309 results

Seafood CRC: farmed prawns in Brisbane and Sydney - a consumer study

Project number: 2009-742
Project Status:
Completed
Budget expenditure: $4,100.40
Principal Investigator: Karen Nelson-Field
Organisation: Australian Prawn Farmers Association (APFA)
Project start/end date: 30 Jun 2009 - 20 Nov 2009
Contact:
FRDC

Need

Little is known about consumer choices and barriers to consumption of Australian farmed prawns. APFA have formed a marketing sub-committee to help guide investment in product and market development projects in the CRC. The results of this small student based project will inform the larger "Passion for Prawns" and "Retail Transformation" projects by providing both primary and secondary research data on consumers in Sydney and Brisbane.

Objectives

1. To provide a report to APFA on consumer preferences when considering purchasing Australian farmed prawns in Brisbane and Sydney

Final report

ISBN: 978-1-925982-28-2
Author: Lindsey Peshanoff and Jackson Jaensch
Final Report • 2010-04-21 • 3.83 MB
2009-742-DLD.pdf

Summary

The report is based on both relevant secondary research and empirical marketing knowledge as well as primary consumer research, focusing on younger consumers. The instruments used encompass in‐depth interviews, focus groups, intercept surveys and a quantitative survey. Key areas for investigation include product origin and colour influences, product form preferences, barriers to purchase and communication.

Key findings of the study include:

  1. Australians exhibit a strong preference for locally grown prawns; however, there is a lack of an Australian offering in some prawn sub‐categories.
  2. Clear preferences for fresh over frozen and whole over peeled product forms and expressed lack of interest in pre‐packaged prawns.
  3. Price is by far the most common reason people don't buy prawns.
  4. Most consumers eat prawns, however only 1 in 3 young consumers are likely to buy their own.
  5. The limited number of 'brand‐attribute' associations that consumers have with prawns.
  6. Buying behaviour of prawns is generally low in involvement and habitual.
  7. Consumers buy from repertoires, so may 'switch' between prawns and other meat/seafood products from one purchase situation to the next.
  8. The limited number of 'brand‐attribute' associations that consumers have with prawns.

From these key findings six main areas of strategy were identified and discussed. These strategies were: communications, product form, pricing, target market, distribution and industry development.

Communities
PROJECT NUMBER • 2017-131
PROJECT STATUS:
COMPLETED

Media messages about sustainable seafood: how do media influencers affect consumer attitudes?

We have conducted a comprehensive media survey of key media texts across all major genres and platforms for the past 3 years (2015-2018) to identify: the major reported issues affecting seafood sustainability; the role of celebrity chefs and media influencers in this media coverage; and the effects...
ORGANISATION:
University of Adelaide

Seafood CRC: retail transformation - identifying opportunities for creating consumer focused Australian salmon value added products

Project number: 2008-794.10
Project Status:
Completed
Budget expenditure: $28,955.93
Principal Investigator: Ken Dods
Organisation: ChemCentre (WA)
Project start/end date: 31 Dec 2009 - 30 Dec 2010
Contact:
FRDC

Need

There is a need to:

1. Develop low value Australian seafood options in order to give the Australian seafood consumer the chance to purchase local seafood at accessible price points.

2. Evaluate the sensory characteristsics, product acceptability and perception of Australian Salmon from a consumer perspective. The attributes evaluated will include, but not be limited to, taste, texture, appearance, mouth feel portion size, etc. This information should relate to pricing and potential product forms that appeal to consumers. This will demonstrate if the species has the potential to be a sustainable, consumer commercial fishery. There is currently no consumer research information of this type available.

3. Show what attributes consumers value in seafood.

4. Understand the composition profiling, nutritional values and bio chemical factors that:

a) influence the spoiling of desirable characteristics;
b) influence the overall degradation of this particular species

This will fill gaps in the current research that is being undertaken.

Objectives

1. Identify at least 3 concepts for a range of potential new retail added value Australian Salmon products (ChemCentre)
2. Develop a consumer model for the evaluation of product acceptability and perception (Curtin University).
3. Improve understanding of the nutritional and bio chemical profile of Australian salmon as the basis for product and process development (ChemCentre)
4. Report of consumer attributes of Australian Salmon and its current positioning (Curtin University).
5. Provision of a comprehensive final report on potential of retail transformation for the Australian salmon industry (ChemCentre)

Final report

Author: Ken Dods
Final Report • 2008-01-01 • 87.66 KB
2008-794.10-DLD-CIC.pdf

Summary

Australian Salmon represents one of the last sustainable, relatively untapped wild catch fisheries in Australia with capture and harvest techniques not having changed significantly for many decades. Fish quality is quite variable and harvest practices are not optimised. As a result, consumer confidence in Australian Salmon product has been adversely affected. Harvest practice and immediate post-catch handling can be significantly improved, and are major determinants of product quality.

