Consumer Choice for Fresh Fish: Factors Affecting Purchase Decisions

Abstract

A consumer survey of the northeastern United States was conducted to gather market information regarding the decision to purchase fresh hybrid striped bass, trout and salmon. Logit techniques were used to model the experience, perceptions, preferences, and choices of consumers for seafood products based on a modified evoked set framework. Factors such as knowledge that the products are farm-raised, having previous experience with purchasing seafood along with the perception that seafood is healthful with good taste were found to significantly influence the consumer's decision to purchase these finfish products. The results of this study and the techniques used allow market researchers to objectively quantify the impact of experience, perceptions, and preferences of products on the ultimate decision of the consumer to purchase fresh hybrid striped bass, trout and salmon products.