Fish Market Segmentation Based on Consumers' Motives,Barriers and Risk Perception in Belgium

This study's objective was to segment Belgian fish consumers based on their motives, perceived barriers, and their risk perception corresponding with fish consumption. Cross-sectional consumer data were collected in November 2004 through a self-administered questionnaire (n = 852). Cluster analysis distinguished between three consumer segments. Uncertain fish consumers indicate strong motives and a low risk perception, but experience some barriers to increase their fish consumption. Fish Lovers do not perceive any risk from eating fish and express strong motives and low barriers. Finally, Concerned fish consumers perceive few barriers, and they score relatively moderate on fish consumption motives, but express some doubts with respect to potential risks from eating fish. Profiling the clusters yields opportunities for targeted marketing strategies and product orientation.     

Firm strategies in expanding and diversifying exports

This paper provides novel empirical evidence on the patterns and dynamics of exports by Irish firms over the past two decades from a highly detailed data set of export records at the firm‐product‐destination level. We identify patterns of export concentration and specialisation and how these evolved over time. Firms’ strategies for export growth along product and destination markets mixes are then examined and the contributions of intensive (average sales) and extensive (number of products or markets) margins to overall exports and to export growth are calculated. We find that most exporting firms are quite small, selling a few products to a small number of destinations while export values are dominated by a relatively small group of highly globalised large firms selling many products to many destinations. Continuing exporters frequently introduce new products, drop products and enter and exit markets. Export growth in the case of Irish‐owned exporters appears largely driven by the extensive margin of product and destination changes. However, the opposite pattern holds for foreign‐owned firms with growth mainly coming from the intensive margin.     

Health-related attitudes as a basis for segmenting European fish consumers

This paper identifies and profiles consumer segments based on health-related attitudes. Cross-sectional data were collected in 2008 through a pan-European consumer survey (n = 2400) with samples representative for age and region in France, Poland and Spain. Four distinct consumer segments based on health-related attitudes are identified: low interest in healthy eating consumers (29.4%), positive health enthusiasts (28.2%), health strivers (35.0%) and health uninvolved (7.4%). The segments differ significantly with respect to fish consumption, attitudes and knowledge about the health benefits of fish, interest in potential informational cues when purchasing fish, and individual socio-demographic characteristics. The segment low interest in healthy eating is characterised by younger age, more males, higher BMI, low fish consumption and low interest in information, and herewith emerges as a relevant though difficult to reach segment from a food and health policy perspective. Positive health enthusiasts and health strivers have a strong involvement with food, and a strong interest in healthy eating. Both segments have a very favourable disposition towards fish consumption, which would fit with their focus to either stay healthy (positive health enthusiasts) or improve their current health status (health strivers). Health uninvolved consumers do not care strongly about health in general; though attach high importance to eating healthily.