Serving Habits 



Eighty-eight percent of the salmon 

 users in Detroit, 79 percent in Mnainghan, 

 and 73 percent in Boston indicated that 

 dinner is the meal at vhich canned salmon 

 is served most frequently. The product is 

 populau: also for lunch at home; k2 percent 

 of the users in Birmingham and Boston serve 

 saQjnon for lunch, compared vlth 31 percent 

 in Detroit. Canned salmon is not used ex- 

 tensively for snacXs, lunch taken to work, 

 or for picnics. In Birmingham, 20 percent 

 of the user homemakers serve saOjKsn for 

 breakfast. No respondents in Boston re- 

 ported this particular use of the product. 

 In Detroit, the proportion of breakfast 

 users was only 3 percent. 



A very laurge percentage of the home- 

 makers in user households — nearly 9 out of 

 10 in each of the three cities — indicated 

 that salmon vas served in their hemes vben 

 they were children. 



Tte replies of consumers to an 

 open question, and their responses 

 to the use of the probing technique, 

 revealed the relative Importance 

 of price reductions as a motive 

 for the more frequent use of 

 canned salmon. 



A lower price was mentioned as an in- 

 centive for increasing their use of canned 

 salaon by kk percent of the users in 

 Detroit, 37 percent in Boston, and 36 per- 

 cent in Blrmlnghnm. Nearly one-fifth of 

 the users in Boston indicated that the 

 removal of the Llack skin smd bones at 

 the cannery would provide em inducement 

 for Increased salmon servings; only 3 per- 

 cent in Birmingham and h percent in Detroit 

 expressed similar views. Forty-eight per- 

 cent of the Birminghaa users, k2 percent 

 in Boston, and UO percent in Detroit stated 

 that nothing would Induce them to serve 

 more canned ssLlmon. "Already use it 

 enough" and "don't cblT9 for it too often" 

 were the leading reasons given. 



In giving their answers to a direct 

 question, more than one-fourth of the 

 salmon -user homemakers in each of the three 

 cities indicated that they would use larger 

 quantities, of the less-expensive salmon if 

 the skin and bones were removed. Boston, 



with 36 percent, had the largest 

 proportion of positive responses to 

 this question. 



P«re«nta|[* of 

 ■alaon users 



BlrmtnghsM 



Boston 



Detroit 



FIGURE III. —PERCENTAGE OF SAUION 



USERS WHO STATED THAT NOTHING WOULD 



INDUCE THEM TO SERVE MORE SAMON 



Recipe Sources 



Only one -fifth of the salmon users In 

 the three cities Indicated that they had 

 used a salmon recipe obtained frca a 

 salmon csm. llxe proportion that reported 

 using salmon recipes from aidvertlsements 

 was somewhat larger, amounting to about 

 one-third of the users in Boston and 

 Detroit and one-fourth In Blnalngham. 



