TABLE OF CONTENTS 



Page 



Introduction 1 



Consiimer preferences for canned tuna : 2 



Use of canned tuna 2 



Style preference 3 



Color preference it 



Can size h 



Tuna packed in oil h 



Tuna packed in brine 5 



Buying habits 6 



Serving habits 6 



Recipe sources 7 



Ordering of tuna in public eating places 7 



Reasons for not using or seldom using tuna 7 



Canned tuna advertising 8 



Personal characteristics 9 



Motivational analysis : 11 



Determining the product image 11 



Measuring the motivational difference 11 



Index of possible market gain 12 



Observations based on computed indexes of possible 



market gain 12 



Suggestions 13 



Tables 13 



^atistical tables ; c 15 



Use of canned tuna : 15 



Table 1. — What kind of canned fish do you like best? . 1$ 

 Table 2. — During the last 12 months have you served 



canned tuna? IS 



Table 3. --During the past h weeks, about how often 



did you serve canned tuna? 16 



Table h. — ".vTio in your family eats tuna? 16 



Style preference : 17 



Table 5. — '/Jhich style of canned tuna do you like best? 17 

 Table 6. — Haw often do you buy that style of tuna? 



(Tuna users by style preferred) 17 



Table 7.— How often do you buy that style of tuna? 



(Tuna users who like ... style best) .... 18 

 Table Q.—vJhy do you like this particular style 



of tuna? 19 



Color preference: 20 



Table 9. — l-yTiich color tuna do you like best? 20 



Table 10.-- Ho>.' often do you buy that color tuna? 20 



Table ll.-4«Jhy do you like this particular color tuna? 21 



