The commodification of many food products, combined with increasing market share of supermarkets, has increased the importance of point of sale (POS) strategies in speciality food retailers such as fishmongers. The purpose of this study is to develop strategies to improve the retailing of seafood in fishmongers, specifically oysters, a species which is currently underutilised; as although they are eaten by many consumers, purchase frequency is low. A literature review identifies the key drivers and barriers to oyster consumption and the information consumers want at the POS. Based on these findings, a retailing strategy for oysters is developed and tested in two consumer focus groups. Based on focus group results, revisions are recommended to the retail strategy, importantly including a change in collateral from a production focus to a consumption focus. This study makes a clear contribution to theory and practice by bringing together the existing literature on drivers and barriers and consumer information requirements about oysters to develop and test practical retail strategy concepts.
2015 International Food Marketing Research Symposium, Crete, Greece 17-19 June 2015
Proceedings of the 2015 International Food Marketing Research Symposium / Stanton, John, Lang, Mark, Baourakis, George (eds): pp.277-296