Marketing research paradigms for aquaculture

Abstract

A basic premise of this review is that the traditional agricultural economics marketing research paradigm is of limited value for addressing many of the key marketing issues affecting aquaculture. These issues include how to get consumers to recognize and accept new or slightly differentiated products, and how to design products that more nearly match consumer preferences. Accordingly, we stress an ‘industrial style’ market‐development approach to aquacultural marketing research that emphasizes product differentiation and market segmentation. The focus is pragmatic in that we bring into play managerial strategies (e.g. demand‐function modification and segment development) that are integral to implementing research findings. Empirical studies pertaining to seafood demand and preference articulation are selectively reviewed to illustrate concepts and to highlight research applications.