General image, perceptions and consumer segments of luxury seafood in China: A case study for lobster
Abstract
Purpose
The purpose of this paper is to explore Chinese consumers’ perceptions towards a luxury seafood – lobster, and identify the important perceptions that influence Chinese consumers’ general image of lobster. It also recognises Chinese consumer segments based on their perceptions towards lobster.
Design/methodology/approach
The data were collected through an online survey (n=882, in two Chinese cities: Shanghai and Qingdao). The surveys explored consumer’s perceptions and general image of lobster. Descriptive analysis, partial least squares regression and cluster analysis were conducted for data analyses.
Findings
Findings show that the most important perceptions regarding lobster by Chinese consumers are umami, delicious, high in protein, expensive, nutritious, upscale, red colour and bring back appetite. Chinese consumers’ general image of lobster is positively linked to perception items, such as delicious, western flavour, umami, nutritious, high in protein, enjoy, upscale and appetite; and is negatively linked to perception items: spicy/hot, Chinese flavour and risk in illness. Three consumer segments are identified: western-flavour-lovers (35.4 per cent), Chinese-flavour-lovers (32.8 per cent) and negative-believers (31.8 per cent). Significant differences were recognised in the socio-demographic distribution among these three segments including, city, income, marital status, educational level, occupation and age.
Originality/value
This is the first study to present information regarding consumers’ perceptions, general image and segments towards luxury seafood in the world’s largest East-Asian country – China. The findings from this study can help global seafood marketers and exporters to better understand Chinese consumers which should assist them in developing effective marketing strategies for their luxury seafood products in this major market.
Keywords
Acknowledgements
This study was funded by the Nova Scotia Department of Fisheries and Aquaculture.
Citation
Wang, O., Somogyi, S. and Ablett, R. (2018), "General image, perceptions and consumer segments of luxury seafood in China: A case study for lobster", British Food Journal, Vol. 120 No. 5, pp. 969-983. https://doi.org/10.1108/BFJ-07-2017-0379
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited