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Fish market marketing survey in the Czech Republic
PAUL, Petr
The Czech fishery analysis, SWOT analysis of processing fish department and the fish commodities sale marketing survey of the most important firms were done. Next the consumer marketing survey was done by means of printed questionnaire. 110 informants were spoken and men and women at working age with family were destined as a target group in the Vysočina region. Calculation, co called ratio coefficient of differentiation (P=4s2/R2), was done, which showed, that informants used by determining of meat kind popularity by fish meat of whole answers scale (P=0,33) and by determining of importance of product characteristic the freshness had minimum answers differentiation (P=0,009), which 98% of informants marked as very important. By next questions informants evaluated importance of individual quality attributes by means of 4 point scale (1-very important, 2-rather important, 3-rather uninportant, 4- unimportant). The questions of this type were interpreted by means of weighted arithmetic average (x), and so their importance rate was detected. The freshness (x=1,02) and the palatableness (x=1,34) were marked as 2 the most important product characteristic and as at least important characteristic the ease of food preperation (x=2,23) and the size of package. The consumer awareness about positive influence over human health was marked as the most acceptable promotion of fish commodities (x=1,44) and the TV advertising (x=1,45) and the programmes about cooking (x=1,57) were marked as the best promotion. Next questions evaluation was done by means of percentage share and absolute, cumulate and relative frequencies.
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