Community Supported Fishery Marketing Research

Alex Corwin
Elizabeth Frey
Abel Gachou
Meghana Indurti
Karmen Leung
Community Supported
Fishery
Table of Contents
Secondary Research 3
Stage One Research Objectives & Questions 4
Method: Procedure & Rationale 4
Recruiting & Participant Profiles 5
Data Reduction Process 5
Appendices 13
Stage 1 A-E
Stage 2 F-H
Summary of Findings & Supporting Examples 5 - 7
Survey Questions 7
Stage Two Research Objectives & Questions 8
Method: Procedure & Rationale 8
Recruiting & Participant Profiles 8
First Order Analysis 9 - 11
Second Order Analysis 12
Executive Summary 2
Executive Summary
Would a Community Supported Fishery work in Virginia? Community
Supported Fisheries like Community Supported Agriculture programs guarantee producers
a market for their product while giving customers access to fresh local foods. CSFs have
been successfully launched in Durham, North Carolina and Boston, Massachusetts. In
collaboration with Virginia Sea Grant our research team has set out to determining the ideal
CSF design with which to target the William and Mary faculty and staff in order to
facilitate an assessment of the feasibility of a CSF in the Williamsburg area. An online
survey was deployed, from which we were able to analyze the responses on 88 members of
the William and Mary faculty and staff on eight questions regarding the ideal CSF
marketing mix. We found that participants want variety and prefer common finfish,
scallops, shrimp, and crab over other species. The ideal CSF program would consist of a
half-share (1-3 lbs) of filleted or pan ready fish delivered bi-weekly over a six-month
period with a P.M. pickup time between Monday and Thursday. Share options should be
priced to reflect a 10% premium and should include recommended recipes to go with the
fish. In the event of shortages, participants will accept up to a third of their share as frozen
seafood. Though participants are already likely to join a Williamsburg CSF they would be
even more likely to do so if they had the option of a one-month trial period. In addition, we
found that household size does not affect share size preferences, nor does income affect
likeness to join. Adherence to the above recommendations we believe would provide the
ideal marketing mix to specifically target William and Mary faculty and staff.
2
BACKGROUND RESEARCH OVERVIEW:
Through our secondary research we aimed to
gain a better understanding of the CSF program. We
examined various CSF initiatives along with current
existing programs. With this background research we
were able to design an interview guide that was used
to structure the conversation during our seven in-
depth interviews. Ultimately we hope the qualitative
insights we gained from these interviews will help
inform future decisions made about creating a
sustainable CSF in Williamsburg.
CSF Overview: A community-supported
fishery (CSF) is a shore-side community of people
collaborating with the local fishing industry,
connecting fishermen directly to local markets. CSF
members pay for a share of the fishermens catch,
giving the fishing community financial support in
advance of the season, and in return receive a share
of seafood on a regular basis. CSF is tailored after
the community-supported agriculture (CSA) model,
which provides subscribers with farm-fresh shares of
produce and other local food products. CSFs aim to
support local fishermen, improve sustainability,
connect consumers to a fresh and healthy supply of
local seafood, and foster a rewarding relationship
between the local fishermen and consumers.
Exi st i ng CSF Programs: The f i r st
Community Supported Fishery and Aquaculture
program was launched in Port Clyde, Maine in 2007.
Since then, CSF projects have been a growing trend
throughout the nation. There are now dozens of CSF
programs across the country. To get a better idea of
the possibilities for structuring a CSF program in
Williamsburg, our group looked into various existing
CSFs, including the Walking Fish CSF at Duke
University, the Port Clyde CSF in Maine,
Charlottesville CSF in Virginia, Monterey in Santa
Cruz, and Off The Hook in Atlantic Canada.
(i) Existing options/packages and pricing: In
the Walking Fish program, consumers have two
processing options, headed and gutted, or filleted.
These share options were priced at $10.25/lb for
filleted and $9.25/lb for headed and gutted. Shares
are delivered in 1-2 or 3-5 lb packages. Other CSFs
are much pricier. Local catch in Monterey Bay for
example charges $20 for 1-1.5lbs of fish fillets.
!
! (ii) How fish is prepared and delivered: One of
the main goals of a CSF is to establish a transparent and
efficient chain of custody from boat to fork. In the Port
Clyde CSF, Co-op fishermen take extra steps to improve
their product quality. They have adopted new practices
that greatly reduce bacteria count, which makes a
significant difference in seafood quality, especially when
fishermen are at sea several days at a time. CSFs also
create flexible delivery schedules that give local
members options for when to pick up their share.
