Marketing Characteristics Associated With Seafood Counters in Grocery Stores

Abstract

This study provides a benchmark analysis of seafood counter characteristics corresponding to the peaking of per capita seafood demand in the U.S. Logistic regression results show separate seafood counters are less likely in small stores, in rural stores, and in stores in low or medium income areas. Chain stores and stores with a significant number of non-white customers were more likely to have a seafood counter. Stores in the East South Central region were less likely, and stores in New England more likely, to have a seafood counter. The likelihood that stores will develop seafood counters was related to differences in sales volume, floor space, urban/rural location, income level of clients and regional location. Continuing innovations in marketing technology of seafood counters are likely to provide expanded marketing opportunities in the future.