Seafood Direct Marketing Toolkit
This toolkit helps seafood producers make decisions about how to market their products.
This information comes from two consumer preference surveys that were administered by Clemson University through Qualtrics to over 2,000 respondents residing in coastal and inland zip codes of South Carolina, Georgia, and North Carolina. The surveys tried to understand current purchasing behaviors, perceptions, attitudes, and motivations for seafood products.
Results are focused on seafood consumers who eat a respective shellfish species and have interest in purchasing directly from producers.
Direct Marketing Fact Sheets for Seafood Producers
Based on survey results, these fact sheets help producers understand seafood consumer preferences.
Direct Marketing Oysters
Direct Marketing Shrimp
Direct Marketing Crabs
Direct Marketing Clams
South Carolina Shellfish Direct Marketing Map Application
This mapping application can be used by shellfish producers to examine and compare relative consumer preferences for directly purchasing oysters, clams, crabs, and shrimp in zip codes across South Carolina, North Carolina, and Georgia that were included in our survey.
This can be used to target and/or avoid various markets when determining the best methods for selling your product.
About the Consumer Preference Surveys
Two surveys were administered by Clemson University through Qualtrics. One survey (1,008 respondents) focused on current purchasing behaviors, preferences, attitudes, and perceptions of South Carolina seafood products. This included questions about seafood consumption frequency, purchase and consumption locations, past purchasing behavior, and product form preferences, among others.
A second choice-based conjoint analysis survey was administered to assess willingness to pay for seafood products given different purchasing options. A total of 1,012 respondents residing within coastal and inland zip codes of South Carolina, Georgia, and North Carolina participated in this second survey.
Each respondent was asked to make a series of hypothetical purchase decisions based on product attributes and trade-offs like order quantity, pickup/delivery, and value added products. Results helped to determine a range of price premiums that consumers are willing to pay for product attributes like order quantity, delivery, and value added products (i.e. sauces/spices and recipes), and where those consumers reside.