Consumer purchase behaviour for oysters: an empirical study in some state capital cities of Australia

Abstract

Oysters represent an excellent source of major nutrients, especially proteins, vitamins and minerals. The consumption of oysters in Australia has not grown enough to match to their increased availability. This study is designed to provide information for the oyster industry to better attract more consumers to eat oysters. Six antecedent variables affecting the consumer choice of oysters: quality, safety, labelling, presentation, psychological aspects and preferred values for packaging and price, were identified by principal component factor analysis. A logistic regression approach predicts the consumer choice of oysters using these six factors and the demographic factors in the binary choice model. The outcome of the modelling predicts that the consumer choice of ‘dine in or out’ for oysters is significantly linked to age, gender, residence, labelling and preferred values, while the frequency of eating oysters annually is significantly influenced by the factors of age and preferred values. The oyster promotions such as nutritional marketing of oysters that have low cholesterol, cooking shows and special activities that target specific subsections of the consumer market are recommended in the study.

Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry

“…Oyster production in Australia expanded from around 10,200 tonnes in 2001 to 12,530 tonnes in 2012, accounting for a market value of around $A94.5 million (ABARES, 2014), with the three main species of oysters cultivated in Australia being the Sydney Rock oyster, the Pacific oyster and the Angasi (Liu et al, 2006). Australian consumption of oysters is limited, despite substantial nutritional and health benefits and oysters being ranked as the eighth most popular seafood species in Australia.…”

“…Price, product safety and availability have been found to drive consumption of oysters, while dislike of the taste, texture, and smell of oysters have been identified as key barriers (Hanson et al, 2003). The need for a greater understanding of factors influencing oyster consumption in Australia and limited research on consumer choice criteria for oysters has led to increased research in recent times (Danenberg & Mueller, 2011;Danenberg & Remaud, 2010;Kow et al, 2008;Liu et al, 2006;Loose et al, 2013).…”

“…A national study of 696 Australian consumers (including 468 oyster eaters) conducted by Liu et al (2006), and later reported by Kow et al (2008), investigated 24 physical and intangible attributes of oysters (e.g. taste, freshness, knowledge of preparation and price).…”

“…taste and freshness), safety, labelling, and preferred values such as seasonality, variety, price, packaging, etc. (Liu et al, 2006). In particular, correct labelling was deemed important -including where and when the oyster was caught or farmed, and species type and information regarding fresh versus frozen or defrosted.…”

“…Based on concerns regarding safety, labelling and given that about 20% of respondents indicate a preference for Kilpatrick style oysters, Kow et al (2008) suggested opportunities for better marketing, branding, and labelling of oysters; as well as product development. Likewise, Liu et al (2006) identified the importance of appealing to younger people and the need for serving suggestions or recipes. Liu et al (2006, p. 92) also argued that consumers need information on where oysters are grown and differences across species, calling for brochures outlining 'growing regions, growing methods, handling procedures, storage knowledge, nutritional benefits (i.e.…”