Specifically, the survey was designed 

 to elicit detailed answers to such ques- 

 tions as: why consumers decided to buy or 

 not to buy certain canned fishery items; 

 whether or not shoppers for canned fish 

 and shellfish were motivated by advertise- 

 ments or labels; the influence of income on 

 buying habits and other marketing factors. 

 Then there were the "how many people do 

 vrhat" questions to find out consumers' 

 preferences for size of can; tj^pe of pack- 

 age; kind of oil in which fish are canned; 

 color; text;ire; and other characteristics 

 of canned fishery products. 



among consumers in Boston and 'Jetroit, but 

 in Birmingham tuna and salmon were about 

 equal in consumer esteem. In Boston, 56 

 percent of all respondents in the survey 

 said they liked tuna best; only 1? percent 

 named salmon. In Detroit, hi percent 

 liked tuna best, followed by salmon with 

 27 percent. In Birraingham, t'ona and salmon 

 tied for the first place with li2 percent 

 each. Canned shrimp and sardines trailed 

 far behind tuna and salmon in order of 

 consumer preference in all three cities, 



■.■■'ith regard to actual use, the survey 

 revealed that 21 percent of all households 

 in Birmingham and 13 percent in both 

 Boston and Detroit had not used canned 

 tuna in the 12 months prior to the inter- 

 viet-rs. For purposes of statistical 

 analyses, these households were classified 

 as "never users" of canned tuna. Of those 

 who had used canned tuna in the 12 months 



Percentage of 

 respondents 



60 



Boston 



:tetroit 



Birmingham 



FIGURE I.— CONSUMER PREFERENCES FOR CANNED TUNA AND CANNED SAMON 

 CONSUMER PREFERMCES FOR CANNED TUNA 1/ 



Use of Canned Tuna 



Tuna is the most popular canned fish 



1/ Tables containing data referred to in 

 this section are given on pages I5-Ul and 

 an explanation of the tables on page 13. 



prior to the interview, 65 percent in 

 Birmingham, 82 percent in Boston, and 81 

 percent in Detroit had used it in the 

 It weeks immediately prior to the inter - 

 view. These latter households were 



