Value of Brands and Other Attributes: Hedonic Analysis of Retail Frozen Fish in the UK

Abstract

In the frozen processed seafood market, through branding, product forms, and portion sizes, retailers target certain segments of the market, such as families with children, singles, or value-conscious consumers. To investigate how segmented the UK retail frozen seafood market is, this study utilizes a hedonic pricing model applied to scanner data to determine the relative value of attributes such as species, national and private brands, package size, and product and process forms. The results have implications for the seafood supply chain, as retailers influence what products processors produce. They also contribute to the highly diverse demand patterns facing fishermen and aquaculture producers.