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Consumer’s attitude and perception of fresh seafood products: cognitive effects on behaviour buying
Stéphane Gouin, Lucile Mesnildrey, Marie Lesueur
To cite this version:
Stéphane Gouin, Lucile Mesnildrey, Marie Lesueur. Consumer’s attitude and perception of fresh seafood products: cognitive effects on behaviour buying. EAFE Workshop: Optimising Value Chains in Fisheries, European Association of Fisheries Economists (EAFE). FRA., Jun 2010, Helsinki, Fin- land. pp.33 P. �hal-01462432�
Consumer’s Attitude and Consumer’s Attitude and
Perception of Fresh Seafood Perception of Fresh Seafood
Products : Cognitive Effects on Products : Cognitive Effects on
Behaviour buying (Part 1) Behaviour buying (Part 1)
Stéphane Gouin - Lucile Mesnildrey – Lesueur Marie Agrocampus Ouest CFR Rennes, Pôle halieutique
65 rue de Saint Brieuc - CS 84215 – 35042 Rennes Cedex, France
EAFE, 1st-2nd June 2010 - University of Helsinki, Finland
PLAN PLAN
1. Consumer’s behaviours
1.1. Attitudes and habits
2.2. Perceptions and motivations 3.3. Expectations and needs
2. Strategic consequences in french food retailing
1. Consumer’s behaviours
Cogépêche Research Project
Goals :
• Assess consumer’s expectations and purchasing habits depending on the way of distribution.
• Propose new trails of valorisation for fresh seafood products.
Context
• Evolution of the fresh seafood products markets partly due to the globalization of the market.
• Evolution of the consumer’s taste and behaviour face to the fresh seafood products
•Evolution of the fresh seafood products perception
•Occurrence of the industrialised fishing production
• Development of the medium and large grocery stores
Attitudes
&
Habits
Perceptions
&
motivations
Expectations
&
Needs
Consumer Behaviours 11
22
33
Stimuli
Methodology
Consumers expectations analysis
Focus group
Trade off
Cognitive dissonance Cognitive
chains Delphi
Method
Methodology regrouping several analyses
5 kind of surveys have been set up:
Study realized in 2009
• 18 focus group have been realised during the last month with 6 to 10 people each time
• 850 people have been interviewed in order to specify the ideal seafood product for consumers
• 50 interviews to confirm (or to invalidate) expectations, needs and behaviour of seafood products
consumers according to professional’s viewpoint
• 100 analysis of seafood products characteristics and determination of their importance in the decision of purchasing act
• 150 analysis of consumer’s habits, conviction, belief, behaviour about seafood products and the contradiction between them
Trade off
Focus group
Delphi Method
Cognitive dissonanc
e
Cognitiv e chains
30
Fishmongers
5
Markets 111
Hypers and
supermarkets Cognitive
dissonance
1.1. Attitudes and habits
Habits and behaviours : Marketing Channel
Source : FranceAgriMer, 2009
Noble species Noble species Basic species
Basic species
Hyper and super markets
•Market prices
•Easy to access
•Great choice
•Stalls attractives ButBut
•Lake of professionalism
Markets
• Good report Quality/price
• Freshness
• Choice
• Professionalism ButBut
•Price sometime high
Fishmongers
• Stalls attractives
•Freshness guaranteed
• Convivial ambiance
• Confidence
•But
•Price sometime high
• Basic frame
Buying frequency
0 5 10 15 20 25 30 35
<2 times 2<x<4 4<x<6 6<x<8 > 8 times
Mensual
consumption
%
Frequencies
Context involving buying act :
0 10 20 30 40 50 60 70 80
Current Events Festivities Ritual
% individuals
Events : diner, birthday, wedding
Festivities : Christmas, Easter, New year …
2.2. Perceptions and motivations
The picture of seafood product is globally positive but a distrust and confusions exist.
