TABLE VI - h.—SECONDARI VJHOLESALERS* PACKAGE SIZE 

 PREFERENCES FOR SWIMP PRODUCTS AND REASONS STATED 

 FOR SUCH PREFERENCES (IN ORDER OF IMPORTANCE), 1955 



Part B 



Frozen shrimp 



16 oz. - More profit 

 Good demand 

 12 oz. - Customer demand 



Cooked breaded 



Uncooked breaded 



Specialty 



10 oz. - Customer demand 

 More profit 

 Customer demand 

 Ease of preparation 



Customer demand 

 More profit 

 Customer demand 

 Customer demand 



Customer demand 

 Customer demand 



Among the efforts to feature shrimp products joint wholesaler- 

 retailer promotion held the most promising prospects, according to the 

 wholesaler respondents. In addition, introduction of new specialty prod- 

 ucts, price reductions, and emphasis on brand names — specifically for 

 canned shrimp — and on high quality in the advertising appeal, were all 

 considered helpful from a promotional standpoint. 



About 17 percent of the wholesaler respondents occasionally 

 joined retailers in featuring shrimp as a loss leader over the 18 months 

 preceding the date of the interview. Breaded shrimp — uncooked and cooked— 

 were the products most frequently featvired in this manner. The special 

 arrangements made with retailers and restaurants in featuring shrimp 

 products included the following: 



Joint merchandising 

 Advertising allowances 

 Special cooperative ordering 

 Cooperative delivery 

 Joint pricing 

 Price reductions 



There was marked agreement between secondary wholesalers and 

 retailers concerning the factors which had the greatest bearing on consumer 

 demand for shrimp products. People in the trade believe that lower prices, 

 higher average incomes, and the increased realization on the part of the 

 housewife that shrimp dishes are easily prepared, tasty, and very nutritious, 

 are primarily responsible for the growing favor shrimp have found among 

 American consumers within the last decade. 



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