.
Abstract This study aimed to provide a structural understanding of the Korean mackerel market by conducting a market segmentation using the results of an online survey of 400 Korean mackerel consumers in Seoul. In the market segmentation, three clusters were identified based on the following variables: preference, frequency of consumption, place of purchase, and preferred product type of mackerel. The three clusters could be characterized as follows. Cluster 1 could be categorized as Conservative Active Seniors, consisting of people in their 60s who are quick to adapt to the digital environment, so that they buy mackerel mainly through the online channels. Cluster 2 could be described as Traditional Consumers, consisting mainly of the older generation in their 50s and 60s, who are the major consumer group with traditional consumption habits. Cluster 3 could be described as Trendy Consumers, consisting of 2 to 4 person households (aged 20s to 60s) with high preference for processed products such as mackerel fillets and ready-to-cook mackerel fillet. Consumers in this group tend to be sensitive to trends and could be quick to adopt newly introduced processed products and cooking methods.