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Household Consumption Patterns in the U.S. Southeast from Panel Scanner Data: Market Comparison and Demographic Preference Analysis

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  • Scanner data that’s collected on consumer purchases falls into two main groups: point-of-sale scanner data and household-based scanner data. Point-of-sale scanner data can identify the products that are purchased, the quantity sold, and the price of the product. Household scanner data comes from a sample of survey participants that scan universal product codes (UPCs) of all products that were purchased on a trip to the grocery store.  While the use of stated preference data (obtained from surveys) is critically important for determining potential demand for new products, revealed preference data (obtained from past behavior) is more credible for assessing tradeoffs between products and product attributes necessary for marketing decisions.  The homescan data used in this project was obtained from AC Neilsen and consists of weekly purchases by UPC and household for five major market areas in the Southeastern US: Miami, Chicago, Houston, Memphis, and New Orleans-Mobile. The data cover a three year period beginning June 2008. The objective is to test for differences in consumption of major seafood species and product forms by price, income, city, race, and other demographic variables, as well as test for substitutability among seafood products within demographic groups. Results from the analysis will be used to summarize purchase information by demographic groups and will serve to help firms create opportunities or dispel myths, help marketers target specific species to compare regional preferences and the demographic variables that affect these preferences, gather information on coupon use for seafood products, and information on substitutability of seafood products.
  • Keywords: Markets and Consumer Prices, Markets and Trade, Fisheries Economics
  • Keywords: Markets and Consumer Prices, Markets and Trade, Fisheries Economics
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  • Gorstein, Matthew and S. Larkin. 2014. Household Consumption Patterns in the U.S. Southeast from Panel Scanner Data: Market Comparison and Demographic Preference Analysis. In: Towards ecosystem based management of fisheries: what role can economics play?: Proceedings of the Seventeenth Biennial Conference of the International Institute of Fisheries Economics and Trade, July 7-11, 2014, Brisbane, Australia. Complied by Ann L. Shriver & Melissa Errend. Corvallis, OR: International Institute of Fisheries.
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  • Fisheries Research & Development Corporation, World Wildlife Fund, MG Kailis Group, AquaFish Innovation Lab, NOAA Fisheries, The European Association of Fisheries Economists, Japan International Fisheries Research Society, United Nations University, NORAD
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