Seafood CRC: A Final Seafood Omnibus: Evaluating changes in consumers attitudes and behaviours

Funded Activity Summary

The CRC commissioned two previous Omnibus Studies – one collected data in November/December 2009 (n = 2,643) and the second collected data across December 201 and January 2011 (n=3,629). These studies had three keys objects:
1. Measure seafood consumption levels and patterns including consumers' knowledge and preferences for seafood (benchmark and track changes over time).
2. Measure consumer acceptance (in terms of consumers’ willingness to pay, the expected market share, segmentation, and importance of product features) and forecast the demand for a range of innovative seafood products, packaging, and services.
3. Determine the relative impact of different advertising, promotional messages (e.g., health benefits, sustainability and other environmental claims, etc), education programs and the extent those messages would be valued by the consumers.

The CRC has conducted considerable further research since these studies, however this has been targeted to specific species (eg barramundi, prawns etc) with no further tracking over time of seafood consumption levels and patterns including consumers' knowledge and preferences for seafood. Given the work of the CRC in several species since the last Omnibus a final study addressing objectives one specifically would allow changes over time to be measured. In addition the final Omnibus could include questions addressing issues that have arisen through the further studies conducted by the CRC that remain unanswered including:
1. The role and impact of childhood habits on seafood consumption
2. Gender differences in purchasing and preparing seafood
3. The role of health/dieting on the Monday consumption pattern
4. The role of social media in seafood consumption
5. Consumer understanding and impact of sustainability
6. Underutilised species
7. The impact of provenance and traceability.

These issues are in line with the final recommendations from the previous two omnibus studies.


Objectives:
1. identification of changes in consumers attitudes towards Australian seafood
2. identification of changes in consumer behaviour when purchasing and consuming seafood
3. exploration and identification of emerging issues impacting the marketing of Australian seafood

Funded Activity Details

Start Date: 02-02-2015

End Date: 30-05-2015

Funding Scheme: Funding Scheme not available

Funding Amount: $21,262.44

Funder: Fisheries Research and Development Corporation

Research Topics

ANZSRC Field of Research (FoR)

There are no FoR codes available for this funding activity

ANZSRC Socio-Economic Objective (SEO)

There are no SEO codes available for this funding activity

Other Keywords

Consumer | Marketing | Media | Processing & packaging | Promotion | Safety | Survey | Sustainability

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