ABSTRACT 



This report contains the results of a marketing 

 research study directed toward the i^nprovement of pro- 

 motional and merchandising techniques for the marketing of 

 canned tuna. 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. Public acceptance of canned tuna 

 packed in brine as compared with consumer response for 

 canned tuna packed in oil is investigated. The report con- 

 tains specific suggestions for an advertising program 

 directed toward increasing tuna consumption among consumers 

 already using tuna, and among light and sporadic user groups, 



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