20대 소비자의 광어·연어 소비성향 비교에 관한 연구 -표적집단면접(FGI)을 중심으로-

The purpose of this study is to analyze the differences by comparing consumption tendency of the Flatfish and Salmon using focus group interview (FGI). The FGI was conducted on university students in their 20s, with a total of 38 respondents surveyed in seven focus groups. Flatfish was recognized as a food in the form of popular sliced raw fish and had customer image that fit for middle-aged men in their 40s and 50s while eating with alcohol. 20s were perceived to be out of date with their age group as flatfish was considered old fish that did not match their age. In addition, they felt low accessibility to flatfish. Salmon was perceived by 20s as a food with a higher appeal than flatfish. Salmon has been creating a brand identity in their 20s and 30s for fashionable and trendy food that appealed to younger generations. They considered characteristics of salmon high in intangible value, such as something sophisticated, trendy, and beautiful. 20s consumed various forms of salmon including salmon sushi, salmon bowl, and salmon fillet, and they perceived it as a psychologically close food that can be easily accessible. In this study, the color of species (orange color of salmon), accessibility, restaurant image, and social media exposure were found to influence the consumption patterns of two species.