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Consumer Analysis in… Ethnic Live Seafood Markets in the Northeast Region JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART LINDA J. O’DIERNO NEW JERSEY Department of Agricu lture Aquaculture America 2008 Fish & Seafood Program Trenton, NJ USA February 11, 2008
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Consumer Analysis in… Ethnic Live Seafood Markets in the Northeast Region JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART LINDA J. O’DIERNO NEW JERSEY Department of Agriculture Aquaculture America 2008 Fish & Seafood Program Trenton, NJ USA February 11, 2008 Orlando, Florida USA
Acknowledgments • Rutgers - State University of New Jersey • University of Delaware Sea Grant • US Department of Agriculture • Federal-State Market Improvement Program USDA – AMS – FSMIP • 12-25-G-0460 Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Live Fish Market • Supermarkets with Live Seafood • Finfish and bivalves • Cater to Ethnic Communities • EXCLUDES • Supermarkets with only lobster tanks • Fresh/frozen only seafood markets • Raw Bars • Bait Shops • Pet Stores Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Vehicle and Goals • In-Store Intercept Surveys • Purchase Preferences • Buying Habits • Demographics Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Methodology • 5 Live Fish Markets • Largest Volumes from Market Survey • 2 in New York City (Queens, Staten Island) • 2 in central New Jersey • 1 in Philadelphia • 50 Surveys in Each Market Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Methodology • 2 Interviewers • Bilingual, English-Mandarin • Conducted Friday PM-Saturday AM • 10 to 15 minutes • Each Participant Received $10 Coupon • Count Family-Units • Entering Store • Buying Live Seafood Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Interview Rate and Consumer Traffic Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Number of Different Markets Visited…….. …..during the Previous………. Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Demographics • Female (57%) • Identified themselves as Chinese (79%) • In the 36-50 age range (44%) • 42% were in the 21-35 age range) • Either a high school (27%) or post-graduate degree (35%) • Employed full-time (66%) • Household incomes of $25,000 annually (34%) Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Is English the Primary Language in the Household? Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
When is the Purchase Decision Made? Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Purchase to Preparation Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Purchase Trend - Year Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Purchase Trend - Week Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Why Consumers Buy Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Preferred Products Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Consumer Perceptions Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Product and Display Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Consumer Profile Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Market Operator Survey • Popular Varieties • Volume and Supplier Base • Seasonality • Customer Base • Participation in Directory Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Live Market Directory • All willingly participating live markets in Northeast • Boston to Washington D.C. Metro • Multilingual Cover • 18 languages • Trilingual Introduction • English, Mandarin, Spanish Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Buyer/Producer Directory • Link Wholesale Buyers….. • Market Operators • Live Haulers • … and Sellers • Aquaculturists • Commercial fishermen • Anyone who can target Northeast Aquaculture America 2008 - February 11, 2008 - Orlando, Florida
Contact Information New Jersey Department of Agriculture Fish & Seafood Program PO Box 330 Trenton, New Jersey 08625-0330 USA (609) 984-2502, (609) 633-7229 FAX joseph.myers@ag.state.nj.us www.jerseyseafood.nj.gov