IQF Catfish Retail Pack: A Study of Consumers' Willingness to Pay

摘要

The grocery retail channel represents a potential for increased sales for catfishproducts because of the competitive nature that imported catfish fillets pose atfoodservice market channels. The study examined the potential for selling ahousehold-size pack of IQF 6-fillets of catfish through the grocery market channels,and consumers' willingness to pay for the product. Data used were obtained from asurvey conducted in selected southern U.S. cities. Results suggest that householdswill purchase such grocery retail packages and will be willing to pay an averageprice of 4.37dollar/lb. Important factors found to affect willingness to pay include; fishbuying patterns, household size, race, age and gender.