MARKET PREFERENCES TOWARD FARM-RAISED STURGEON IN THE SOUTHEASTERN UNITED STATES: A CONJOINT ANALYSIS

Finfish culturists face relatively low profit margins due to high investment and production costs, prompting farmers to seek higher value species. Sturgeon is viewed as an excellent candidate for culture due to its high quality meat, high value caviar, fast growth rate, excellent feed conversion and hardiness, although little is known concerning buyer demand for sturgeon products. This study employed a mail survey of southeastern U.S. seafood restaurants and retailers, including a conjoint analysis experiment to quantify the utility value and relative importance of key farmer-controllable sturgeon product features. Almost 90% of respondents were not familiar with sturgeon, suggesting the need for industry educational programs. Twenty-one percent of restaurants and 31% of retailers would buy sturgeon products if they were readily available. Conjoint results indicate that a fresh sturgeon fillet is strongly preferred by both market segments; price and seasonal availability are relatively unimportant, especially for seafood restaurants. Taylor & Francis Group, LLC.

MARKET PREFERENCES TOWARD FARM-RAISED STURGEON IN THE SOUTHEASTERN UNITED STATES: A CONJOINT ANALYSIS Academic Article