Consumers’ Shrimp Purchasing Preferences: An Application of Conjoint Analysis

Abstract

The U.S. shrimp farming industry has been developing in Southern states in response to domestic market demand for shrimp. Shrimp farmers have expressed interest in marketing fresh, whole shrimp directly to consumers. This study employed a mail survey and conjoint analysis to quantify the utility value and relative importance of key, farmer-controlled shrimp attributes: size, refrigeration state, form, and price. Almost all survey respondents (96%) indicated that a member of their household eats shrimp, and 84% purchase shrimp for at-home consumption. The conjoint analysis results suggest that large (26–35 tails per lb. count), fresh, whole shrimp should receive favorable consumer acceptance.