Such predilection for a particular brand as is 

 represented by affirmative responses to the question occurred 

 among a higher percentage of tuna users than among users of 

 the other three products as shown below: 



Percent of Users Serving Product 

 in Past 12 Months Who Look For a 

 Product Particular Brand 



Tuna 58.5 



Salmon Itl.U 



Sardines 3U.9 



Shrimp 36.2 



2» Region . For tuna and salmon percentages of respond- 

 ents who looked for particular brands were higher in the Northeast 

 and South than the North Central and Western Regions. 



For sardines, the Northeast was 11% above the national 

 average, the South 1% below. In the case of shrimp, the West had 

 a 9% greater percentage of households looking for a brand than the 

 average, the Northeast being h% above and the North Central and 

 Southern Areas definitely below. 



3. Income and City-Size . Looking or asking for brand 

 increased progressively among users of tuna$ salmon, and sardines 

 as income increased. For all three products, it was also higher 

 in cities and towns over 2,?00 than in rural areas. 



The above appears to indicate that promotional efforts 

 to establish brand preferences in these products can be successful 

 to some extent in spite of their being "natural" rather than manu- 

 factured products, though the possibilities in this respect may be 

 more limited than with products where greater differentiation in 

 the processing of the merchandise can be achieved. 



22 



