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Ethnic Live Seafood Markets in the Northeast Region - Consumer Analysis - Business Network Development JOSEPH J. MYERS* BIN LIU YUMIN YOU RAMU GOVINDASAMY JOHN EWART LINDA J. O’DIERNO NEW JERSEY Department of Agricu lture National Association of State Aquaculture Coordinators

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Presentation Transcript
slide1

Ethnic Live Seafood Markets in the Northeast Region

- Consumer Analysis

- Business Network Development

JOSEPH J. MYERS*

BIN LIU

YUMIN YOU

RAMU GOVINDASAMY

JOHN EWART

LINDA J. O’DIERNO

NEW JERSEY

Department of Agriculture

National Association of State Aquaculture Coordinators

Fish & Seafood Program

Trenton, NJ USA

May 15, 2007

Orange Beach, Alabama USA

acknowledgments
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

background
Background
  • Live foodfish sales
    • Less post-harvest investment
    • Premium
  • Current Market Saturated
  • Cultural Barriers
    • Lacking Market Intelligence
  • Stimulate Entire Market Chain
    • Quantity, Sales, Variety

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

scope
Scope
  • Live Fish Markets
    • Boston Metro
    • New York Metro
    • Philadelphia Region
    • Baltimore/D.C./Virginia
    • ALL POINTS IN BETWEEN
    • Toronto, CANADA

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

live fish market
Live Fish Market

Which are INCLUDED

  • Seafood Markets featuring live products
    • Finfish and bivalves
  • Cater to Ethnic Communities
  • Certain Upscale Restaurants

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

live fish market6
Live Fish Market

Which are EXCLUDED

  • Supermarkets with only lobster tanks
  • Fresh/frozen only seafood markets
  • Raw Bars
  • Bait Shops
  • Pet Stores

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

components of study
Components of Study
  • Consumer & Market Research
      • Analytical
  • Business Network Development
      • Promotional
    • Live Market Directory
    • Producer/Buyer Directory

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

live market contacts
Live Market Contacts
  • Live Market Compilation
    • Yellow Pages
    • Internet Listings
    • Ethnic Newspapers
    • MIT Project
    • Industry Contacts

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey
Market Survey
  • Deliver Survey in Person
  • Follow-up with Mail
  • We Asked Them…….
    • Popular Varieties
    • Volume and Supplier Base
    • Seasonality
    • Customer Base
    • Participation in Directory

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey10
Market Survey
  • We Identified
    • Food Markets – 128
    • Restaurants – 65
  • February through August 2006
  • Response Rate
    • Food Markets – 26.6%
    • Restaurants – 9.2%

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey11
Market Survey

How many vendors do you have?

% of markets

# of vendors

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey12
Market Survey

How often do you receive live fish deliveries?

% of markets

frequency of deliveries

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey13
Market Survey

Importance of various attributes (%)

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey14
Market Survey

Relative Strength

Month

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey15
Market Survey

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey16
Market Survey

Importance live fish section to the store

% of markets

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

market survey17

Reduce

Expand

0%

24%

Not Change

76%

Market Survey

Future Plans for Live Fish Section (next 2 yrs)

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey
Consumer Survey
  • In-Store Intercept Surveys
  • Purchase Preferences
  • Buying Habits
  • Demographics

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey19
Consumer Survey
  • 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 survey20
Consumer Survey

Live Market Consumer Profile

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey21
Consumer Survey

Demographics

  • 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 survey22
Consumer Survey

Purchase by Day of the Week

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey23
Consumer Survey

Purchase by Month

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey24
Consumer Survey

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey25
Consumer Survey

Reasons Why Consumers Buy Live Fish

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey26
Consumer Survey

Types of Live Seafood Preferred by Consumers

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey27
Consumer Survey

Consumer Perceptions and Preferences of Live Seafood

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

consumer survey28
Consumer Survey

Consumer Perceptions and Preferences of Live Seafood

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

live market directory
Live Market Directory
  • All willingly participating live markets in Northeast
  • Multilingual Cover
    • 18 languages
  • Trilingual Introduction
    • English, Mandarin, Spanish

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

buyer producer directory
Buyer/Producer Directory
  • Link Wholesale Buyers…..
    • Market Operators
    • Live Haulers
  • … and Sellers
    • Aquaculturists
    • Commercial Fishermen

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

deliverables
Deliverables
  • Web Directories
    • Currently On-Line
    • Able to keep information current
  • Print Directories
    • Deliver through Ethnic community groups
    • Distribute through listings and producer communities

NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

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