French consumer profiles' reactions to information on cod fillet products

Abstract

Purpose – The aims of this study were: to identify consumer segments in France, based on their use of and trust in information sources regarding the freshness of fish, to examine differences between the segments regarding use of and interest in information cues and objective and subjective knowledge, to compare the consumer segments regarding their fish consumption and fish storage behaviour and to discover how different consumer segments reacted to labels regarding the processing of cod fillet products. Design/methodology/approach – This paper describes how French consumers (n=485) of fish were clustered in three segments based on their use of and trust in information sources regarding the freshness of fish and then compared by means of use of and interest in various information cues, knowledge, fish consumption behaviour, age and parenthood. Findings – Information regarding thawed cod fillet products should be carefully communicated. Fresh fish remains at the top of consumers' aspirations, regarding fish. However, a short label indicating that fish was frozen directly after catch and thawed directly before they were put on the retailers' displays may lead to an improvement of the image of previously frozen cod fillet products. Research limitations/implications – This survey based study could be confirmed in a real-life experimental setting. Practical implications – The results can be direct advice for the development of communication strategies for the successful launching of fresh and thawed cod fillet products in the market. Originality/value – This manuscript expands the segmentation presented by Pieniak et al. to France. Using this segmentation as a starting point, this study demonstrates the benefits of its use in the development of directed communication strategies.

Kapittel 16: Consumer preferences for cod fillet determined by conjoint analysis

“…These findings coincide with similar research with French consumers (Altintzoglou, Heide, & Carlehög, 2014). Regarding size, smaller units (400 g and 600 g) are favorable to larger units (> 800 g).…”

“…Subjective knowledge about fish was measured by five statements on a 7-point Likert scale from (1) «Totally disagree» to (7) «Totally agree», following Altintzoglou et al (2014). The statements were: «I feel that I know a lot about fish»; «Compared to an average person, I know a lot about fish»; «Compared to my friends, I know a lot about fish»; «I have a lot of knowledge about how to prepare fish for dinner»; and «I have a lot of knowledge about how to evaluate the quality of fish».…”

“…Following Altintzoglou et al (2014), consumer expectations about the quality and taste of cod fillets under four different storage conditions was measured. Respondents were faced with the following four questions: «What expectations to quality and taste do you have towards cod fillet in the frozen-goods counter?»; «What expectations to quality and taste do you have towards cod fillet in the frozen-goods counter labelled 'Frozen at sea'?»; «What expectations to quality and taste do you have towards cod fillet in the refrigerating case labelled 'Thawed'?»; and «What expectations to quality and taste do you have towards cod fillet in the refrigerating case labelled 'Fresh'?».…”

“…Several studies confirm that fresh is considered superior to frozen fish. In a study of French consumers, Altintzoglou, Heide & Carlehög (2014) found that the quality of fresh cod fillets is perceived superior to other preserving methods across three consumer segments. Perceived good quality is the most important factor influencing Norwegian consumers' buying behavior when it comes to fish fillet products, another study found (Altintzoglou & Heide, 2016).…”

Regional segmentation of the salted codfish market in Spain: Implications for Norwegian producers

“…Thus, market and civic conventions have jointly shaped a new pattern of salted fish production and the consumption of this type of fish has expanded all over Spain, based on a whiter, thicker, and lighter cod that resembles the much demanded fresh hake (Altintzoglou et al 2014). The largest Spanish producers and importers, located in Catalonia, the Basque Country, and Madrid, supply wholesalers and retailers at the national level.…”