Consumer perception and usage: coldwater shrimps

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Consumer perception and usagecold-water shrimps
Prepared by MASMI-Russia Company for Norwegian
Seafood Export Council
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Contents
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RESEARCH OBJECTIVES
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BACKGROUND

• Russia is selected as a developing market for
  Norwegian cooked and peeled cold-water shrimps
  (Pandalus Borealis). The product is currently
  being sold through the retailers in St.
  Petersburg and Moscow. To be able to further
  develop the market and to establish a better and
  more precise market communication, the Norwegian
  shrimp industry wants to get a deeper
  understanding of both the Russian consumer and
  the chefs perception and attitudes towards
  cold-water shrimps.

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RESEARCH OBJECTIVES

• Consumer (Target medium/high income groups)
• To achieve deep knowledge of how and why
  cold-water shrimps are consumed, as well as the
  consumers attitudes towards the product, usage
  (occasion and type of dish), price, package size,
  package design, substitutes, food influences.
• To identify the key purchasing criteria for
  peeled cold-water shrimps including barriers
• To identify the platform for key communication
  points for peeled cold-water shrimps to be made
  including the name for cold-water shrimps in
  Russian.
• To find out implications on the key values on the
  subject of origin.
• To highlight knowledge and associations about
  different shrimp spices (specifically warm-water
  vs. cold-water shrimps).

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RESEARCH OBJECTIVES

• Chefs
• To find out how the cooked and peeled coldwater
  prawn fit with the menu requirements of the
  various operations (foodservice segments) and the
  chefs attitudes towards the product, usage
  (occasion and type of dish), price, package size,
  package design, substitutes, food influences
• To identify the key purchasing criteria for
  peeled cold-water shrimps including barriers
• To identify the platform for key communication
  points for peeled cold-water shrimps to be made
  including the name for cold-water shrimps in
  Russian.
• To find out implications on the key values on the
  subject of origin.
• To highlight knowledge and associations about
  different shrimp spices (specifically warm-water
  vs. cold-water shrimps).

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METHODOLOGY
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TARGET SEGMENTS

• There are three target segments in Moscow and
  St. Petersburg
• Current consumers of cold-water shrimps
  Consumers that within the last 6 months have
  purchased cooked and peeled cold-water shrimps in
  a Russian retail store. 2 groups
• Non-consumers of peeled cold-water shrimps 2
  groups.
• Chefs in medium and upper scale restaurants. A
  substantial number of dishes on the menu are
  seafood. Chefs that are frequently testing new
  species. 1 group.

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METHODOLOGY LOCATION

• Methodology
• Focus-group discussions with consumers of
  cold-water shrimps and non-consumers of peeled
  cold-water shrimps (8 respondents in each group).
• Duration up to 2,5 hours each group
• In-depth interviews with chefs (5 respondents).
• Location
• Moscow
• St. Petersburg

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COMPOSITION OF FOCUS-GROUPS
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Additional requirements to the respondents

• All the respondents
• Have income no less than 600 US Dollars per
  member of the family (Moscow) and no less than
  400 US Dollars per member of the family (St.
  Petersburg)
• All respondents will be screened to be
  articulated and eloquent

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Composition of in-depth interviews
Additional requirements for chefs a substantial
number of dishes on the menu should be seafood.
Chefs should be frequently testing new
species. All the respondents will be screened to
be articulated and eloquent
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I. THE CONSUMERS OF FROZEN PEELED SHRIMPS
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1. The perception of seafood category
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1. The perception of seafood categoryThe general
perception of seafood category

• We were unable to single out any significant
  differences between the general perception of
  seafood and shrimp categories among the
  respondents of Moscow and St. Petersburg,
  therefore the research results are summarized.
• The deep awareness of Muscovites as to the
  seafood category in general and the shrimp
  category in particular can be evaluated as a very
  important and distinctive moment. The Muscovites
  are also more fastidious about the quality of the
  shrimps, as well as they are ready to pay for
  this product more than the citizens of St.
  Petersburg.
• In general, we may say that the consumers of
  peeled shrimps possess some deeper awareness of
  the category and the situation in the shrimp
  market. They are also more resourceful in cooking
  and consuming shrimps.

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1. The perception of seafood categoryThe general
perception of seafood category

• Seafood consumption is perceived by the target
  groups as
• the immediate component of the modern man
  lifestyle.
• the adherence to the fancy trends of self-love,
  beauty and health care
• the sign of material welfare.
• The atmosphere of seafood consumption is
  associated with lightness, refinement, and
  romantic mood. The consumers point to the images
  related to the vacations, summer and holidays at
  sea.

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1. The perception of seafood categoryThe general
perception of seafood category

• The seafood category perception has
  drastically changed of late.
• A couple of years ago the seafood was depicted by
  the consumers as either some delicacy Baltic or
  Far East preserves, or Southern pack of Crimean
  shrimps. In both cases the consumption was
  connected with rare, special occasions in a mans
  life vacations or solemn events
• Well you know, how it used to be earlier you
  bought something, grabbed it and brought it home.
  And you are so happy that you can at least once
  taste what its like
• Today the seafood consumption has become an
  everyday standard in European/western style, just
  some simple and smart care of oneself
• Japanese live by the sea and so they have all
  the seafood, thats why, they dont have any
  serious deceases and they can live longer than
  anyone else.

