Ordering Salaon In Public Eating Places 



Only 5 percent or less of the salmon- 

 user respondents In each of the cities 

 reported that they had ordered salmon In 

 a public eating place during the tvo months 

 preceding the interview. Approximately the 

 same proportion Indicated that someone else 

 eating with them had placed a sliollar order 

 within the same period. 



Reasons for Wot Using 

 or Seldom Using Salmon 



Motivational research 

 techniques - the open question 

 emd the probe - were used to 

 great advantage ^en the sur- 

 vey sou^t the reasons for not 

 uslng^ seldom using or dis- 

 continuing the vise of canned 

 salmon. 



Ihe "never users" (those who had not 

 used salmon in the 12 months prior to the 

 Interview) were asked if there was emy 

 special reason why they did not use salmon. 

 A substemtial majority of these hcmemakers- 

 80 percent in Boston, 68 percent in Detroit, 

 and 6k percent in Birmingham — gave reasons 

 indicating the product was unattractive. 

 "Price too high" was mentioned by 24 per- 

 cent in Detroit and by 11 percent in both 

 Birmingham and Boston. Reasons related to 

 health were given by 18 percent in Birming- 

 ham, 10 percent in Boston, and 8 percent 

 in Dstroit. 



More than one-half of the "never- 

 users" in Birmingham and Detroit and 37 

 percent in Boston had used canned salmon 

 some time in the past. The respondents In 

 this group indicated that they had stopped 

 using the product for one or more of the 

 following reasons: did not like it; a 

 reduction in the size of the family; too 

 expensive; health or diet reasons. 



Tbe reasons for using salmon infre- 

 quently as reported by the "sporadic users" 

 (those who had served salmon in the 12 

 months prior to the interview) dealt msdnly 

 with the unattractiveness of the product. 

 Approximately one -half of the responses 

 given by sporadic users were in this 

 category. Price was mentioned by 29 per- 

 cent in Detroit, I9 percent in Birmingham, 

 and 12 percent in Boston. Nearly one -half 



of the sporadic users in Birmingham and 

 Detroit, and one-fourth in Boston indi- 

 cated that they had used salmon more 

 frequently in the past. Tbe current 

 practice of decreasing their servings of 

 salmon was attributed to high price or a 

 reduction in the size of the family. 



More than 8 out of 10 of the 

 Birmingham non-users ("never users" ajid 

 "sporadic users" combined) and 7 out of 

 10 of the Detroit non -users reported that 

 at least one member of the household liked 

 salmon, a lower ration was observed for 

 those answering this question in the 

 Boston group. 



Canned Salmon Advertising 



Only about one-third of the homemakers 

 in Birmingham and Detroit and one-fourth of 

 those in Boston have seen or heard any 

 advertising for canned salmon. Newspapers 

 were mentioned most frequently by those 

 exposed to advertising in Birmingham and 

 Detroit, followed by magazines and tele- 

 vision. In Boston, magazines were men- 

 tioned most frequently, followed by 

 newspapers and television. 



Tb.» proportion of respondents ^o said 

 they had seen or heeurd advertising for 

 canned salmon Increased with the frequency 

 of their salmon consumption. In Birmlnghm^ 

 this Increase was from 2k percent among the 

 "never users" to k3 percent for the "heavy 

 users"; in Boston, from ik percent to 3^ 

 percent; and in Detroit, from 28 percent 

 to 37 percent. 



Personal Characteristics 

 of Salmon-User Households 



The socio-economic characteristics of 

 the households and homemakers in all three 

 cities differed considerably with respect 

 to race, religion, income, nativity of 

 parents, employment status, and education. 

 In Birmingham, 36 percent of the house- 

 holds were Negro, compared with 19 percent 

 in Detroit emd only 2 percent in Boston. 



In Birmingham 6 percent were Catholic 

 as conQ>ared to 3^^ percent in Detroit and 

 38 percent in Boston. Ibe remainder com- 

 prised families of the Protestant religion, 

 for the most part. A significantly hl^er 

 proportion of the Birmingham families have 