! (iii) Existing environmental concerns of
consumers: For many species of commonly eaten fish,
such as haddock, cod, and flounder, the rate of
consumption exceeds the rate at which the fish can
reproduce. Some consumers are also worried about water
pollution in local bays and rivers, which may affect the
quality of the catch.
! (iv) Seafood from safe, trusted sources: The
United States imports 80% of its consumed fish. Of this
the FDA only checks 2%, making the safety of
consuming fish highly questionable. In contrast, local
fishermen in CSF programs provide CSF members with a
safer, more sustainable source of fresh and healthy
seafood. Members who partake in this initiative will
know where the seafood came from, and how and when
it is caught.
Secondary Research
3
Research Objectives & Questions
GOAL: We designed specific questions aimed at gaining detailed
information from our interview participants regarding the feasibility of launching a
local CSF initiative in Williamsburg. Our research questions are structured around
the four marketing mix elements of Product, Price, Place and Promotion. Through
our findings and discoveries, we hope to be able to identify ways to garner interest
and commitment from a target consumer group. Moving forward, we aim at
constructing a sustainable local CSF with the goal of connecting local fishermen to
their market in Williamsburg.
Through these research questions below we hope to gain insightful
information for our objectives of each category. Our primary objectives for
Product questions are to get an understanding of clients expectations for share
packages. For example, what types of fish do they want, and in what quantities? For
Place we aim to identify the location and delivery methods most convenient for
potential CSF customers. In examining Price, our objectives are to identify the
value consumers place on the combination of goods and services that make up a CSF.
Our Promotion objectives are to seek out the perceived benefits of a CSF and to
find the best communication channels to reach our target markets.
Research Questions
Our overarching question is, assuming people were to subscribe to a CSF
program in Williamsburg, how should we design the marketing mix in order to attract
the most interest and commitment from local customers?
The following are preliminary questions and concerns we had about each of
the four elements of the marketing mix:
1.) What product qualities and specifications are most desirable for potential CSF
participants? E.g. Variety, quantity, duration, flexibility, level of processing (cleaned
vs. fillets) and information about food preparations and recipes
2.) When, where, and how a potential customer would desire to receive or obtain
the products they have purchased?
3.) Compared to other methods of purchasing fish, what is an appropriate price for
different products and services that could be provided through the CSF?
4.) What type of information is needed to properly promote the CSF?
Method:
Procedure &
Rationale
Interview method- (in person): Based on our research objectives, we felt that in-depth interviews were the best
method to gain the information that we needed. A few factors account for our choice to opt for one-on-one interviews
in person. For one, we were facing considerable budget and time constraints. With only a two-week window within
which to plan and conduct our interviews, we opted to keep things as simple as possible for ourselves. Furthermore, our
interviewers are relatively inexperienced. From this standpoint, in-depth interviews are much more manageable for
beginning researchers in comparison to say focus group interviews. Additionally in-depth interviews ensured that
participants could respond freely since they were away from social pressures. This became very important as we found
out, since each of our participants had very different lifestyles that impacted their answers. For example, one of our
participants until recently had been a devout vegan. Finally, by conducting the interviews in person, usually in the
participants office or classroom, we were able to connect with them on a more personal level, and incorporate a word
association activity into our interviews. All interviews were video recorded with the participants permission and then
transcribed to word documents.
4
Recruiting & Participant Profiles
In an attempt to identify other potential target
markets for the CSF, William and Mary faculty and
staff members were interviewed. Faculty members
are an ideal category because they are not only
representative of the W&M Community, but are in
addition a representation of the local community of
Williamsburg as well. By choosing to interview
W&M faculty and staff, it allows us easy access to
obtain an outlook on the older demographic
surrounding this area. By finding faculty and staff
from the business school, physical sciences and
athletic department, we were able to gain multiple
perspectives on our CSF initiative and project.
In total we interviewed seven W&M
faculty and staff members. From the seven
interviewees, four were male and three were
female. Their ages ranged from the mid
20s to the early 70s. The majority of our
interviewees live in a suburban area. Four of
those interviewed were Mason School of
Business Faculty, two were coaches from
the athletic department, and the final
participant was a Physical Science
professor.
Summary of Findings & Supporting Examples
From our multiple interviews, our group had a
tremendous amount of data and information to sort
through regarding our respondents opinions on their
ideal CSF marketing mixes. To reduce, categorize,
and consolidate all of our data, we used an
impressionistic approach by dividing a large poster
paper into the categories of product, place, price, and
promotion. At this point we reviewed each interview
transcript, jotting down key insights and factors onto
sticky notes. We then placed each sticky note in its
relevant category.
