Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry

Meredith A Lawley; Dawn Birch

doi:10.1080/10454446.2015.1121430

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Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry

Journal article

Open access

Peer reviewed

Exploring Point of Sale Strategies for Improving Seafood Retailing: The Case of the Australian Oyster Industry

Meredith A Lawley and Dawn Birch

Journal of Food Products Marketing, Vol.22(7), pp.792-808

2016

DOI: https://doi.org/10.1080/10454446.2015.1121430

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Abstract

point of sale (POS)

retailing

seafood

The commodification of many food products, combined with increasing market share of supermarkets, has increased the importance of point of sale (POS) strategies in specialty food retailers such as fishmongers. This study seeks to develop strategies to improve the retailing of seafood in fishmongers, specifically oysters, an underutilized species; 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 POS. Based on these findings, a retailing strategy is developed and tested in two consumer focus groups with results informing revisions to the recommended retail strategy, importantly including a change in collateral from a production focus to a consumption focus. This study contributes to theory and practice by bringing together the existing literature on drivers and barriers and consumer information requirements about oysters to develop and to test practical retail strategy concepts. © 2016 Taylor & Francis

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, Business and Law
Dawn Birch (Author) - Bournemouth University, United Kingdom
Publication details: Journal of Food Products Marketing, Vol.22(7), pp.792-808
Publisher: Routledge
Date published: 2016
DOI: 10.1080/10454446.2015.1121430
ISSN: 1045-4446
Copyright note: Copyright © 2016 Routledge. This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Food Products Marketing on 2016, available online: http://wwww.tandfonline.com/10.1080/10454446.2015.1121430
Organisation Unit: School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450124702621
Output Type: Journal article

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