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1. The perception of seafood category The
motives of seafood consumption

• We can single out the following emotional motives
  of seafood consumption
• Small holiday, escape from everyday routine. It
  can be a gathering of friends, recollections of a
  spent vacation abroad or a romantic dinner.
• Seafood is always some feast. Even if its just
  a round-up to beer, anyway its just some feast.
  And when you buy it for yourself, you recall how
  you have spent your vacations at sea.
• For birthday parties I got into the way of
  cooking shrimps, shrimps in the salads, shrimps
  in the pastry, I mean different shrimp dishes.
  And this is original.
• Ive got a feeling of belonging to something
  exotic. I imagine cocktail, evening dress and
  everything that brings the cookery and life
  together. Refined, exquisite, mysterious.
• Delicious, vacation, sea, vitamins, nostalgia
  about vacation. I began to eat them right after
  my first vacation at sea. They are my memory
  about the sea.

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1. The perception of seafood category The
motives of seafood consumption

• Emotional motives (continuation)
• Pleasure for oneself, a possibility to indulge
  oneself
• The seafood, and shrimps in particular, brings
  calmness and thoughts. You just sit, watch TV or
  speak with somebody over the phone. Youve come
  from the office, you have worked hard the whole
  week, and now you can relax.
• Self-presentation a possibility to show oneself
  groovy, modern man
• I like to feast on seafood and no one of my
  friends does, - thats how I feel I am
  different.
• Assertion of ones high material welfare
• Buy purchasing shrimps to beer instead of some
  roach, you get that you can afford it and that
  you aren't some kind of a student.
• Creation of romantic atmosphere. Seafood in
  combination with wine is often a part of romantic
  dinner.
• I like seafood cocktail a lot, its associated
  with a romantic dinner and good wine.

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1. The perception of seafood category The
motives of seafood consumption

• Rational motives of seafood consumption
• Low-calorie food is a healthy alternative to
  meat and other types of protein.
• Up to a point a man can replace meat for the
  seafood. Pure protein that is easily digested.
• It contains polyacids that are nicely digested
  and that do not turn into cholesterol.
• They are digested better than meat. Meat is
  digested 2-3 times longer.
• Its good for a body it contains all the
  necessary vitamins and elements (phosphorus and
  iodine)
• Its light and wholesome food. It has
  everything phosphorus, iodine, calcium, mineral
  elements and vitamins. All that contributes to
  the health of teeth and bones.

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1. The perception of seafood category The
motives of seafood consumption

• Seafood can be easily and quickly cooked.
• All shrimp dishes I cook are very quick,
  what is of no small importance after work, when
  everyone gets back home after work or training.
• Seafood is an aphrodisiac. People believe that
  seafood consumption has some positive impact on
  the male sexual potency.

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1. The perception of seafood categoryThe
portrait of seafood consumer

• Typical seafood consumer is represented by the
  target groups as
• Cheerful
• Energetic, mobile, light
• Endowed
• Slender
• Fond of travelling

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2. The perception of frozen peeled shrimp
category
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2. The frozen peeled shrimp category The general
perception of the category

• Consumers associate shrimps, first of all, with
  communication and peoples intimacy. The
  atmosphere of shrimp consumption is characterized
  by the emancipation, joy, and exultant mood.
• Typical shrimp consumer is viewed by the target
  audience as a sociable, cheerful person, who
  likes to spend his leisure time with friends.
• The category of frozen shrimps is a bit different
  by nature from the seafood category in general.
  Its a well-known and everyday product, which
  is closer to the consumers
• Convenient, you just go and buy them, they are
  almost everywhere. And they are very easy to
  cook, you dont need to watch them, turn them
  over or stir slowly.

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2. The frozen peeled shrimp category The general
perception of the category

• Shrimps are stably associated with beer.
  Moreover, these two products are often mutual
  consumption motivation factors
• You wanna beer and so you think, I gotta take
  those shrimps. No shrimps, beer is wasted.
• At the same time, the consumption of peeled
  shrimps is supposed to be the sign of rather a
  high material welfare, i.e. elite and festive
  product according to the opinion of the target
  audience.

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2. The frozen peeled shrimp category Criteria
for the choice of shrimps
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2. The frozen peeled shrimp category Criteria
for the choice of shrimps

• Price
• Appearance pink colour hooked shape.
• Minimum ice in a pack. Consumers view iced
  shrimps with no ice in a pack as most
  qualitative.
• Neat pack same size of all the shrimps in a
  pack no waste.
• The unpeeled shrimps should have min. black
  heads.
• Packing convenience.

• Taste. With rare exception, consumers dont see
  any differences in the taste of shrimps.
• Brand. Loyalty to ones brand is not very high.
• Country of origin. Many would like their shrimps
  to come from Denmark or Norway. But, usually, few
  pay attention to that.
• Shrimp size. ?in. consumers are aware of size
  classification of shrimps.

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2. The frozen peeled shrimp categoryMajor
criteria for the choice of shrimps
(continuation)

• Price
• For the unpeeled shrimps the optimum price lies
  between 90 and 140 rubles a kilogram

• For the peeled shrimps the optimum price is set
  around 110-140 rubles per 200 grams

??? 150-220 rubles
Max 200-230 rubles
Optimum 90-140 rubles
Optimum 110-140 rubles
Min 70-80 rubles
Min 70 rubles

• The respondents opinions are radically
  different.

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2. The frozen peeled shrimp categoryMajor
criteria for the choice of shrimps
(continuation)
Convenient pack

• Unpeeled shrimps
• The consumers prefer to buy unpeeled shrimps in
  1 kg. packs.
• But many would like to wholesale them in 2-3
  kg. packs so that one can buy shrimps for a
  number of people and save money at the same time.

• Peeled shrimps
• The consumers prefer to buy peeled shrimps in
  200-300 g. packs.
• For special situations or for cooking
  complicate dishes, the consumers can buy them
  in 500 g. packs.

