ETHNIC LIVE SEAFOOD MARKETS IN THE NORTHEAST REGION

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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 Agriculture National Association of State

Aquaculture Coordinators
Fish & Seafood Program Trenton, NJ USA May 15, 2007 Orange Beach, Alabama USA

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


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


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
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 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


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 Compilation
– Yellow Pages – Internet Listings – Ethnic Newspapers – MIT Project – Industry Contacts

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

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 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 Survey
How many vendors do you have?
40 35

% of markets

30 25 20 15 10 5 0 only 1 1-3 3-5 >5

# of vendors

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

Market Survey
How often do you receive live fish deliveries?
70 60
% of markets

50 40 30 20 10 0
>1x/wk 1x/wk 2x/mo 1/mo <1x/mo

frequency of deliveries

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

Market Survey
Importance of various attributes (%)
Very Important Somewhat Not Important Important

Price
Location Availability

Language
Freshness Origin

Quality

79 24 65 15 97 45 94

18 41 21 47 3 30 3

3 35 15 38 0 24 3

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

Market Survey
Months of Strong and Weak Sales of Live Fish
20

Strong Sales
18

Weak Sales
16 14 12 10 8 6 4 2 0

N JA

B FE

R MA

R AP

Y MA

N JU

L JU

G AU

P SE

T OC

V NO

C DE no

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

ce en fer pre

Market Survey
Popularity of Types of Live Seafood
tilapia hybrid striped bass crab buffalo lobster carp bighead blackfish catfish fluke seabass trout eel croaker toadfish
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

Market Survey
Importance live fish section to the store
70 60
% of markets

50 40 30 20 10 0
Very Important Somewhat Important Not Important

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

Market Survey
Future Plans for Live Fish Section (next 2 yrs)
Reduce
0%

Expand
24%

Not Change
76%

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

Consumer Survey


In-Store Intercept Surveys

Purchase Preferences  Buying Habits  Demographics


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

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 Survey
Live Market Consumer Profile

Parameter
# Visits per Month Expenditure per Visit On Live Seafood Distance Travel to Live Seafood Market

Average
6.2 visits

$14.80 7.8 miles

Household Size

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

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 Survey
Purchase by Day of the Week
40% Most Frequent Day of the Week Second Most Frequent Day of the Week

30% % of Respondents 20%

10%

0% SUN MON TUE WED

THU

FRI

SAT

Day of the Week
NASAC 2007 - May 15, 2007 - Orange Beach, Alabama

Consumer Survey
Purchase by Month
20% 18% 16% 14% 12% % of 10% Respondents 8% 6% 4% 2% 0% Most Likely to Purchase Least Likely to Purchase

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

Month

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

DEC

Consumer Survey
When do you make your decision about which live seafood products you purchase?
Depends 4% While you are at the store 52%

Before arriving to the store 44%

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

Consumer Survey
Reasons Why Consumers Buy Live Fish
Frequency Percent

Quality/Freshness Quality/Healthier Use all of the fish, no waste Tradition Others Taste Like Other

195 29 4 58 11 4 4

78% 23% 2% 12% 4% 2% 2%

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

Consumer Survey
Types of Live Seafood Preferred by Consumers
Types of Live Seafood Tilapia Hybrid striped bass Buffalo Carp Eel clam/oyster/mussel crab/lobster Frequency 188 116 46 29 16 25 71 Percent 75% 46% 18% 12% 6% 10% 28%

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

Consumer Survey
Consumer Perceptions and Preferences of Live Seafood
Attribute
Year-round availability Place of origin Local product Knowing name of farm/dock

Very Somewhat Important Important

Not Important

46% 14% 8% 3%

15% 14% 8% 3%

39% 72% 84% 94%

In-store recipes
Price Knowing time since harvest Tradition Physical appearance

2%
38% 23% 8% 79%

8%
30% 16% 13% 9%

90%
33% 61% 79% 12%

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

Consumer Survey
Consumer Perceptions and Preferences of Live Seafood
Preferences Attribute From USA Wild Smaller fish Scaled fish Percent 16 36 Counter Attribute Imported Farmed Larger fish Fish with no scales Percent 6 12 No Preference Percent 78 52

29 53
12 22

25 13
40 21

47 33
48 57

Dark flesh
Clean water in tank Bubbles in tank Shellfish in water Whole fish Live fish

White flesh
All fish live in tank Flowing water Shellfish on ice Gutted/filleted fish Stunned fish

18
44 12 9

40
26 80 60

42
29 8 31

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

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


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



… and Sellers
– Aquaculturists – Commercial Fishermen

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

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
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


				
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