Promotion and Consumer Demand 



Nearly one out of every four stores promoted other fishery 

 products more intensively than shrimp. In particular, these fish suid 

 shellfish products, in order of the frequency vlth vhich they vrere 

 mentioned by the respondents, were: 



Frozen fish LoceLLly caught fish 



Fresh fish Oysters 



Tuna Clams 



Fish sticks Crabs 



Salmon Smoked fish 



In contrast with the above, more thcin one- fourth of all 

 respondents indicated that they made si)ecial efforts to promote 

 shrimp products. These efforts related to specisil window signs, bigger 

 displays, newspaper advertisements, delivery service as well as special 

 sales at lowered prices and joint promotion with other retailers. 



Joint promotion with other retailers was listed as the most 

 promising means for boosting sales of shrimp. Other changes in market- 

 ing methods ■vAich were considered helpful from a promotional angle were: 

 more attractive packaiging, addition of more packages one pound or 

 smaller and of new specialty products to the line, additional display 

 facilities, and increased advertising. 



The types of s8LLes promotion for shrimp products used by 

 retailers, and the percentage of retailers using each type, are listed 

 below. Promotion in local newspapers, store featiires, and the distri- 

 bution of lescflets were by far the most important means of featiiring 

 the sale of shrimp products. With the exception of a small fraction 

 of outlets there was rather general agreement that stepped-up advertising 

 would benefit demand, (see table VI-13) 



TABLE VI - 13. --TYPES OF PROMOTIONAL ACTIVITY 

 ENGAGED IN BY RETAIL FOOD STORES HANDLING 

 SHRIMP AND SHRIMP PRODUCTS, AND PERCENT OF 

 STORES IN SAMPLE LISTING EACH ACTIVITY, 1955 



Type of Percent of 



promotional activity stores listing 



Local newspaper 46.7 



Store feature kh.^ 



Leaflets 22.6 



Verbal promotion 11.6 



Brand name 8.3 



Local TV 8.0 



Local radio 5^2 



Coupons 3*7 



Wholesale allowance 3»5 



House to house 2,0 



Retailer brand O.7 



k6 



