181 



Table 1. The values of various product characteristics for frozen 

 whiting fillets for first and second receivers and "small" and 

 "large" wholesalers (Sylvia and Peters 1991 — derived from Table 

 5.5, page 127) . 



Second Receivers 

 Base Attributes 



Value 



Improved Attributes 



Value 



Base price $.66 



Skin-on $.00 



2-4 oz fillet $.10 



2 month supply $.03 



No marketing support $.00 



Base price 



Skin-off 



4-6 oz fillet 



7 month supply 



Marketing support 



$.66 

 $.15 

 $.16 

 $.08 

 $.09 



Total price for "small" 

 second receivers $ . 79 



$1.14 



Total price for "large" 

 second receivers $.73 



$1.08 



12 



