Canned Sardines - Principal Findings 



1. Frequency of Use , Although half the households 

 of the country used canned sardines only 13$ served them as 

 often as once a week. There was little variation in these per- 

 centages by region, income or type of area. The percentage of 

 non- whites serving sardines once a week or more was more than 

 double the percentage for white households. 



2. Purchase and Stocks of Sardines . Only about half 

 the users had sardines on hand at the time of the interview. 

 Most of these had one or two cans. Percent of households stock- 

 ing sardines increased consistently with income. 



Nevertheless, the majority of users said they usually 

 purchased three or more cans at a time . This seems to show that 

 purchases were made in quantities in excess of immediate require- 

 ments and kept on hand for a time. 



3. Domestic Versus Imported . Of all users, 26$ did 

 not know whether they used domestic or imported sardines, but U3$ 

 said they used domestic and 31$ imported. In the Northeast the 

 preference for imported was higher than in other regions and the 

 "don't know" percentage was only 18$. The South showed the 

 highest use of domestic sardines. Imported sardines were more 

 popular in metropolitan areas and among higher income consumers. 



k» factors Influencing Choice of Sardines Purchased . 

 Among the influential factors affecting the purchase of sardines, 

 the product in which they are packed was the most important. 

 Price was second in importance, except in the South, where it was 

 the most frequently mentioned reason for making a choice. Other 

 important reasons were habit, taste, preference for imported type, 

 and small size can. 



5. Type of Sauce or Oil . Almost 25% of users of sardines 

 packed in oil did not know what type of oil was used in the canned 

 sardines they usually bought. Among those who did know, soybean 

 oil was the most popular followed closely by olive oil. In the 

 Northeast and West, olive oil was the most popular but there was 

 a strong preference for soybean oil in the North Central and Southern 

 Regions. 



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