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2. The frozen peeled shrimp categoryMajor
criteria for the choice of shrimps
(continuation)

• Neat pack (continuation)
• Another very important requirement to the pack is
  the presence of a transparent opening, which
  would allow consumers to check the appearance of
  the shrimps and the amount of ice in a pack.
• So, when the consumers purchase the frozen
  shrimps, the brand is of almost no importance.
  Likewise they are disinclined to pay much
  attention to the country of origin and the size
  of the shrimps. Actually, many rely upon their
  intuitive conclusions as to the quality of the
  shrimps, examining their appearance through the
  opening on a pack.

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2. The frozen peeled shrimp categoryMajor
criteria for the choice of shrimps
(continuation)

• Neat pack (continuation)
• Respondents believe it necessary to put the
  following information on the pack
• Best before date.
• .Country of origin
• Recipes of dishes
• Normally, no one pays attention to any other
  information.
• A small part of respondents find it important to
  have the following information on the pack 1)
  information about fishing zones the more
  northwards, the purer and better and about 2)
  fishing and peeling technology to reassure
  themselves of the quality control.

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2. The frozen peeled shrimp categorySecondary
criteria for the choice of shrimps

• the size of the shrimps is not a major
  criterion for the choice
• Most consumers ignore the digital marking of the
  shrimp size, relying on the visual determination
  of it The average ones are better, but not
  small indeed.
• Only insignificant part of consumers take some
  interest in the digital marking of the size. In
  general, these are the consumers, who purchase
  unpeeled shrimps. Most often they prefer 70/90
  size. And only a handful of customers know the
  size classification of shrimps.

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2. The frozen peeled shrimp categorySecondary
criteria for the choice of shrimps (continuation)

• The country of origin
• Heres the situation is rather dubious. On the
  one hand, most consumers claim they have certain
  preference for the Danish and Norwegian seafood.
  But on the other hand, few of them are aware of
  the country where the shrimps they usually buy
  are produced.
• On the whole, the information about the
  Norwegian and Danish origin of the seafood
  reinforces its appeal in the opinion of the
  target audience
• Norwegian trawler fleet is practically the
  largest across the world. And it causes the
  associations with quality seafood, with Norwegian
  herring and salmon.
• Denmark has always been famous for its meat and
  seafood. This tiny kingdom is a place where its
  prestigious and people live there well, and
  everything is ever so nice there. And I think
  firms there are good too.
• Denmark and Norway are the leaders in this
  sphere. This is why I wouldnt buy Russian
  shrimps. In these countries, the economy is based
  on the quality seafood.

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2. The frozen peeled shrimp categorySecondary
criteria for the choice of shrimps
(continuation)

• The country of origin (continuation)
• Many consumers attribute Danish shrimps to
  Norway by mistake. Most often, the shrimps are
  believed to be Norwegian Emborg, Dimare, Agama.

• NB The information that shows the shrimps have
  been produced in Norway is enough to arouse
  consumers interest to buy them, in case the
  product comes to their price expectations. This
  criterion may well turn into a major one, if the
  information about the producer is sent to the
  consumer by means of an ad (for example, during
  tasting), because many customers dont read any
  information on the pack.

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3. Different types/sorts of
shrimpsawareness and perception
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3. Different types/sorts of shrimps awareness
and perceptionTypes/sorts of shrimps

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3. Different types/sorts of shrimps awareness
and perceptionTypes/sorts of shrimps
(continuation)
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3. Different types/sorts of shrimps awareness
and perceptionWarm-water and cold-water shrimps
The majority of consumers were unable to
compare the cold-water and warm-water
shrimps. The major associations that are brought
to life in connection with these types are

• Warm-water shrimps
• Unpurchaseable. Expensive.
• The product fishing is attributed to the exotic
  countries South America, Africa, India, China,
  USA, Japan, Thailand.
• Taste stiff and more fibrous.
• Warm-water shrimps are specifically bred.
• Restaurant food. Difficult to cook.

• Cold-water shrimps
• Affordable.
• The product fishing is attributed to Denmark,
  Norway, Greenland, Far East. Prevailing opinion
  all the northern seas.
• The taste is rich, juicy and bright.
• Cold-water shrimps are caught in nature, and they
  are ecologically pure product.
• Home food. They are easily and quickly cooked.

In onward the report we shall speak about
cold-water shrimps with the exception of some
specifically mentioned cases
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3. Different types/sorts of shrimps awareness
and perceptionPeeled and frozen shrimps

• As for the peeled precooked and raw shrimps,
  many consumers think by mistake that all the
  shrimps must be boiled. The preparation time of
  the unpeeled shrimps amounts to 15-20 minutes
  after the water boils, some respondents say. The
  peeled shrimps are boiled for a little shorter
  period of time, approx. 5-10 minutes after the
  water boils.
• Two most widespread reasons why the shrimps are
  not thermally processed are
• Consumers dont know that the product is ready
  for consumption.
• Consumers know that the product is ready for
  consumption, but still they want to additionally
  disinfect it I know that they are boiled right
  after they have been caught on board a ship, but
  later, think, through how many hands they have to
  go, thats why, I leave them till they boil and
  cook them for 4-5 minutes.

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3. Different types/sorts of shrimps awareness
and perceptionBranded and unpacked shrimps

• Advantages of the branded shrimps
• Time saving when you buy them.
• Indirect quality assurance by means of the
  company identification. The marking of the best
  before date.
• Presentable packing (one can bring them when
  invited to someones place)
• Hygienic
• You never know what the shop assistant or any
  other people shook over the unpacked shrimps.
  Likewise, you will not guess how many times they
  were frozen.
• Convenience and aesthetics of storage
• I buy packed shrimps, because its very
  convenient when you can keep them packed in the
  fridge. And so you know when next time you have
  to replenish your stock

• Advantages of the unpacked shrimps
• Low price if compared with the packed shrimps.
• The large amount of the product presented in the
  supermarket attracts and creates a spontaneous
  wish to purchase these shrimps.
• Some respondents feel that this product is
  fresher and more natural
• The short way from the producer to the
  consumer freshly caught, frozen shrimps
  immediately delivered without time and money
  expenses on the packing.