Focus group, 2009
Freshness Good taste
Good for ealth Rich in ω3 et ω6 Distrust
Difficult to prepare Fragility of product High Price
Holidays Noise of waves…
Perception of seafood products Perception of seafood products
Consumer’s perception of fresh seafood
• Taste
•Pleasure
•Conviviality
•Tradition
•Health
• Suspicion
•Expensive
• Hard preparation
Main criteria of fresh seafoods
FOCUS GROUP 1. Freshness 2. Specie 3. Price
COGNITIVE CHAIN 1. Freshness
2. Specie 3. Price
COGNITIVE DISSONANCE 1. Aspect/Freshness
2. Price
3. Label/brand
Main
Main CriteriaCriteria Quality/
Freshness/
price
DELPHI 1. Price
2. Quality/Freshness
Selection Criteria for fresh seafood
Most important criteria to buy fresh seafood
Stamp,seal and other signs of quality has effect only in 11% of consumers
Intrinsec criteria for fresh seafood buying
0 10 20 30 40 50 60 70 80
Glob
al asp ect
Color He aring
Smelt pre
paration
Scale form
% individuals
Criteria
%
Attributes-Consequences-Values
(Cognitive chain)
Attributes Consequences Instrumental values
Terminal values
1. Freshness 1. Quality of taste 1. Rational 1. Security
2. Name of Fish 2. Sign of freshness 2. Responsible 2. Pleasure
3. Sensible price 3. Healthy product 3. Honest 3. Satisfaction
4. Place of fishing 4. Report quality/price 4. Clean 4. Liberty
5. Taste 5. Easy to prepare 5. Independent 5. Prudence
6. Date of capture 6. Gain of time 6. Respectful 6. Take care to the others
7. Aspect 7. Origin of product 7. Helpful 7. Durable contribution
8. Fillet
9. Without bones
Fraîcheur 46%
Espèce 41%
Prix raisonnable 40%
Lieu de pêche 37%
Origine Qualité/prix
Produit sain Qualité gustative Gage de fraicheur
Respectueux Responsable Rationnel
Propre Honnête
Sécurité
Satisfaction Durable Sagesse Prendre soin
Place of fishing 37%
Reasonable price 40%
Specie 41%
Freshness 46%
Terminal Values
Instrumental Values
Consequences
Attributes
Security Take care Prudence
Durability
Clean
Pleasure
Responsible Rational Honest Respectful
Healthy product Quality of taste Sign of freshness Quality price Origin
Satisfaction
Customer behaviour concerning fresh seafood buying
Sample : 109 persons
100%
Persons having
realized their buying intention
65 persons 60%
Persons having not realized their buying intention
44 persons 40%
Persons having left off their fresh seafood buying
5 persons 11%%
Persons having bought another
seafood product that they wanted
39 persons 89%
Fresh Seafoods wished before buying
0%
5%
10%
15%
20%
25%
30%
35%
40%
NSP Autres Saumon Crevette Cabillaud Dorade Sardines Huîtres Bar Fruits de mer Moules Bulots Thon Merlu Maquereau Raie Sole St Jacques
Pourcentage
d'individus% Kind of product customers wish to buyType de produits de la mer souhaités pour l'achat
Attributes influencing consumers’ buying act
0 10 20 30 40 50
Fresh ness
Specie Price Origin Ta
ste Da
te of cap ture
Aspect Fillet W ithou
t bones Catch
ed
%
Buying attributes of consumers for seafood professionals
0 20 40 60 80 100
price
/prom
otions Qualit
y/fres
hness Advis
es
Choice
Servic es
Prese
ntation
%
Ideal product of fresh seafood:
1. Wild fish
2. Low level of lipid 3. Jagged
4. Boneless 5. Fresh
Dissonance
Source: Ofimer, 2007
Ideal seafood product
Exemple of real purchase 1st species consume
in France:
Salmon
Farmed fish Oily fish
(high in omégas 3) 1° Wild fish
2° Low level of lipid 3° Jagged
4° Boneless 5° Fresh
3.3. Expectations and needs
1. Wild origin 2. Thin fish 3. Cutted
4. Without bone 5. freshness
Total
Females
1. Wild origin
2. Freshness
3. Thin fish 4. Cutted
5. Without bone
1. Wild origin 2. Thin fish 3. Cutted
4. Without bone
Males
18-25 years 1. Cutted
2. Wild origin
3. Thin fish
4. Without bone
5. Freshness
1. Cutted
2. Wild origin 3. Thin fish
4. Without bone 5. freshness
26-35 years 36-55 years
1. Wild origin
2. Thin fish
3. Without bone
4. Cutted
5. Freshness
6. Omega 3
1. Wild origin 2. Thin fish 3. Cutted 4. Omega 3 5. Without bone 6. freshness
>56 years
Ideal Tag for fresh seafood (sociodemagraphic segmentation)
• Unawareness of fresh seafood products: main obstacle to the consumption of fresh seafood products.
•Gap between expectations, needs and purchasing habits… Which consent to pay?
•Seal of approval, eco-label, signs of quality… Is there a real interest for consumers?
Consumer’s needs
More information about origin, place of fishing,
More transparency
Proposition from salesmen to discover fresh seafood : recipes and advices about
preparation, accompanying vegetables…
Fresh seafood ready to cook, boneless
Stall more exotic and original
Cheaper
What consumer needs?
Consumer needs
Cutted product Origins’
informations Advises from seller
Advise for preparation
Receipes Nutritional informations
…. wants to consume ethical products
…. wants clear information
(needs facts to support his emotional choices)
…. wants to improve the quality of life
(demand for natural and original products)
…. wants to experience different cultures
(demand for ethnic products)
…. wants convenience
(offered in the way he wants it)
