Detroit said they would be induced to serve 

 tuna more often if the price were lower. 

 On the other hand, iil percent of the users 

 in Bimingham, 57 percent in Boston, and 

 56 percent in Detroit said nothing would 

 induce them to serve more tuna. 



Recipe Sources 



Friends were reported to be the main 

 source of information for tuna recipes in 

 all three cities. Can labels, which 

 ranked below both newspapers and magazine 

 sources in all three cities, were mentioned 

 by 18 percent of the tuna users in Birming- 

 ham, 7 percent in Boston, and 19 percent in 

 Detroit. Television and radio ranked lower 

 than can labejs in all three cities as a 

 source of tuna recipes. 



Ordering of Tuna in Public Eating Places 



In the two months prior to the inter- 

 view, IL percent of the tuna users in 

 Birmingham, 18 percent in Boston, and 17 

 percent in Detroit reported ordering tuna 

 in a public eating place. More than 3 out 

 of h of these people in each of the cities 

 ordered tuna from 1 to 3 times during this 

 period. More than Ii out of 5 ordered tuna 

 sandwiches in Boston and Detroit, while in 

 Birmingham only hii percent ordered a tuna 

 Siindwich and 62 percent ordered a tuna 

 salad during this same period. 



Percentage of tuna users 



10 



15 



20 



Boston 



Detroit 



Birm Ingham 



FIGURE V. —PERCENTAGE OF TUNA USERS 

 ORDERING TUNA IN A PUBLIC EATING PUCE 



Friday is the leading day of the week 

 on which tuna is ordered in a public 

 eating place in both Boston, 75 percent, 

 and Detroit, 56 percent. V.'ednesday is the 

 second most important dey in each of these 

 two cities. However, in Biiningham, Mon- 

 day, Friday, and Saturday were mentioned 

 with almost equal frequency as the leading 

 days on which tuna was ordered in a public 

 eating place. This differential behavior 

 is related to religious affiliation of the 

 respondents. In Boston, 58 percent of the 

 respondents wei^ Catholic; 3^1 percent in 

 Itetroit; and only 6 percent in Birmingham. 



Percentage of 

 respondents 



60 

 50 

 UO 

 30 

 20 



10 _ 



Boston Detroit Birming- 

 ham 



FIGURE VI . —PERCENTAGE OF RESPONDENTS 

 OF THE CATHOLIC RELIGION 



For the most part, tuna was ordered 

 for lunch by the respondents eating tuna 

 in a public eating place. 



Reasons for Not Using or Seldom Using Tuna 



/Flotivational Research tech- 

 niques—the open question and 