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3. Different types/sorts of shrimps awareness
and perceptionBranded and unpacked shrimps
(continuation)

• Disadvantages of the branded shrimps
• Higher price if compared with the unpacked
  shrimps.
• They cause a spontaneous wish to buy them to a
  lesser degree, because the most part of the
  product is not visible.
• The necessity to choose the shrimps in the pack
  the producers has to offer, i.e. its impossible
  to choose the best shrimps.

• Disadvantages of the unpacked shrimps
• Significant time consumption when you buy them
  selection process, weighing.
• Unpacked shrimps often cause anxiety among the
  consumers due to the fact that the sanitary and
  hygienic regulations of the delivery and storage
  at retail outlets are not fully observed.
• Unpacked shrimps often look as if they were
  produced from the low quality, inferior
  products.

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3. Different types/sorts of shrimps awareness
and perceptionThe situations of shrimp
consumption
One of the major differences between the peeled
and unpeeled cold-water shrimps is the difference
in the situations of shrimp consumption

• Unpeeled shrimp consumption
• Everyday product
• Rest after the working day
• Weekend rest
• With guests
• Within the family in front of TV
• In a sports bar or a pub
• In some rare cases the consumers buy the unpeeled
  shrimps to cook some dishes that can keep the
  appropriate taste of the product. Such a position
  was typical of few true connoisseurs of the
  shrimps.

• Peeled shrimp consumption
• Special occasions. Guests.
• Everyday product for high income housewives, who
  cook for the whole family.
• Everyday product for gourmets.

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3. Different types/sorts of shrimps awareness
and perceptionThe situations of shrimp
consumption(continuation)
Different situations of consumption
(continuation)

• Unpeeled shrimps
• With beer
• Everything depends on the aim. If you want
  shrimps with beer, then you buy them unpeeled.
  But if you want the shrimps to get the taste of
  the dish to which you add them, then peeled ones
  will be your choice.
• Ritual
• Unpeeled shrimps are already a ritual, because
  you peel them and drink beer. They are more salty
  and their taste is richer.

• Peeled shrimps
• In salads, main courses Peeled shrimps are
  better in salads. In general, they combine with
  other products better.
• For kids peeled shrimps are better used in
  salads or for the kids so that they dont peel
  them.
• Elite product I think that peeled shrimps are
  of better quality. They fit different exquisite
  meetings with guests.

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3. Different types/sorts of shrimps awareness
and perceptionThe situations of shrimp
consumption(continuation)
Differences in the perception of the consumption
situations among men and women

• For men, the shrimps accompany the talk as a
  snack for the beer. The process of consumption of
  unpeeled shrimps acts as a form of emotional
  relief after the working day
• Movements of arms somewhat distract from the
  gloomy thoughts at this moment whatsoever

• Women view the shrimps as a rare sort of the
  snacks that brings pleasure and you dont put on
  weight
• Im not tired of them. They are tasty and you
  dont need to worry that you can put on weight or
  something.
• For women, shrimps may often be a substitute for
  the dinner, whereas for me its merely a quick
  bite next after the dinner of immediately before
  it.

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3. Different types/sorts of shrimps awareness
and perceptionWays of shrimp consumption

• Ways of peeled shrimp consumption
• Crab or corn salad is the most widespread
  type of salad among our respondents. The only
  difference of the classic crab salad will be
  lettuce, toasts and crackers.
• Shrimps with avocado. Respondents think this is
  a classic shrimp salad.
• Shrimps with grapefruit. The most widespread
  ingredients are grapefruit, shrimps and
  mayonnaise.
• Vegetable salad with shrimps. The shrimps are
  used in combination with tomatoes, cucumbers and
  red pepper.
• Mushroom salad with shrimps. The shrimps are
  more often used in combination with mushrooms,
  rice and mayonnaise.

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3. Different types/sorts of shrimps awareness
and perceptionWays of shrimp consumption(continu
ation)

• Ways of peeled shrimp consumption (continuation)
• Peeled shrimps are more rarely used in cooking
  seconds. Nevertheless, for many people such
  dishes as pilaw, pasta and shrimp soup have
  become common
• Pilaw Pilaw is prepared easily. I fry the
  shrimps in the empty pan at first to get rid of
  water. Then I add a good deal of oil and already
  boiled rice. Then its necessary to empty there a
  small can of corn and saffron
• Pasta You prepare pasta, then you add tomatoes
  in own juice, shrimps, onion and spices.
• Soup Shrimps are blended and cooked with 11
  creams until they boil.
• Sweet dishes I fry the shrimps with lumps of
  pineapple, kiwi and banana in small amount of
  oil. So we get some sort of a mush to which we
  add a glass of orange juice. Then I stir it up,
  it boils and becomes thick like syrup. And if you
  try it with rice, its just delicious.

