International Institute of Fisheries Economics and Trade
Abstract
Since 2004, the French fishery field has had to cope with a levelling off of
consumption of fresh seafood products whereas the consumption of processed seafood
products is increasing. Nowadays, consumers prefer easier products: fresh deli products,
easy to cook or ready to consume. Therefore, fresh seafood products do not seem to
fulfil current consumer demand intrinsically (aspect, taste) and extrinsically (cooking
methods, use, origin, brand and price). In order to understand the evolution of
behaviour, motivation and consumers’ needs, several behavioural studies have been
conducted within the COGEPECHE research programme. In our article we focus on
three of them: focus groups, trade off and cognitive map.
This study has been carried out using an innovative methodology. First, focus groups
were organized to evaluate cognitive, emotional and prospective behaviours. Then, the
drivers and discriminate criteria of purchasing behaviour were analysed by the trade off
method. A cognitive map was created in order to understand consumer expectations
when purchasing seafood.
Such association allowed us to highlight consumers’ purchasing criteria (price,
freshness). However, dissonances have been shown between consumers’ declarations
and their behaviour. As a whole, these methods have pointed out the lack of consumers’
knowledge about seafood products. Five general motives for seafood choices have been
noted: safety, pleasure, health, convenience and ethics.Keywords: Consumer Behavior, Markets and Trade, Fisheries EconomicsKeywords: Consumer Behavior, Markets and Trade, Fisheries Economic
