TAB IE OF CONTENTS 



Page 



Introduction 



Consumer purchases and preferences — .— — — 3 



Fresh fish and shellfish — 3 



Frozen packaged fish and shellfish — _— — 7 



Smoked fish 9 



Product preparation — — — — — — — — — — — — 10 



Retail distribution 11- 



Fresh fish and shellfish 11 



Frozen packaged fish and shellfish lli 



Smoked fish ^ 



General findings — — — — — — — - — — 15 



Retailer-suggested marketing improvements 15 



Wholesale distribution — — — — I6 



Type of wholesalers and products — — — — — _— 16 



Services offered — — — 16 



Facilities used — — — — 17 



Suggestions and opinions offered by wholesalers 17 



Ptecommendations ~~ 19 



Consumer education ~ ~~ 19 



Retailer, wholesaler education — 19 



Service improvement 19 



Product improvement — — ~ 20 



Tables Nos. 1 - 77 - Consumer purchases and preferences 21 



Tables Nos. 78 - 131 - Retail distribution — 75 



Tables Nos. 132 - 166 - '/Jholesale distribution 117 



Appendix A -— __—____———— — - 139 



General procedure and sample design for selecting 

 consumer, retailer, and wholesaler units included 



in the survey -»—_——— — - — — — 139 



Appendix B 1^9 



Instructions for interviewers and specimen survey 



questionnaires — ~ 1^9 



