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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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Presentation Transcript
slide1

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
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
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
Vehicle and Goals
  • In-Store Intercept Surveys
  • Purchase Preferences
  • Buying Habits
  • Demographics

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

methodology
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

methodology6
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
Interview Rate and Consumer Traffic

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

slide8

Number of Different Markets Visited……..

…..during the Previous……….

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

demographics
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
Is English the Primary Language in the Household?

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

when is the purchase decision made
When is the Purchase Decision Made?

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

purchase to preparation
Purchase to Preparation

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

purchase trend year
Purchase Trend - Year

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

purchase trend week
Purchase Trend - Week

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

why consumers buy
Why Consumers Buy

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

preferred products
Preferred Products

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

consumer perceptions
Consumer Perceptions

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

product and display
Product and Display

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

consumer profile
Consumer Profile

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

market operator survey
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
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
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
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