2009/742 Consumer research for the Australian Prawn Farmers Association

By Lindsey Peshanoff and Jackson Jaensch

The report is based on both relevant secondary research and empirical marketing knowledge as well as primary consumer research, focusing on younger consumers. The instruments used encompass in‐depth interviews, focus groups, intercept surveys and a quantitative survey. Key areas for investigation include product origin and colour influences, product form preferences, barriers to purchase and communication.

Key findings of the study include:

• Australians exhibit a strong preference for locally grown prawns; however, there is a lack of an Australian offering in some prawn sub‐categories.
• Clear preferences for fresh over frozen and whole over peeled product forms and expressed lack of interest in pre‐packaged prawns.
• Price is by far the most common reason people don't buy prawns.
• Most consumers eat prawns, however only 1 in 3 young consumers are likely to buy their own.
• The limited number of 'brand‐attribute' associations that consumers have with prawns.
• Buying behaviour of prawns is generally low in involvement and habitual.
• Consumers buy from repertoires, so may 'switch' between prawns and other meat/seafood products from one purchase situation to the next.
• The limited number of 'brand‐attribute' associations that consumers have with prawns.

From these key findings six main areas of strategy were identified and discussed. These strategies were: communications, product form, pricing, target market, distribution and industry development.