TABLE OF CONTENTS 



Page 



Introduction l 



Consumer preferences for caxined salmon: 2 



Use of canned salmon 2 



Can si ze preference 3 



Color preference 3 



Buying habits i;. 



Serving habits ^ 



Recipe sources ^ 



Ordering salmon In public eating places 6 



Reasons for not using or seldom using salmon 6 



Canned salmon adveirtlslng 6 



Personal chetracterl sties of salmon-user households 6 



Motivational analysis : 7 



Determining the product Image 7 



Measuring the motivational difference 8 



Index of possible Biarket gain 9 



Observations based on computed Indexes of possible 



market gain 9 



Suggestions : 9 



Tables 11 



Statistical tables : 13 



Use of canned salmon: 13 



Table 1. --Which kind of canned fish do you like best? 13 

 Table 2. — IXiring the last twelve months have you 



served csuined ssQjnon? 13 



Table 3. — During the past four weeks, about how often 



did you serve cemned salmon? ll»- 



Table k. — Who in your family eats canned salmon? ik 



Can size preference: 15 



Table 5. — Which salmon can size do you buy? 15 



Table 6. --How adequate is this salmon can size for 



your purposes ? 15 



Table 7. --Would you prefer another can size? l6 



Table 8. --About what size can woxild you prefer? l6 



Color preference : 17 



Table 9« — Which color of canned salmon do you prefer? 17 

 Table 10. — Which color canned salmon do you like 



better? 17 



Table 11. — Do you usxially buy that color salmon or do 



you sometimes buy another color? l8 



Table 12. — Why do you sometimes buy a color other than 



yovir preference? 19 