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3. Different types/sorts of shrimps awareness
and perception The advantages of peeled shrimps
48
3. Different types/sorts of shrimps awareness
and perceptionThe advantages of unpeeled shrimps
49
3. Different types/sorts of shrimps awareness
and perceptionBarriers that block the purchase
of peeled shrimps
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3. Different types/sorts of shrimps awareness
and perceptionBarriers that block the purchase
of peeled shrimps(continuation)

• Barriers that block the purchase of peeled
  shrimps (continuation)
• Price
• Major problem for me is the price. I know that I
  will throw away more than a half of unpeeled
  shrimps, but at least I will get some
  satisfaction from the process. And I really
  grudge to pay so much for the peeled shrimps.
• Low awareness of how to cook the shrimps
• It doesnt make much sense to me. So you boil
  them and sort them for the beer and now,
  please, my dear guests, treat yourselves to them?
  Crab salad will go nicely with imitation
  crabmeat, you know. So after all, I dont see any
  sense in the unpeeled shrimps.
• Taste and appearance
• They are really more rubber-like and look like
  worms.
• I tasted them and I think they are somewhat
  dryish and tasteless.
• Fastidiousness
• It arouses some slight fastidiousness. I just
  cant figure out who peeled them, and I suspect
  those were people and not some machines.
• I dont know what vapour they used, or under
  which conditions they peeled them or what they
  put in this pack.
• Distribution
• In our retail chain store we have only unpeeled
  shrimps. In general, the assortment of the peeled
  shrimps is very limited.

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3. Different types/sorts of shrimps awareness
and perceptionPossible ways to overcome the
barriers
52
4. Frozen peeled shrimp brand awareness
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4. Frozen peeled shrimp awareness

• Consumers believe that there are only 3-4 brands
  of shrimps in the store among which they have to
  choose. Ramstore retail chain is a surely an
  exception, for it has a wider range of shrimps.
• As a rule, the first thing the consumers pay
  attention to is the accustomed brand, but if they
  are not satisfied with the quality of the
  shrimps, they look for another brand in a pack in
  which they look more appetizing.
• The following brands were mentioned more often
  than others (they are sorted in accordance with
  the number of times they were mentioned)
• Salmon
• Norton
• Agama
• Sirena
• Albatros
• Boukhta izobiliya
• Emborge
• Polar
• Dimare
• Marisol

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4. Frozen peeled shrimp awareness

• At present, different brands of shrimps are low
  differentiated from one another in the opinion of
  the consumer both at the associative and
  imaginative and rational levels
• With the utter absence of advertisement in the
  segment of the frozen shrimps the major
  communicative role is performed by means of the
  packing design.
• The significant part of the consumers practically
  dont see any difference between the brand at the
  products level. Partially, we have to blame the
  boiling of shrimps for that, as a result of which
  the product of better quality loses its
  properties.
• For most consumers the shrimps of all the brands
  have approximately evenly good, though unstable
  quality. As we noticed before, the consumers
  think that the quality is mostly
  conscientiousness in shrimp selection during
  packing processes, the amount of ice in a pack,
  neat, unbroken appearance of the shrimps.

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4. Frozen peeled shrimp awareness

• The consumers are aware of different brands of
  the shrimps. But the loyalty to certain brands is
  virtually non-existent
• The target audience believes that the product
  quality of different producers is almost the
  same.
• It is supposed that the shrimps of different
  brands come from the 4 major sources Denmark,
  Norway if its a foreign brand, Far East and
  Kaliningrad if its a Russian brand. But the
  preference is given to the foreign brands.
• While choosing the shrimps consumers behaviour
  is defined by the following dominating factors
• Price
• The presence of shrimps in the supermarket near
  ones home. Many consumers complain about the
  limited assortment of the shrimps what is
  especially fair, if we speak about the peeled
  shrimps.
• Shrimp appearance in a pack. Many reprimands go
  straightforward not to the shrimp producers, but
  to the suppliers who do not observe the storage
  and transportation regulations.

56
Frozen peeled shrimp awareness The consumers
segmentation of the shrimp brands

• The following brands partook in the
  segmentation
• Salmon,
• Agama,
• Sirena,
• Albatros,
• Boukhta Izobiliya,
• Emborg,
• Troms
• Since the brandedness of the category in the
  opinion of the consumers is extremely low, the
  segmentation was very often conducted on the
  basis of the packing design perception.

57
4. Frozen peeled shrimp awareness The
consumers segmentation of the shrimp brands

• Most general consumer segmentation of the major
  shrimp brands, based in many ways on the packing
  perception, looks like this

Affordable, for everyone
Expensive, upmarket
Cheap, unclear
We use the respondents terms as the names of
the groups.
58
4. Frozen peeled shrimp awareness The
consumers segmentation of the shrimp brands

• Expensive, upmarket group
• Agama, Emborg, Boukhta izobiliya
• This group includes the packs that create an
  impression of the expensive brands of the
  quality shrimps. The design of these packs has a
  biggest emotional appeal for the respondents.
  They treat them as expensive, elite shrimps of
  the European quality.
• In many cases this perception is thank to the
  strict and reserved design. In case of Agama and
  Boukhta izobiliya there is also an impact of
  the dark cold shades. Emborg gives an impression
  of an expensive, quality product due to the
  transparent vacuum pack.
• At the same time, the other side of these packs,
  according to some consumers, is their
  distance and extreme official character. Some
  consumers believe that these shrimps are not for
  them and choose more affordable ones during the
  shelf-test.

59
4. Frozen peeled shrimp awareness The
consumers segmentation of the shrimp brands

• Affordable, for everyone group
• Sirena, Salmon
• It is represented by the most widespread brands
  in the market. They are perceived as the most
  famous, affordable, and appropriate for the home
  consumption.
• the design of these packs forms the idea about
  the product as optimal as to price/quality. There
  is a high interest in the purchase of these
  shrimps. Their quality is perceived as
  acceptable.
• This perception is in many ways conditioned by
  the standard, more usual packing design bright
  colouring, the presence of photo images of the
  shrimps against the sea.
• Consumers, familiar with these brands, think
  that the design of these packs fits the
  peoples character of these brands offering
  goods at affordable prices.

