Analysis of the French demand for oysters and mussels, within the European market
2001
Girard, Sophie | Mariojouls, Catherine
International Institute of Fisheries Economics and TradeU.S. National Marine Fisheries ServiceMG Kailis Group
显示更多 [+] 显示较少 [-]Shellfish farming is the most common and the most established activity of aquaculture in France and in EU15.Such as main suppliers of mussels and oysters, mariculture production makes up the referent market for bivalves molluscs,unlike most other aquatic species for which capture fisheries are prevalent. Moreover, the specificity of oyster cultivation ismarked with respect to the French position which is both leader and almost self sufficient on the European market. Thesustainable development of shellfish farming is analysed through a demand-oriented-approach . The field of the studycovers trading and marketing issues as well as consumer analysis. The comparison between the mussel and the oyster markethighlight some key differences, in terms of distribution network, identification of origin and products differentiation,consumer profiles and regions. This lead to examine deeply the ways of market segmentation in relation with the image ofthe product and the consumer expectations. Quantitative surveys, mainly consumer panels, are used over a 15 years period toattempt a dynamic approach of the age criteria (consumers life cycle and generation effect). This is completed by aqualitative analysis of consumer attitude towards shellfish and an overview of the current innovation process in the twosectors concerned.
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