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Add To Calendar 21/02/2017 16:15:0021/02/2017 16:35:00America/ChicagoAquaculture America 2017BRAND EQUITY IN SHRIMP ACROSS METRO MARKETS IN USA: AN ANALYSIS OF STORE-BASED SCANNER DATA Room 12The World Aquaculture Societyjohnc@was.orgfalseanrl65yqlzh3g1q0dme13067DD/MM/YYYY

BRAND EQUITY IN SHRIMP ACROSS METRO MARKETS IN USA: AN ANALYSIS OF STORE-BASED SCANNER DATA

Uttam Deb*, Madan Dey and Oai Li Chen
 
Department of Aquaculture and Fisheries
University of Arkansas at Pine Bluff
Pine Bluff
AR 71601
debu@uapb.edu

Recent studies on frozen seafood products (Chen 2016, Asche et.al., 2015; Asche et.al., 2013; Ahmad and Anders, 2012; Roheim et al., 2007; Roheim et al., 2011; Larkin et al., 2012) using scanner data revealed that brand and fish species were the main factors in retail prices. Other factors which add distinct value to seafood products were package size, product and processed forms. The present study investigates the extent of brands equity for shrimp in the United States at a disaggregated product and market level. It attempts to answer the following questions: Does brand matters to the shrimp consumers in USA? If so, what is the strength of various brands? How do brand strengths vary by shrimp products, markets and time, and why?  To answer the above questions, this paper has quantified price premium for different brands, shrimp products and sizes, and measured brand loyalty of shrimp consumers in different market locations. It has analyzed market prices, purchase volume of shrimp products under promotional schemes and regular price situations, and market share of different brands. The study is based on data collected for the period 2009 to 2013 from Walmart by the A.C. Nielsen Company under the Expanded All Outlets Combined (xAOC) ScanTrack data programs. Ten metro markets, namely, Atlanta, Boston, Chicago, Detroit, Los Angeles, New York, Philadelphia, Pittsburgh, San Francisco and Washington D.C. are studied.

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