for Negro respondents in Detroit were 8h 

 percent, 79 percent, and 8h percent. 



Eighty-seven percent of the Birming- 

 ham Negro respondents in the lowest income 

 class and 97 percent in the higher Income 

 groups had used canned seQjnon during the 

 12 months preceding the interview. In 

 Detroit, 76 percent in the lowest income 

 class, 84 percent in the middle group, and 

 97 percent in the highest income category 

 also reported using canned salmon. 



There is a tendency toward the 

 increased use of sardines by Negro respond- 

 ents as their income increases. In Birming- 

 ham, nearly 80 percent in the lowest income 

 classification and 90 percent in the higher 

 income categories reported serving c£uined 

 sardines in the 12 months prior to the 

 interview. The percentages among Detroit 

 homemakers were 72 percent and 89 percent, 

 respectively. The proportion of \rtilte 

 families using sardines in the 12 months 

 prior to the interview in those cities did 

 not increase with income . However, the 

 proportions using tuna and salmon did 

 increase with increases in income. 



Consumer Product Attitudes 



The association between income and the 

 attitude that sardines &re a food for Ne- 

 groes or poorer people is the opposite of 

 that ^ich was anticipated. As inccane 

 increased among Negroes, the feeling that 

 sardines are a food eaten by Negroes or 

 poor people decreased. The proportion of 

 Birmingham Negroes in the lowest income 

 class who disagreed with the statement that 

 sardines are a food for poorer people was 

 23 percent; in the next higher group, 25 

 percent; and in the highest income classi- 

 fication, U7 percent. 



ORANGEBURG COUNTT RESULTS 



Purpose 



Two hundred Negro households in rural 

 Orangeburg County, S. C, were included in 

 the survey because of the Importeuice of 

 such hoviseholds as a market for canned 

 sardines. The analysis of the results of 

 this phase of the survey indicates differ- 

 ences and similarities between Negro house- 

 holds located in Birmingham and Detroit and. 

 rural households situated in Orangeburg 

 County. 



Use of Canned Sardines 



Two -thirds of the Orangeburg County 

 respondents named salmon as their preferred 

 canned fish; 8 percent, tirna; and ik per- 

 cent, sardines. The proportion choosing 

 sardines was nearly three times that of 

 the over-all average of 5 percent for an 

 respondents in the three cities. 



Only 20 percent of the rural home- 

 makers had not served sardines in the 12 

 months prior to the interview. This per- 

 centage was ccanparable to that for Negro 

 households in Birmingham, 17 percent, and 

 somewhat lower than that of Detroit Negro 

 households, 27 percent. 



The frequency of serving sardines in 

 the ii-«eek period averaged 2.3 times in 

 Orangeburg County and 2.0 times in Negro 

 households in Birmingham and Detroit. All 

 sardine-user respondents in Detroit aver- 

 aged 2.4 servings during the same period; 

 in Birmingham, 2.7 servings. 



Sardines are eaten by all family 

 members in 90 percent of the sardine-user 

 households in Orangeburg County, compared 

 with 76 percent of the Negro households in 

 Birmingham and 64 percent in Detroit. 



Sardine Pack Preference 



Sardines peicked in vegetable oil are 

 the most populeir in Orangeburg County with 

 39 percent of the homemakers reporting 

 this preference. Negro respondents in 

 Birmingham, 56 i>ercent, and Detroit, 78 

 percent, also named the vegetable-oil pack. 

 Natui"al oil and tomato sauce — 21 percent 

 and 19 percent, respectively--are next in 

 popularity in the rural area, followed by 

 olive oil £md mustard sauce at 10 percent 

 each. 



Loyalty to the preferred product is 

 strongest in the rural area and Negro 

 Detroit households where 69 percent of the 

 sardine users remain consistent buyers of 

 the same oil or sauce. The comparable per- 

 centage for Negro user-households in 

 Birmingham is 48 percent. Most of the users 

 in Orangeburg County and those in Birming- 

 ham change either to mustard sauce (62 per- 

 cent and 35 percent, respectively) or to 

 tomato sauce (42 percent and 33 percent, 

 respectively). Among Negro sardine-users 



10 



