To better understand the consumers’ perspective on fish consumption and habits our team The Random Five, prepared a brief questionnaire that was submitted to more than 200 people: this is a brief recap of the results.
1- What is your gender?
2- What is your age?
More than 60: 3.6%
3- What is your job?
4- Where do you come from?
Northern Italy: 87.6%
Middle Italy: 5.9%
Southern Italy: 3%
Other European country: 1.8%
Outside Europe: 1.8%
5- In your opinion, which are the most important features when buying fish?
Visual impact (packaging, freshness, etc.): 59.8%
Quality certificates: 35.5%
Preparation time: 9.5%
6- How much does the price influence your quality perception? (Ex. Do you often think that the cheaper the product, the worse its quality?)
I don’t care: 6.5%
Almost nothing: 8.3%
Quite a lot: 30.2%
A lot: 6.5%
7- How often do you eat fish (both at home and outside)?
Once a month: 8.3%
Twice a month: 14.2%
Thrice a month: 25.4%
More than three times a month: 47.9%
8- How often do you cook fish?
Once a month: 21.3%
Twice a month: 12.4%
Thrice a month: 13.6%
More than three times a month: 31.4%
9- If you eat or cook fish less than two times a month, why?
Too expensive: 21.4%
Lack of time: 31.4%
I don’t like it/I prefer other products: 17.1%
I don’t know how to cook it/I’m not informed: 28.6%
I’m not used to it: 28.6%
10- Where do you usually buy fish?
Fish shop/Market: 58.6%
11- Which kind of fish products do you more frequently buy?
Fresh fish: 77.5%
Frozen fish: 49.1%
Ready-made fish (sauces, soups, etc.): 15.4%
12- Who usually buys fish in your family unit?
My partner: 9.5%
13- Where do you usually eat fish?
Family environment: 81.1%
At the restaurant: 41.4%
14- How much time, in average, do you spend to prepare the meals?
Ten minutes: 13.6%
Half an hour: 55%
More than half an hour: 31.4%
15- What encourages you to try a new product (not only fish)?
Suggestions from friends/family/etc.: 59.2%
Advertising and promotion: 18.3%
Visual impact (appearance, ingredients, etc.): 54.4%
To conclude, we discussed some characteristics of the market in which the company performs: a growing market with low competition, focused on mass distribution channels. While the product is pretty much unique in its idea, and therefore it does not have direct competitors, the market is confused, with many brands that share more or less the same features. For this reason, the consumers do not perceive the brand, and basically do not know it. In the picture, the red circle represents where Fish & Friends would like to position in the future:
You can download our whole presentation here. Thanks for reading!
Giovanni, Corinna, Silvia, Anna, Seo Hyun, Sonia