ABSTRACT 



This report contains the results of a marketing 

 research study directed toward the improvement of pro- 

 motional and merchandising techniques for the marketing 

 of canned salmon. Special emphasis is placed upon 

 motivational analysis using psychological techniques in 

 probing for information as to why consumers are attracted 

 to canned fishery products with certain styles of pack, taste, 

 color, or other attributes. The report contains suggestions 

 for regional promotional themes adapted to the needs of 

 specific markets for canned pink and red salmon. 