Current and existing research lacks fundamental, basic information on consumer perceptions and acceptance of the Australian Salmon. This project aimed to fill a critical knowledge gap in existing and concurrent research projects.

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A survey of consumer attitudes to fresh and processed fin fish

Project number: 1986-071
Project Status:
Completed
Budget expenditure: $0.00
Organisation: Applied Economics Associates
Project start/end date: 28 Dec 1987 - 31 Dec 1987
Contact:
FRDC

Objectives

1. Provide an understanding of the factors determining the demand for Australian wet fish.
2. Detailed study of demand for fin fish and associated products – purchase, consumption behaviour, attitudes to fish.
Adoption
PROJECT NUMBER • 2016-272
PROJECT STATUS:
COMPLETED

Love Australian Prawns evaluation using consumer research, sales data and market insights

Having commissioned Brand Council to review Love Australian Prawns (LAP) strategy and outputs and the University of Sunshine Coast to compare LAP consumer perception and awareness to previous years, the Australian Council of Prawn Fisheries Ltd (ACPF) and the Australian Prawn Farmers’...
ORGANISATION:
Australian Council of Prawn Fisheries Ltd (ACPF)

Seafood CRC: Tracking seafood consumption and measuring consumer acceptance of innovation in the Australian seafood industry

Project number: 2008-779
Project Status:
Completed
Budget expenditure: $117,802.75
Principal Investigator: Nick Danenberg
Organisation: University of Adelaide
Project start/end date: 30 Apr 2009 - 30 Apr 2011
Contact:
FRDC

Need

It has been acknowledged that the seafood industry is facing increased threats. Thus, the industry needs to attract more people to eat more seafood and on a more regular basis. To do this requires that the industry completely understand and anticipate what consumers value and demand, so that it can take advantage of changing consumer dietary preferences. Therefore, the industry will be better able to add value to seafood products to fulfil this demand, which will ultimately improve the industry’s profitability.

Therefore, there is a need for the seafood industry as a whole to:

• track seafood consumption—over time; more regularly; with complete geographical coverage of all major Australian cities; with greater coverage of all demographic groups; and using a panel of participants to measure real changes in their consumption and what caused such changes;
• understand consumers’ preferences and purchase patterns (and the changes over time), including light- and non-seafood buyers;
• focus on what consumers do, and the choices that they make, rather than just on what they say they will do;
• anticipate and predict chances of success for new products, including messages to do with concepts such as eco-labelling, health claims, sustainability, animal welfare, food miles, quality rating system, freshness index and so on. Ideally, this is done early in the R&D process, before too much money and resources have been spent, or where there is a risk of visible (and damaging) market failure;
• assess the effectiveness of promotional activities;
• build on the previous work of the FRDC in testing and quantifying various recommendations of these reports, especially those related to adding value to products (e.g., deboning fillets and ready-to-heat options);
• better estimate the likely market acceptance (e.g., willingness to pay, market share and differential segment response) of value added innovations.

Objectives

1. Measure seafood consumption levels and patterns including consumers' knowledge and preferences for seafood (Benchmark and track changes over time)
2. Measure consumer acceptance (in terms of consumers’ willingness to pay, the expected market share, segmentation, importance of product features) and forecast the demand for a range of innovative seafood products, packaging, and services
3. Determine the relative impact of different advertising, promotional messages (e.g., health benefits, sustainability and other environmental claims, etc), education programs and the extent those messages would be valued by the consumers
Industry
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PROJECT NUMBER • 2008-794.30
PROJECT STATUS:
COMPLETED

SCRC: Retail Transformation: Identifying opportunities for creating consumer focused Australian Salmon value added products. (Curtin)

There are many different factors that affect fish purchasing decisions. These range from personal preferences for sensory characteristics to environmental and financial concerns. In understanding why a particular species of fish is or is not popular in the market place all these influencing factors...
ORGANISATION:
Curtin University
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