ABSTRACT 



This report contains the results of a marketing 

 research project directed toward the improvement of 

 promotional and merchandising techniques for the marketing 

 of canned sardines. The factors which influence consumers 

 to buy California and Maine sardines are examined in 

 detail. Special emphasis is placed upon motivational 

 analysis using psychological techniques in probing for 

 information as to why consumers are attracted to canned 

 fishery products with certain styles of pack, taste, color, 

 or other attributes. The relationships of race and income 

 to the product image are given psLrticular attention. 



