ethnic live seafood markets in the northeast region february 11, 2008 orlando, florida usa joseph j....

Ethnic Live Seafood Markets in Ethnic Live Seafood Markets in the Northeast Regionthe Northeast Region

February 11, 2008

Orlando, Florida USA

JOSEPH J. MYERS*

BIN LIU

YUMIN YOU

RAMU GOVINDASAMY

JOHN EWART

LINDA J. O’DIERNO

Aquaculture America 2008

Consumer Analysis in…Consumer Analysis in…

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

USDA – AMS – FSMIP– 12-25-G-0460

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

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

Live Fish Market


In-Store Intercept Surveys

Purchase Preferences Buying Habits Demographics

Vehicle and Goals


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

Methodology


2 Interviewers– Bilingual, English-Mandarin– Conducted Friday PM-Saturday AM– 10 to 15 minutes– Each Participant Received $10 Coupon– Count Family-Units

Entering StoreBuying Live Seafood

Methodology


Interview Rate and Consumer Traffic

Parameter # per Hour

Surveys Completed 42.1

Family-Unit Store Visits 161.7

Family-Unit

Live Seafood Purchases23.8


Time Period x

……1-Month 1.7

……3-Months 2.0

……1-Year 2.0

Number of Different Markets Visited……..


…..during the Previous……….

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%)


Is English the Primary Language in the Household?


When is the Purchase Decision Made?

Purchase to Preparation

Time Period Percent

Less than 1 hour 33

1-2 hours 32

2-6 hours 18

6-12 hours 4

12 hours - 1 day 7

1-2 days 4

2-3 days 0

3-4 days 0

more than 4 days 2


Purchase Trend - Year


JAN

FEB

MA

R

APR

MA

Y

JUN

JUL

AU

G

SEP

OC

T

NO

V

DE

C

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

% of Respondents

Month

Most Likely to Purchase

Least Likely to Purchase


SUN MON TUE WED THU FRI SAT

0%

10%

20%

30%

40%

% of Respondents

Day of the Week

Most Frequent Day of the WeekSecond Most Frequent Day of the Week

Purchase Trend - Week

Why Consumers Buy

Reason Percent

Quality/Freshness 78%

Tradition 12%

Use all of the fish, no waste 2%

Quality/Healthier 23%

Others

Taste 4%

Like 2%

Other 2%


Preferred Products

Types of Live Seafood Percent

Tilapia 75%

Hybrid striped bass 46%

Buffalo 18%

Carp 12%

Eel 6%

clam/oyster/mussel 10%

crab/lobster 28%


Consumer Perceptions

AttributeLevel of Importance

Very Somewhat

Not

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%



Preferences No Preference

Attribute Percent Counter-Attribute

Percent Percent

From USA 16 Imported 6 78

Wild 36 Farmed 12 52

Smaller fish 28 Larger fish 25 47

Scaled fish 53 Fish with no scales 13 34

Dark flesh 12 White flesh 40 48

Clean water in tank 22 All fish live in tank 21 57

Bubbles in tank 18 Flowing water 40 42

Shellfish in water 44 Shellfish on ice 27 29

Whole fish 12 Gutted/filleted fish 80 8

Fish Alive 9 Fish Stunned 60 31

Product and Display

Consumer Profile

Parameter Average

# Visits per Month 6.2 visits

Expenditure per Visit on Live Seafood

$14.80

Travel Distance to Live Seafood Market

7.8 miles

Household Size 3.7 people


Popular Varieties Volume and Supplier Base Seasonality Customer Base Participation in Directory

Market Operator Survey


All willingly participating live markets in Northeast– Boston to Washington D.C. Metro

Multilingual Cover– 18 languages

Trilingual Introduction– English, Mandarin, Spanish

Live Market Directory


Link Wholesale Buyers…..– Market Operators– Live Haulers

… and Sellers– Aquaculturists– Commercial fishermen

Anyone who can target Northeast

Buyer/Producer Directory


Contact Information

New Jersey Department of AgricultureFish & Seafood ProgramPO Box 330Trenton, New Jersey 08625-0330 USA(609) 984-2502, (609) 633-7229 FAX

[email protected]

www.jerseyseafood.nj.gov

ethnic live seafood markets in the northeast region february 11, 2008 orlando, florida usa joseph j....

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