Consumer behaviour about fresh fish: The case of sliced red tuna

This survey has conducted in Sicily, an island situated in Mediterranean, where the fresh fish consumer has an important role in the main meal. In fact, given the growing segmentation of demand, the aim of this analysis is to take over the purchasing behaviour about consumer of fresh fish, focusing on sliced red tuna, to offer a contribution to the definition of the strategic choices of distribution enterprises. In particular, through the research it has been possible to detect: the reason that to bring people to prefer fresh fish, specially sliced red tuna, rather than other fish of the same merchant use; what is the place where they prefer to buy it or eat it, for example retail, fish market, local market, restaurant, etc., and why they choose some place instead of another, putting attention on qualitative perception of product. In the purpose to value the relations which link the purchasing choices with red tuna and to examine the consumption aspects about individual motivations e values, the research is conducted using ad hoc structured questionnaire to a sample of habitual consumers of sliced fish. In particular the study has been subdivided in two parts: in the first one, considering that a product is distinguishing from another for the place where it is sold, the survey aims to take over the preference about purchasing or consumer place of fish fresh; the second part underlines the different perception that consumers, belong to varieties professional categories (housewives, professional man, employee, etc.), have about the qualitative aspect of fish, with particular attention to red tuna.