyzing consumption characteristic and constraint factors of pollock processed products through focus group interview(FGI). As a result of this study, it was analyzed that the Generation Z formed a negative attitude toward the pollock processed products. The focused group responded negatively to all taste, smell, and visual elements of the product. In particular, focus group showed strong repulsion to tough and dry texture of pollock products. This study found that the product characteristics of pollock processed products that are unsuitable for Generation Z appear as key factor influencing Generation Z’s buying behavior.
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