The aim of the “Market research project on species with potential for expansion in fishing grounds and markets: redfish and hake” was to carry out an in-depth analysis of the knowledge, perception and attitude of those responsible for household purchases in relation to these two fish species.
Through the design and use of different quantitative and qualitative research techniques, a broad and concise picture was obtained of the purchasing and consumption possibilities of both redfish and hoki, so that this project gives us the possibility of improving the penetration of frozen fish species in Spanish households, contributing to environmental, economic and social sustainability, by seeking more commercial outlets for two species caught by the fleet and with less commercialisation and penetration in Spanish markets and households.
This project had several research tools, such as the following:
- Consumer study:
- Quantitative research: survey and consumer behaviour.
- Delphi method: experts.
- Qualitative research
- Quantitative research: survey and consumer behaviour.
- Competition study:.
- Alternative products.
- Analysis of competing species.
- Benchmarking.
- Channel study and forms of distribution.
- Analysis of distribution and sales channels.
- Product(s) test(s)
- Analysis of distribution and sales channels.
- Introduction strategy.
- Definition of strategy.
- Selection of sales techniques.
- Definition of strategy.
