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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


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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


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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


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Vehicle and Goals

  • In-Store Intercept Surveys

  • Purchase Preferences

  • Buying Habits

  • Demographics

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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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


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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


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Interview Rate and Consumer Traffic

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Number of Different Markets Visited……..

…..during the Previous……….

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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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


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Is English the Primary Language in the Household?

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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When is the Purchase Decision Made?

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Purchase to Preparation

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Purchase Trend - Year

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Purchase Trend - Week

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Why Consumers Buy

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Preferred Products

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Consumer Perceptions

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Product and Display

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Consumer Profile

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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Market Operator Survey

  • Popular Varieties

  • Volume and Supplier Base

  • Seasonality

  • Customer Base

  • Participation in Directory

Aquaculture America 2008 - February 11, 2008 - Orlando, Florida


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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


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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


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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

[email protected]

www.jerseyseafood.nj.gov


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