Z세대의 명란 소비 특성에 관한 연구:표적집단면접(FGI)을 중심으로

Abstract

The purpose of this study is to analyze the consumption characteristics of cod roe in Generation Z. In this study, a total of 50 Generation Z people were interviewed by using focus group interview, which is a qualitative research method. In this focus group interview(FGI), it was found that Generation Z is a generation with very little experience in consuming salted pollock roe at home since childhood, and has a very low level of familiarity with it. In this study, it was found that Generation Z formed a dual image of salted pollock roe, the one is traditional salted pollock roe type which is eaten by middle-aged and older people and the other one is dishes containing salted pollock roe(pollock roe pasta etc) eaten by the younger generation in their 20s and 30s. It was analyzed that they had a negative attitude and low purchase intention for the traditional type salted pollcok roe on overall attributes such as appearance, taste and smell. But they positively evaluated the attributes of dishes containing salted pollock roe and had a high purchase intention. The factors impeding the consumption of pollack roe were the repulsive appearance, high price, salty taste and fishy smell, lack of experience in eating, lack of accessibility, limited cooking methods, and lack of awareness. These factors can be seen as a result of symbolizing that the traditional salted pollock roe has characteristics that are not suitable for Generation Z. In this study, based on these results, a new product change direction of salted pollock roe was suggested.