ABSTRACT 



This report is a comprehensive survey of the 

 marketing and consumption of fresh, frozen packaged, and 

 smoked fish and shellfish in California, Oregon, and 

 Washington. Consumer purchases and preferences for salmon, 

 halibut, sole, rockfish, and crab in these forms are ex- 

 amined in detail. For example, household purchases of fresh 

 fish and shellfish of these species are analyzed by areas 

 within the states, by income and factors associated with 

 income such as occupation and education, by region of prior 

 residence and duration of residence on the Pacific coast, 

 by religious groups, and by retail outlet where these 

 products were last purchased. Similar analyses are made 

 of the household purchases of frozen packaged and smoked 

 fish and shellfish. 



The retail distribution of fresh fish and shell- 

 fish in the Pacific Coast States is examined with special 

 emphasis on the major problems confronting the retailers 

 handling these products. The selling practices of re- 

 tailers who stock frozen packaged fish are presented in 

 some detail because of the large percentage of retail 

 stores involved. A limited analysis is made of the retail 

 distribution of smoked fishery products. 



The examination of the wholesale distribution 

 of the fishery products included in the study is concerned 

 with the type of wholesalers and type of product, the 

 services offered to retailers, the storage facilities used 

 by wholesalers, and their suggestions and opinions in 

 connection with product improvement and promotion. 



A series of recommendations based on the study 

 are presented. The ijT^iortant areas covered include: 

 consumer education; retailer and wholesaler education; 

 service improvement j and product improvement. 



The pixtject was financed with funds made scvailable 

 by the S alto ns tall -Kennedy Act, approved July 1, 1951; 

 (68 Stat. 376). 



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