TABLE OF CONTENTS 



Page 



Introduction 1 



Consumer preferences for ceinned sardines : 2 



Use of canned sardines 2 



Sardine pack preference 3 



Sardine size preference 3 



Domestic versus imported sardines k 



Buying habits k 



Serving habits ^ 



Interest In saxdlne-paste spread 6 



Recipe sources 6 



Ordering sardines in public eating places 6 



Reasons for not using or seldom using cemned sardines 6 



Canned sardine adveirtislng 6 



Personal characteristics 7 



The sardine can: 7 



Si ze of can 7 



Cans vlth and without keys 8 



Sardine can illustrations 8 



Maine versus California sardines : 8 



Preferences 8 



Appearance of California sardines 8 



Appearance of Maine sardines 8 



Comparison of Maine and California sardine users 8 



Race, income^ and sardine use: 9 



Objective 9 



Method 9 



Consumer preferences 9 



Use of canned f 1 sh 9 



Consumer product attitudes 10 



Orangeburg County restilts : 10 



Purpose 10 



Use of CEUined sardines 10 



Sardine pack preference 10 



Sardine si ze preference 11 



Domestic versus imported sardines 11 



Serving habits 11 



Maine versus California sardines 11 



Motivational analysis : 12 



Determining the product image 12 



Measuring the motivational difference 13 



Index of possible market gain 13 



Observations based on computed Indexes of possible market 



gain 13 



Suggestions 13 



Tables 15 



