PREFACE 



l/hile the trend of total canned fish production in the 

 United States has been generally upward since the end of World War 

 II, the fortunes of the various canned fish industries have been 

 diverse. Canned tuna, the leader, has been breaking production 

 records but has been encountering increasing competition from 

 Japanese imports. On the other hand, the scarcity of salmon ij 

 a major problem of the canned salmon industry. The canned sardine 

 industry and particularly the California sardine industry, is 

 confronted with both supply problems and the loss of traditional 

 markets , 



The prime objective of this m.arket 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 survey of the 

 motivational factors which influence the buying habits of house- 

 hold consumers of canned tuna. The survey also examines the buying 

 habits of household consumers of canned salmon and sardines. 

 Separate reports will be issued for those products. 



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

 of Philadelphia, Pennsylvania, under contract to the U, S, Bureau 

 of Commercial Fisheries. It was financed with funds made available 

 under the Saltonstall-Kennedy Act, approved July 1, 195^4. 

 (68 Stat. 376) 



The survey was conducted under the general supervision 

 of V/alter H. Stolting, Chief, Branch of Economics. Preliminary 

 statistical and planning work was done by Adolph Scolnick, Analytical 

 Statistician. The report was edited and adapted for publication by 

 Alton T, Murray and Frans L. v;iderstrom, Jr., Economists. 



