PREFACE 



While the trend of total canned fish production in the United 

 States has been generally upweurd since the end of World War II, the 

 fortunes of the various canned fish industries have been diverse. 

 Canned tuna, the leader, has been breaking production records but has 

 been encountering increasing ccanpetition from Japanese imports. An 

 acute supply problem grips the canned salmon industry and the market- 

 ing problems mainly ensue from a decline in the salmon runs. Canned 

 sardines, and particularly the CsLlifomia sardine industry, is con- 

 fronted with both supply problems £uid the loss of traditional markets. 



Marketing research has something to offer the ceuaned fish 

 industries. Indeed, the most apparent conmon denominator in the 

 marketing problems of all these industries is their need for better 

 merchandising methods. 



The prime objective of this market research study is to 

 aid the domestic canned fish industries to expand markets for their 

 products. Results and findings of the study are especieilly directed 

 toward the improvement of promotional and merchandising techniques. 

 However, the study has also a direct beeuring upon other important 

 aspects of ceuined fish marketing such as the adaptation of the 

 product to meet specific consumer preferences. 



This report describes the results of a survey of the 

 motivational factors which influence the btiying habits of household 

 consumers of canned sailmon. The survey also examines the buying 

 habits of household consumers of canned tuna and sardines. Separate 

 reports have been issued for those products. 



The study was made by the A. J. Wood Research Corporation 

 of Philadelphia, Pennsylvania, under contract to the United States 

 Bureau of Commercial Fisheries. It was financed with funds made 

 available xinder the Saltonstall -Kennedy Act, approved July 1, 195^ 

 (68 Stat. 376). 



The survey was conducted under the general supei^sion 

 of Walter H. Stolting, Chief, Branch of Economics. Preliminary 

 statistical and planning work was done by Adolph Scolnick, Analytical 

 Statistician. The report was edited and adapted for publication by 

 Alton T, Murray and Preuis L. Widerstrom, Jr., Economists. 



