| Summary: | The main purpose of this research is to provide the
commercial seafood industry of the Pacific Northwest
information on preferences of restaurateurs, retailers, and
wholesalers for whole albacore, low-value added albacore
products (chunks, medallions, and steaks), albacore loins,
and high-value added albacore products (hot smoked and lox).
All of these products were categorized as non-traditional
market forms of albacore products, except whole albacore.
The empirical analysis was based on self explicated and
conjoint analysis. The demand models for albacore products
were estimated using weighted least squares. Profitability
equations for albacore products were estimated using a two-limit Tobit model. From the self explicated section, it was
found that the attributes of price, flavor, blood
spots/bruising, and bleeding of whole albacore were
considered highly important by respondents. From the
conjoint analysis section, it was found that, as expected a
priori, price had a statistical significant effect on the
demand and profitability models for all albacore products.
Other variables, such as location of the firm, type of firm,
experience with tuna species, and ranking of albacore had
statistical significant effects on the demand and
profitability equations. Wholesalers, restaurateurs, and
retailers agreed that quality is a major concern and will
influence their preferences when purchasing albacore
can products. Overall, the findings from this research
provide guidance to the commercial seafood industry of the
Pacific Northwest to enhance the markets for albacore
products. === Graduation date: 1997
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