Download
slide1 n.
Skip this Video
Loading SlideShow in 5 Seconds..
Ethnic Live Seafood Markets in the Northeast Region PowerPoint Presentation
Download Presentation
Ethnic Live Seafood Markets in the Northeast Region

Ethnic Live Seafood Markets in the Northeast Region

348 Vues Download Presentation
Télécharger la présentation

Ethnic Live Seafood Markets in the Northeast Region

- - - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript

  1. 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

  2. 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

  3. 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

  4. Vehicle and Goals • In-Store Intercept Surveys • Purchase Preferences • Buying Habits • Demographics Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  5. 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

  6. 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

  7. Interview Rate and Consumer Traffic Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  8. Number of Different Markets Visited…….. …..during the Previous………. Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  9. 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

  10. Is English the Primary Language in the Household? Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  11. When is the Purchase Decision Made? Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  12. Purchase to Preparation Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  13. Purchase Trend - Year Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  14. Purchase Trend - Week Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  15. Why Consumers Buy Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  16. Preferred Products Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  17. Consumer Perceptions Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  18. Product and Display Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  19. Consumer Profile Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  20. Market Operator Survey • Popular Varieties • Volume and Supplier Base • Seasonality • Customer Base • Participation in Directory Aquaculture America 2008 - February 11, 2008 - Orlando, Florida

  21. 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

  22. 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

  23. 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