Conference paper
Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry
Proceedings of the 2015 International Food Marketing Research Symposium, pp.277-296
International Food Marketing Research Symposium, 2015 (Crete, Greece, 17-Jun-2015–19-Jun-2015)
Institute of Food Products Marketing
2015
Abstract
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.
Details
- Title
- Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry
- Authors
- Meredith A Lawley (Author) - University of the Sunshine Coast - Faculty of Arts and BusinessDawn Birch (Author) - Bournemouth University, United Kingdom
- Contributors
- John Stanton (Editor)Mark Lang (Editor)George Baourakis (Editor)
- Publication details
- Proceedings of the 2015 International Food Marketing Research Symposium, pp.277-296
- Conference details
- International Food Marketing Research Symposium, 2015 (Crete, Greece, 17-Jun-2015–19-Jun-2015)
- Publisher
- Institute of Food Products Marketing
- Date published
- 2015
- ISBN
- 9780985608033
- Copyright note
- Copyright © 2015 The Author. The Author's Accepted Version is reproduced here with kind permission of the publisher.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450092002621
- Output Type
- Conference paper
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