PREFACE 



While the trend of total canned fish production in the 

 United States has been generally upward since the end of World Max II, 

 the fortunes of the various cemned fish industries have been diverse. 

 Ceinned tuna, the leader, has been breaking production records but has 

 been encountering increasing competition from Japanese imports. An 

 acute supply problem grips the canned salmon industry and the market- 

 ing problems mainly ensue from a decline in the salmon runs. Canned 

 sardines, and particularly the California sardine industry, is con- 

 fronted with both supply problems and the loss of traditional markets. 



Marketing reseaurch has something to offer the csmned fish 

 industries. Indeed, the most apparent common denominator in the 

 marketing problems of all these industries is their need for better 

 merchandising methods. 



The prime objective of this market research study is to aid 

 the domestic canned fish industries to expand markets for their products, 

 Results and findings of the study are especially directed toward the 

 improvement of promotional and merchandising techniques. However, the 

 study has also a direct bearing upon other important aspects of canned 

 fish marketing such as the adaptation of the product to meet specific 

 consumer preferences. 



This report describes the results of a svurvey of vrtiat 

 induces the consumer to buy canned sardines (or the motivational 

 factors which influence the buying habits of household consumers 

 of canned sardines). The survey also examines the buying habits 

 of household consumers of canned salmon and tuna. Separate 

 reports have been issued for those products. 



The study was made by the A. J. Wood Research Corporation 

 of Philadelphia, Pa., under contract to the United States Bureau of 

 CommerciaLL Fisheries. It was financed with funds made available 

 under the Saltonstall-Kennedy Act, approved July 1, 195^ (68 Stat. 

 376). 



The survey was conducted under the general supervision 

 of Walter H. Stolting, Chief, Branch of Economics. Preliminary 

 statistical and planning work was done by Adolph Scolnick, 

 Analyticed. Statisticism. The report was edited and adapted for 

 publication by Alton T. Murray and Frans L. Widerstrom, Jr., 

 Economists. 



