canned salmon within the past four weeks. 

 The term, therefore, includes both light 

 users and heavy users.) 



DISTRIBOTION OF SAIWON USER C»OUPS, 



BY FREQUENCY OF USE, BIRMINGBAM, 



BOSTON, AND IffiTROIT, 1959 



l/ Referred to in text as "salmon users". 



lliere was a slight variation in the 

 frequency of serving canned salmon in the 

 past four weeks among the three cities. 

 The salmon-user households in Birmingham 

 averaged 2.3 servings per household during 

 this period, compared with 2.0 servings in 

 both Boston and Detroit. 



Salmon Is eaten by all family members 

 In 88 percent of the salmon-user households 

 in Detroit, dh percent in Birmln^iam, and 

 73 percent in Boston. 



Can Size Preference 



The majority of salmon users in 

 Birmingham, 68 percent, and in Detroit, 78 

 percent, usvially buy the product packed in 

 1 -pound cans. TSxe 7-3/'* ounce can size 

 ranks next in popularity among one-third 

 of the Birmingham users and one-sixth of 

 those in Detroit. In Boston, consumer 

 preference is divided almost evenly be- 

 tween the l-po\ind size, U8 percent, and 

 the 7-3/U-ovuice size, U5 percent. The 

 sma ll 3-3A-ounce size is purchased by 

 only 10 percent of the Boston users, 7 per- 

 cent of the Detroit group, and 1 percent in 

 Blimlngham. 



Consumers are well satisfied with their 

 can size selections. Approximately 90 per- 

 cent of the salmon users in all three 

 cities were of the opinion that the 



preferred can size was "about right" for 

 their needs. 



When the salmon users were asked 

 specifically if they would prefer another 

 c&a size, approximately 11 percent in each 

 of the cities answered in the affirmative. 

 For the most paz*t, the salmon users who 

 would prefer another can size Indicated 

 that they would choose a larger can than 

 Is now available. More than 60 percent 

 of the users who would like emother can 

 size in Birmingham and Detroit stated that 

 they would select a can of 20 ovmces or 

 more. The proportion stating a preference 

 for another can size in Boston was too 

 small to permit a percentage breakdown to 

 Indicate the size preferred. 



Color Preference 



Birmln^iam is predcmlnantly a pink- 

 salmon 2/ market; 85 percent of the salmon 

 users buy pink sEdmon and only 16 percent 

 buy red seOmon 3/C On the other hand, 

 Boston is a strong red-salmon market, with 

 89 percent usually buying that color smd 

 only 13 percent pink salmon. In Detroit, 

 both colors sure bovight by sizable propor- 

 tions of the user households; red, 60 per- 

 cent cmd pink, k6 percent. 



"Hie salmon color preference 

 distribution is similar to the actual buy- 

 ing by color in the three cities. Red 

 salmon is liked better than pink salmon by 

 95 percent or moire of the red salmon buyers 

 in each of the three cities. However, in 

 Detroit, as many as 20 percent of the pink 

 salmon buyers indicated that they liked 

 red salmon better than pink salmon. In 

 Birmingham, only 6 percent of the pink 

 salmon bviyers liked red salmon better. 



Loyalty to the salmon color preferred 

 is generally strong with 93 percent in 

 Boston, 87 percent in Birmingham, and 8U 

 percent in Detroit usually buying their 



2/ In this report canned "pink" salmon 

 iicludes chum, keta, and other species 

 normally retailing at lower prices than 

 "red" salmon. 



3/ In this report canned red salmon in- 

 cludes sockeye and other salmon classed as 

 red salmon when canned. 