60
4. Frozen peeled shrimp awareness The
consumers segmentation of the shrimp brands

• Cheap and unclear group
• Albatros, Troms
• Albatros is an example of the shrimp pack that
  does not form any purchasing intention among the
  consumers.
• Troms also does not cause any spontaneous wish to
  buy them during the shelf-test, but they are
  perceived as rather a product of unclear price
  (see below)

61
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• Agama
• This brand was often referred to the expensive
  shrimp brands due to the following
  characteristics
• Reserved colouring
• Most successful big opening.
• Strict, minimalist packing design. The brand name
  itself is associated with the western countries
  that have the reputation of the quality goods
  producer.
• Original marking of the shrimp size.
• Shrimps that are visually bigger

62
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• Boukhta izobiliya
• The brand was referred to the expensive shrimp
  brands, because
• This is the only brand of the big king shrimps
  that participated in the segmentation.
• At the same time, respondents said that it was a
  big opening that attracted them in the pack.
• Strict, laconic design.

63
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• Emborg
• This brand was almost always referred to the
  expensive elite products thanks to its
  transparent vacuum pack.
• Most respondents believe that thats the way the
  peeled shrimps have to be kept the utter
  absence of ice, reliable protection against
  damage during transportation.
• But this pack very often caused the rejection
  among the consumers of the unpeeled shrimps, who
  thought that the shrimps in a vacuum pack didnt
  look appetizing.

64
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• Sirena
• A part of the consumers, especially women,
  perceive this bright, optimistic packing style
  positively.
• Photographic images of the lettuce, lime and etc.
  is a bright, appealing detail that contributes to
  forming the shrimps appetizing character.
  Moreover, it gives the pack and brand a homey
  and family feeling.
• Although some respondents treated the pack badly,
  since the shrimps depicted on the pack slip into
  rivalry with the real content of the pack, which
  is of bigger importance when one chooses shrimps.

65
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• Salmon
• Judging by design of this pack, this brand was
  also referred to the family affordable brands.
• Some consumers evaluated this pack positively
• Bright, optimistic packing design
• Appetizing colours (red and orange)
• Nice associations with the sea and summer.
• The inscription standard confirms the high
  quality of the product

66
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• The other part of the target audience found it
  not really attractive owing to the following
  things
• The absence of an opening on the pack the
  presence of the transparent insets on the back
  side of the pack is of low efficiency, as the
  consumers just throw a quick glance at the face
  side of it
• Bright, many-coloured packing design makes the
  brand for the part of the audience look simple
  and inexpensive.
• Bright and appetizing shrimps that are depicted
  on the pack cause distrust.

67
4. Frozen peeled shrimp awareness The pack
perception of various shrimp brands

• Albatros
• Albatros shrimps receive a low evaluation from
  the part of the consumers due to the following
  reasons
• Bright, tasteless, cheap colouring.
• The absence of an opening on the pack.

68
5. The perception of Troms shrimps
69
5. The perception of Troms shrimps General
perception

• General perception
• Troms pack didnt cause consumers to feel any
  interest or emotional feedback.
• Although respondents note that the pack is rather
  original. It can be nicely differentiated from
  other shrimp packs
• Its nonstandard, usually, all the packs
  resemble that of Salmon, you know, blue with the
  image of shrimps. I mean they are all the same.
  And here, just quite on the contrary, it comes
  forth
• It doesnt cause any unpleasant associations.
• Big reprimands are rooted in the absence of an
  opening on the pack.
• Sometimes, there were suppositions that the
  modest appearance spoke of a high quality
  This pack is for the gourmets who dont need any
  fine pictures.

70
5. The perception of Troms shrimps New design of
the pack

• New design of Troms shrimps is perceived better
  than the previous one.
• But, in general, the consumers dont believe it
  to be emotionally attractive. It is perceived as
  cold, unappealing, and unappetizing. Still, the
  picture on the pack makes the consumers think
  that there are no shrimps in the pack, but some
  mixture of seafood. Moreover, some of them
  noticed that the opening is too small.

71
5. The perception of Troms shrimps Brand and
product perception

• Brand perception
• For some consumers, its a very expensive,
  premium brand.
• For the others, its a cheap, outdated Russian
  brand.

• Purchasing motivation
• Some consumers are not interested in the product
  due to its unappetizing pack.
• Respondents who have found it as one for the
  gourmets expressed a strong wish to buy it on
  special occasions.

• Product perception
• Some part of the audience thinks its of a high
  quality.
• But other respondents perceive the pack as
  irrelevant of the category pack of chips or
  dumplings.

• Typical consumer
• Opposite versions. Either a gourmet, a true
  connoisseur. Or a common resident who wants to
  save money and thats why, chooses cheap but not
  very qualitative product.

72
5. The perception of Troms shrimps Brand and
product perception(continuation)

• The major factor that boosts the interest among
  the consumers to buy Troms shrimps is the country
  of their origin Norway
• I know that there is a city called Tromse across
  the polar circle. Therefore, I would be
  interested and think that such a plain pack is
  for those who understand the shrimps. I would
  taste them.
• I would taste them, if I saw the Norge logo. I
  would feel interested, because I like Norwegian
  fish very much.
• The strongest moment about these shrimps is that
  they are produced in Norway. When I bought them,
  I didnt examine them whether they looked like
  dumplings or not. Norway to me is a guarantee
  that the product will be good. Hell, I dont eat
  packs.
• As we noticed before, its recommended to pay
  special attention to the country of origin of the
  products during the advertising campaign.

