Justified because there is an interest in 

 converting not only the never users into 

 regular users but also to transform the 

 light users into heavy users of canned 

 salmon. 



In addition, it should be recalled that 

 Birmingham is primarily a pink- salmon 

 market, Boston a red-seOmon market, and 

 Detroit a mixed red salmon and pink salmon 

 market. 



There is considerable agreement among 

 the respondents in the three cities regard- 

 ing the primary motives for using canned 

 salmon. "Good flavor" is the leading 

 motive in all three cities suid is clearly 

 the most important. "Salmon has many uses," 

 "is not hard to make look good," "is not 

 undesirably oily, " and "is a food of high 

 quality" are among the leaders in each city. 

 Ease of preparation is much more important 

 in Birmingham and Detroit than In Boston. 

 On the other hand, the sense qualities of 

 aftertaste and smell axe somevhat more 

 Important In the latter city. 



Index of Possible 

 Market Gain 



As a third step, the extent to vhlch 

 a motivating characteristic is already 

 attributed to the product by hosBemakers 

 must be measured. £/ Conversely, the pro- 

 portion of homemakers vho are to be con- 

 vinced that canned salmon has a specific 

 desirable quality must be established. It 

 is in this group that the potential market 

 gain is greatest. The result of multiply- 

 ing the motivational difference by the 

 potential to be convinced yields an index 

 of the possible market gain. 



Observations Based on 

 Computed Indexes of 

 Possible Market Gain 



Only the items "salmon has many uses," 

 "salmon is eaten often by sick people," and 

 "salmon has a good flavor" are among the 

 leading Indexes for the three cities. "Oie 

 remaining items are listed for only one or 

 two of the cities. This is expledned for 

 the most part by the fact that the survey 

 cities are separated widely and located in 

 different regions of the country. The 

 variations in the listings among cities are 

 a reflection of differences in socio-eco- 

 nomic characteristics and market behavior. 



Ij/ Ihere is no need to try to convince 

 that sector of the public that a prod- 

 uct has a certain characteristic when 

 everyone within the sector recognizes 

 that this Is the case. 



Four of the five leading indexes for 

 Boston and Detroit sure the same. Biree of 

 these four are "salmon has a good flavor," 

 "salmon has a pleasant aftertaste," and 

 "salmon does not leave a bad odor in the 

 refrigerator." None of these items 

 appears among the leaders for Birmin^iam, 

 although "salmon does not have an unpleas- 

 ant smell" is coomon to both Birmingham 

 and Boston in the over-all listings. 



"Hie idea that salmon is not expensive 

 compared with other canned fish is impor- 

 tant in the red- salmon markets of Boston 

 and Detroit. 



Pink-salmon bremd differences are not 

 considered Important. A leading index in 

 Birmingham and Detroit (a predominantly 

 pink-salmon market and a mixed pink and 

 red salmon market, respectively) indicates 

 that salmon need not be a well-known brand 

 to be considered good by these constmiers. 



It is significant to note that the 

 items "salmon is a food of high quality, " 

 "salmon is a convenient food," "salmon is 

 used by Inexperienced cooks," and "salmon 

 is a food for poorer people" are not listed 

 among the leading indexes for any of the 

 three cities. 



In Birmingham and Boston, it is 

 advantageous to convince consumers that 

 canned salmon is a good diet food. 



SUGGESTIONS 



The following suggestions have been 

 derived from the auELLysis smd sxmmary of 

 the data: 



Only a relatively small proportion of 

 the consuming public has been exposed to 

 prcmotlonal or advertising material for 

 canned salmon. There is also evidence that 

 a consumer educational program of consider- 

 able magnitude is necessary if the use of 

 salmon is to be Increased to any appreci- 

 able degree. Because of the limited 



