Ethnic Live Seafood Ethnic Live Seafood Markets in the Northeast Markets in the Northeast Region Region May 15, 2007 Orange Beach, Alabama USA JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART LINDA J. O’DIERNO National Association of State Aquaculture Coordinators - Consumer Analysis - Consumer Analysis - Business Network Development - Business Network Development Fish & Seafood Program Trenton, NJ USA NEW JERSEY Department of Agriculture
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Ethnic Live Seafood Markets in the Northeast Region May 15, 2007 Orange Beach, Alabama USA JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART.
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Ethnic Live Seafood Markets in Ethnic Live Seafood Markets in the Northeast Regionthe Northeast Region
May 15, 2007
Orange Beach, Alabama USA
JOSEPH J. MYERS*
BIN LIU
YUMIN YOU
RAMU GOVINDASAMY
JOHN EWART
LINDA J. O’DIERNO
National Association of State Aquaculture Coordinators
- Consumer Analysis- Consumer Analysis
- Business Network Development- Business Network Development
Fish & Seafood Program
Trenton, NJ USA
NEW JERSEYDepartment of Agriculture
Acknowledgments Rutgers State University of New Jersey
University of Delaware Sea Grant
US Department of Agriculture– Federal State Market Improvement Program– 12-25-G-0460
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Live foodfish sales– Less post-harvest investment– Premium
5 Live Fish Markets– Largest Volumes from Market Survey– 2 NY, 2 NJ, 1 PA
50 Surveys in Each Market
2 Interviewers– Bilingual English-Mandarin– Conducted Friday PM-Saturday AM– 10-15 min– Each Participant Received $10 Coupon– Count # Units Entering Store/Buying Live Fish
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer Survey
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer Survey
Parameter Average
# Visits per Month 6.2 visits
Expenditure per Visit On Live Seafood
$14.80
Distance Travel to Live Seafood Market
7.8 miles
Household Size 3.7 people
Live Market Consumer Profile
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer SurveyDemographics
Female (57%) Chinese (79%) 36-50 age range (44%)
– 21-35 age range (42%) High school (27%) or Post-graduate degree (35%) Employed full-time (66%) Earn under $25,000 annually (34%) English is NOT the primary language (82%).
– Chinese (82%) or some other language (5%) Suburban households (55%) Three (30%) or four (25%) family members
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer SurveyPurchase by Day of the Week
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer SurveyPurchase by Month
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer Survey
When do you make your decision
about which live seafood
products you purchase?
Before arriving to the store
44%While you are at the
store52%
Depends4%
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer Survey
Frequency Percent
Quality/Freshness 195 78%
Quality/Healthier 29 23%
Use all of the fish, no waste 4 2%
Tradition 58 12%
Others Taste 11 4%
Like 4 2%
Other 4 2%
Reasons Why Consumers Buy Live Fish
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer Survey
Types of Live Seafood Frequency Percent
Tilapia 188 75%
Hybrid striped bass 116 46%
Buffalo 46 18%
Carp 29 12%
Eel 16 6%
clam/oyster/mussel 25 10%
crab/lobster 71 28%
Types of Live Seafood Preferred by Consumers
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer Survey
Attribute Very Important
Somewhat Important
Not Important
Year-round availability 46% 15% 39%Place of origin 14% 14% 72%Local product 8% 8% 84%Knowing name of farm/dock 3% 3% 94%In-store recipes 2% 8% 90%Price 38% 30% 33%Knowing time since harvest 23% 16% 61%Tradition 8% 13% 79%Physical appearance 79% 9% 12%
Consumer Perceptions and Preferences of Live Seafood
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama
Consumer SurveyPreferences No Preference
Attribute PercentCounterAttribute
Percent Percent
From USA 16 Imported 6 78
Wild 36 Farmed 12 52
Smaller fish 29 Larger fish 25 47
Scaled fish 53 Fish with no scales 13 33
Dark flesh 12 White flesh 40 48
Clean water in tank 22
All fish live in tank21 57
Bubbles in tank 18 Flowing water 40 42
Shellfish in water 44
Shellfish on ice 26 29
Whole fish 12 Gutted/filleted fish 80 8
Live fish 9 Stunned fish 60 31
Consumer Perceptions and Preferences of Live Seafood
All willingly participating live markets in Northeast