73
II. THE CHEFS OPINION OF FROZEN PEELED SHRIMPS
74
1. Modern trends in the seafood market
75
1 Modern trends in the seafood market

• For the participation in this research we have
  recruited the chefs from the middle scale and
  upper scale restaurants, in which the cold-water
  shrimp dishes are well listed on the menu.
• We have encountered no difficulties with
  recruiting chefs from the upper scale
  restaurants, whereas the middle scale restaurant
  experts were represented mostly by the chefs of
  the pubs and sports bars, the only ones who
  agreed to partake in the research. They feel
  confident in the market niche related to the
  cold-water shrimps and which cannot be said about
  the chefs of the fast food and other middle scale
  restaurants, where the cold-water shrimps are in
  a very small assortment, just in one or two
  types of salads.

To determine the real volumes of purchases of
different goods conducted by Moscow restaurants
it is necessary to carry out a qualitative
research. We can speak only about some general
trends.
76
1 Modern trends in the seafood market

• In opinion of the interviewed chefs, we can
  speak today of the following modern trends in the
  cookery market
• Orientation towards healthy lifestyle that is
  manifested in
• the calculation of kilocalories per dish.
• the desire to eat healthy food rich in
  vitamins and elements. Today its quite common to
  serve undercooked vegetables and potatoes to keep
  their precious ingredients intact.
• the choice of the dishes that are easily
  digested.
• All that leads to a high interest in the seafood
  and fish.
• East. Japanese and Chinese cuisines. Sushi bars.
  
• Fusion style, combination of the eastern and
  European cuisines. For example, when one takes
  the eastern cuisine as the basis but the dishes
  are served in the European manner.

77
1 Modern trends in the seafood market Formation
of new trends awareness among the chefs
78
2. The perception of frozen peeled shrimp
category
79
2. The category of frozen peeled shrimpsGeneral
perception

• Seafood, including shrimps, are used both to
  cook exclusive expensive positions on the
  restaurant menu and more common everyday
  dishes.
• We trace the trend of using cold-water or else
  cocktail shrimps as the chefs get used to calling
  them these days in more everyday dishes.
  Whereas for the exclusive dishes the chefs prefer
  the king and tiger shrimps which they call the
  decoration of the table.

80
2. The category of frozen peeled shrimpsWays of
presentation
81
2. The category of frozen peeled shrimpsShrimp
usage potential

• The chefs of the upper scale restaurants are
  interested to a lesser degree in the expansion of
  the dish assortment that would involve the usage
  of cold-water shrimps if compared with the chefs
  of the middle scale restaurants.
• Its indicative that the chefs of the upper scale
  restaurants often call small shrimps either
  cocktail shrimps or beer shrimps. They
  believe that the maximum perspectives they have
  are on the menu in
• Pubs and sports bars,
• In business-lunch cafés and middle scale
  restaurants with the high turnover.
• In fast-food chains that serve Russian cuisine
  (pancakes and dumplings with shrimps).
• As for the upper scale restaurants, the
  warm-water shrimps are supposed to be a top
  priority, since they are a more elite and
  expensive product.

82
2. The category of frozen peeled shrimps Shrimp
usage potential (continuation)

• The chefs of the middle scale restaurants prefer
  the unpeeled shrimps today, whereas the peeled
  ones are sooner auxiliary products to cook
  sauces and salads.
• The feel interested in the expansion of the
  assortment of the peeled shrimp dishes. But among
  some serious barriers to block it they single
  out
• Stereotypes that the unpeeled shrimps are more
  juicy and tastier than peeled ones.
• High price of the peeled shrimps and lower
  demand for them on the part of the customers of
  their restaurants.

83
2. The category of frozen peeled shrimpsThe key
criteria for the choice of shrimps
Price
84
2. The category of frozen peeled shrimps The key
criteria for the choice of shrimps (continuation)

• The country of origin
• For the chefs the country of origin is of primary
  importance. The most of them purchase the seafood
  from Norway and Denmark. The biggest distrust
  aroused is attributed to the Russian seafood
  suppliers
• We have chosen the shrimps from Denmark,
  North-Atlantic ones to be precise, I mean those
  which have been caught between Norway and New
  Zealand. Because the northern waters are clearer.
  And the shrimps there swim right at the bottom.
  In the northern waters the shrimp grows slowly
  and by this gets a finer taste (Chef of Stary
  Melnik restaurant).
• We like Norwegian seafood. They are wisely
  packed. They have good sizes. Then, what else is
  important? The terms of storage and delivery are
  certain and they guarantee their quality (Chef
  of Metropol restaurant).

85
2. The category of frozen peeled shrimps The key
criteria for the choice of shrimps (continuation)

• Shrimp taste
• Unlike common consumers, the chefs pay a lot of
  attention to the shrimp taste and claim they
  easily distinguish if the product is a quality
  one or right the opposite.
• Quality shrimps in their opinion should have
  sweetish taste, they should have tender,
  mild meat, and light sea smell.
• The most chefs are convinced that the unpeeled
  shrimp taste is richer if compared with the taste
  of the peeled ones.

86
2. The category of frozen peeled shrimps The key
criteria for the choice of shrimps (continuation)

• Price
• Chefs of the middle scale restaurants believe
  that the price for the peeled shrimps should not
  exceed 130-140 rubles a kilogram. Whereas the
  unpeeled ones should cost approximately three
  times higher.
• Chefs of the upper scale restaurants could not
  verbalize how much they charge for the cold-water
  shrimps at their restaurants. The price is also
  important for them. But they are inclined to view
  all the prices and discounts provided by the
  supplier as a whole.

