Quality not 

 uniform 



Price too high 



Wrap inadequate 



Moisture content 

 not uniform 



Package size 

 not uniform 



Too moist 

 Other 



37.7^ 



FIGURE - 11. — Complaints of retailers about smoked fish, 

 Pacific Coast States, 195^ 



General Findings 



Only about one out of four retailers did any promotion or adver- 

 tising of fish. Advertising was more common among supermarkets. Newspapers 

 were the most frequently used advertising medium. 



Approximately 52 percent of total fish sales (value) at retail 

 were fresh fish, hh percent were frozen, and U percent were smoked. Fish 

 sales represented 0.76 of one percent of the total store volume. 



Retailer-Suggested Marketing Iti^rovements 



Marketing improvements suggested by retailers included the 



following: 



(1) more frequent deliveries by wholesalers; 



(2) improved packaging material for prepackaged fresh fish; 



(3) more advertising by wholesalers; and 



{k) greater standardization of packages for frozen fish. 



15 



