Marketing aquaculture products : a retail market case study for sunshine bass

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dc.contributorVirginia Agricultural Experiment Stationen
dc.contributor.authorCoale, Charles W. Jr.en
dc.contributor.authorAnthony, Joseph P.en
dc.contributor.authorFlick, George J. Jr.en
dc.contributor.authorLibey, George S.en
dc.contributor.authorHong, Gi-Pyoen
dc.contributor.authorSpittle, G. D.en
dc.contributor.authorValley, N. A.en
dc.contributor.departmentVirginia Agricultural Experiment Stationen
dc.coverage.countryUnited Statesen
dc.coverage.stateVirginiaen
dc.date.accessioned2015-08-07T20:15:25Zen
dc.date.available2015-08-07T20:15:25Zen
dc.date.issued1993en
dc.description.abstractThis research study addresses strategic questions about marketing of Sunshine Bass (a hybrid striped bass species) in a retail market outlet. The retail customers demanded high product quality and service from the market outlet. Successful marketing of Sunshine Bass in a retail outlet depends on economic conditions within the marketing channel. The elements in this study included: customers, pricing, marketing, and costs. Objectives. The overall objective of the study was to analyze the physical distribution system for marketing Sunshine Bass in retail marketing outlets. Methods. The study examined the physical distribution elements and costs in a retail marketing channel. Both physical distribution elements and cost data were analyzed by a marketing reconnaissance spreadsheet. The spreadsheet estimated marketing channel revenues and costs by assembly, processing, distribution activities, and product shrinkage. The input factors and their cost relationships were established. The elements focused on: production, harvest, and assembly, processing and distribution, and retail market evaluation. Results. Most customers surveyed rated Sunshine Bass as a quality product. Most preferred a fillet form. About 70 percent said they would pay from $6.00 to $8.00 for a pound of fillets. Most customers surveyed were not familiar with the name, Sunshine Bass. Costs of physical assembly, distribution, and processing were calculated. For a whole-gutted product form, the per-pound cost of the assembly, processing, and distribution functions was about $0.39. For a fillet product form, the per pound cost of the assembly, processing, and distribution function was about $.96. Conclusions. Major promotional effort will be needed to penetrate the market, more technology application will be needed to reduce production and marketing cos.ts, and more product development attention will be needed to build product value.en
dc.description.statementofresponsibilityC.W. Coale Jr. ... [et al.]en
dc.format.extent56 pagesen
dc.format.mimetypeapplication/pdfen
dc.identifier.oclc29879124en
dc.identifier.urihttp://hdl.handle.net/10919/56336en
dc.language.isoen_USen
dc.publisherVirginia Agricultural Experiment Stationen
dc.relation.ispartofseriesBulletin (Virginia Agricultural Experiment Station : 1981) , 93-3en
dc.rightsVirginia Agricultural Experiment Station materials are available for public use, re-print, or citation without further permission, provided the use includes credit to the author and to the Virginia Agricultural Experiment Station and Virginia Tech.en
dc.subject.lccS123 .E22en
dc.subject.lcshStriped bass -- Virginiaen
dc.subject.lcshStriped bass -- Marketingen
dc.subject.lcshAquaculture industry -- Virginiaen
dc.subject.lcshAquaculture industry -- Marketingen
dc.titleMarketing aquaculture products : a retail market case study for sunshine bassen
dc.typeExtension publicationen
dc.typePeriodicalen
dc.type.dcmitypeTexten

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