87
2. The category of frozen peeled shrimps The key
criteria for the choice of shrimps (continuation)
88
2. The category of frozen peeled
shrimpsSecondary criteria for the choice of
shrimps

• Shrimp brand is not the key criterion for the
  choice
• Awareness of the chefs of the shrimp brands is
  not high. Most of them could recall only one
  brand of frozen cold-water shrimps they use or
  used to without a hint.
• In general, the chefs can recall the brands of
  those shrimps the names of which coincide with
  the names of the seafood supplying companies.
  Most often recalled
• Agama Agama-trade
• Emborg Emborg
• Sirena Sirena Salmon Co
• Dimare Dimare Seafoods Co

89
3. The decision-making process of shrimp purchase
90
3. The decision-making process of shrimp purchase

• At the middle scale restaurants the chef is
  responsible for almost all the decisions related
  somehow to the menu buildup, products purchases,
  and product quality control.
• At the upper scale restaurants the
  responsibility for all decisions made is split
  between several people, who form in their turn
  the purchasing centre
• Purchasing centre Chef restaurant director
  purchasing department or purchasing manager
  PR-department
• But not all the elements of the above-mentioned
  chain are present in operation of the purchasing
  centre of every expensive restaurant. The
  important thing here is that the chef is not the
  only person who participates in the purchasing
  process, though the final decision as to the
  product quality is his.

91
3. The decision-making process of shrimp purchase
Final decision as to the quality of the product
(shrimps incl.) is made by the chef
Chef and purchasing centre choose the supplier
92
3. The decision-making process of shrimp purchase
93
3. The decision-making process of shrimp purchase
The role of seafood supplier

• The product supplier role
• The decision to select a supplier is made on the
  ground of how profitable his offer is in respect
  to all the categories of the products the
  restaurant purchases.
• Today serious complaints of the chefs are caused
  by the nonobservance of the transportation and
  storage regulations on the part of the suppliers.
  The seafood come frequently after they have
  already been frozen and refrozen a couple of
  times.
• As a result of the arising problems the
  restaurants of different levels prefer to work
  with several suppliers at a time. They rarely
  feel loyal to any specific seafood supplier.

94
3. The decision-making process of shrimp purchase
The role of seafood supplier(continuation)

• The product supplier role (continuation)
• Among relatively reliable seafood suppliers the
  chefs named the following ones
• Agama-trade
• MaRR Russia
• M-foodservice
• Snezhny Mir
• Emborg Emborg
• Sirena Sirena Salmon Co
• Nevertheless, it has been noted that even those
  companies that look prominent against others may
  experience some transportation or seafood storage
  problems.

95
3. The decision-making process of shrimp purchase
The role of seafood supplier(continuation)
96
4. Different types/sorts of shrimps
awareness and perception
97
4. Different types/sorts of shrimps awareness
and perception

• Chefs arent deeply aware of all the types of
  the shrimps. As one of them noted
• I am not an ichthyologist, so I dont have
  any clue of the classification into the
  warm-water and cold-water shrimps (Chef of
  Metropol restaurant)
• Many chefs use the terms small, cocktail or
  deepwater shrimps instead of the cold-water
  shrimps. Likewise the big, king-size shrimps
  instead of the warm-water shrimps.

98
4. Different types/sorts of shrimps awareness
and perception
CHEFS AWARENESS OF THE TYPES OF SHRIMPS

• Cold-water
• Use everyday dishes small ones for the beer,
  cocktail shrimps are added to the soups and
  salads
• Used in more traditional dishes like Caesar
  salad, sea cocktails.
• Affordability and restaurants mass character
  criterion
• Affordable price. Shrimp brand is of no big
  importance.

• Warm-water
• Use for special exclusive dishes, for the
  table decoration
• Used in various modern trends fusion, in eastern
  and Italian cuisines.
• Criterion of a high status of the restaurant,
  its cuisine prestige.
• High price. Shrimp brand is of somewhat bigger
  importance.

99
4. Different types/sorts of shrimps awareness
and perceptionBarriers that block the usage of
cold-water peeled shrimps
100
4. Different types/sorts of shrimps awareness
and perception Possible ways to overcome barriers
101
5. The perception of Troms shrimps
102
5. The perception of Troms shrimps

• Unlike common consumers, the chefs pay almost no
  attention to the pack of the shrimps. Troms
  shrimps were criticized only once for not having
  any transparent opening on the pack.
• In general, many are ready to use these shrimps
  as a Norwegian product, if they were offered by
  those suppliers they have regularly been working.

103
III. Summary and Recommendations
104
Summary and recommendations

• 1. The seafood and shrimp consumption is
  perceived by the target groups and the chefs as a
  very important component of the life of a modern
  man who is oriented towards the healthy
  lifestyle. The major emotional motives for the
  shrimp consumption in opinion of the target
  groups are the desire to create an atmosphere of
  a holiday, indulge oneself, care about ones
  beauty and health. The key rational motives are
  the appropriate cuisine minceur rich in the
  healthy components.
• 2. Brandedness of the category in opinion of the
  consumers and chefs is extremely low. They have
  different significant criteria for the choice of
  shrimps. For the consumers these are, first off,
  the price, appearance of the shrimps, minimum ice
  in a pack, neat packing, and packing
  convenience. Whereas for the professionals the
  most important things are the product taste, the
  country of origin and reliable supplier, who
  observes the transportation and storage
  regulations.

105
Summary and recommendations

• 3. Peeled shrimps if compared with the unpeeled
  ones are perceived by the consumers as more elite
  and feast product having a wide range of
  applications, and fitting the situations of a
  large reception, quick and simple. The major
  disadvantage of the peeled shrimps for the
  consumers is a high price, low awareness of the
  product and ways of cooking, as well as the
  problems related to the product distribution.
• 4. To increase appeal of Troms peeled shrimps,
  we recommend the following
• Competitive price positioning at the first stage
  (promotion actions, tasting, advertising