Most important among these factors were size and color of shrimp, with 

 freshness and taste of product following next. The proportion of retailers, 

 on the other hand, who did ascribe special importance to quality character- 

 istics in connection with the marketing of shrimp was rather small. 



An idea of consumer preferences for individual shrimp products 

 was obtained by having the retailers rank fresh shrimp and seven processed 

 shrimp products in order of their popularity in the retail market. The 

 ranking which is reproduced below reveals that frozen uncooked breaded 

 shrimp was listed first by 27 percent of the retailers. Fresh shrimp, 

 which was ranked first by 25 percent of the respondents, did poorly as 

 alternate choice. Although packaged frozen headless shrimp was ranked 

 only in fourth place as first consumer choice, it was decidedly the 

 most popular product in the opinion of the retailers when alternate 

 choices were taken into consideration, (see table VI-11) 



TABLE VI - 11. --RETAILER RANKING OF CONSUMER 

 PREFERENCE FOR SHRIMP PRODUCTS, 1955 



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