Afterwards, we combined similar data entries
and further categorized them under larger
themes. This process allowed us to visually
construct our findings into the beginnings of
a functioning conceptual model. In addition,
we kept track of the correlations in our
participants responses. For example, we
found a positive relationship between amount
of participants knowledge of local fish
varieties and magnitude of selectivity of fish
types.
Data Reduction Process
PRODUCT

People liked variety but some were wary: We asked a few
questions in order to get an overall sense of potential
product preferences. We found that our participants want
to have a variety of fish. This includes both shellfish and
fin-fish. They also expressed a desire for both oily fish
and flaky fish, especially those who are conscious of the
health benefits of Omega 3s. When asked how they felt
about having no prior knowledge of the type of fish they
would be receiving, most participants stated that they like
the surprise. Respondents are drawn to the idea of
branching out and trying new foods and new recipes.
However, some of the people we interviewed expressed a
desire for limited variety or a selected variety, whereby
they could be given a list of potential species and choose
the ones they want to receive. One of these participants is
much more knowledgeable of the local seafood selection,
while two others are allergic to certain types of shellfish.
Those who were less choosy seem to have a
relatively limited knowledge of local fish
species, and thus welcomed the idea of
surprise and the idea of someone with more
expertise making the decision for them.

People prefer fillets: Most of our participants
expressed a desire to have their fish filleted.
When asked if they would be willing to fillet
their own fish, if someone showed them how,
people were hesitant. We found that the
primary issue at hand is not a matter of know-
how, but rather that people prefer the
convenience of less prep work and cleanup,
not to mention the odor caused by undesired
fish parts. This finding seems to correspond
with the experiences of several existing CSFs.
Both Off the Hook and Walking Fish
incorporate fillets into their options.
5
Household size determines portion size, but flexibility is a plus!: We found that household size was the number
one determinant for preferred share size. Those with larger families tended to want more fish, such as 3-5 lbs of
whole fish. Single participants or couples without kids were wary of committing to share sizes above 2 pounds.
Respondents also want the ability to occasionally buy extra fish, especially for when they have company. In our
primary research, we found that other CSFs such as Off the Hook were able to incorporate this service. We
recommend that any CSF established in Williamsburg offer the same flexibility.
Alternative lifestyles might be an attractive target for a CSF: Lifestyles of the participants also correlate with
the amount of fish they lean towards. Those who have had minimal experience with fish are hesitant to commit
to larger portions. However one of our participants was a vegan who recently turned vegetarian, and admitted
that fish has become an important source of protein in her diet. This individual wants a disproportionately larger
share of fish and is especially enthusiastic about the prospect of a more ethical source of meat. From this, we
infer that vegetarians may make a small but enthusiastic core group to target.
PLACE

Pickup should combine grocery store accessibility with drive-through efficiency: We found that our
participants expect their pickup experience to be comparable with their grocery store experience. Many are not
willing to drive further than 5-10 miles from their house. Respondents emphasized that the location should be a
familiar public place that is convenient to get to, and should be a quick-in and quick-out.
Most people want to pick up their share on a weekday afternoon after work. Several want their pick-up
early in the week, either on a Monday or Tuesday. These participants want to consume their share throughout the
week as their weekends are usually unpredictable. These respondents fit into the younger and unmarried
demographic. However, one of our older interviewees said he would prefer to have his share over the weekend.
To our amusement, this person also took his garbage collection day into consideration.
Tendencies toward a bi-weekly schedule: In terms of pickup schedules, we found that four of our participants
want a biweekly schedule. Some lean towards this schedule as a way to mitigate the risks involved with long-
term commitments. However one participant did predict that it would be more convenient for his share delivery
to correspond with his bi-weekly pay schedule, stating that it would also align with his familys grocery
shopping habits. On this note it is interesting to observe that the two participants who are interested in a weekly
delivery are both young and without families.
PROMOTION
Make it credible and authentic: The most popular means to getting the interviewees to subscribe to the CSF
programs appears to be Word of Mouth. Many indicated that there is more credibility attached when the message
flows from a friend, family member or acquaintance. Many participants also liked what social media, such as
Facebook and Twitter, as well more conventional methods like email, would bring. If the CSF were to partner
with other local organizations whose primary objective was sustainability, this would give them a sense of
credibility as well as an established audience to promote to. Developing a presence at farmers markets, Trader
Joes, CSA pick-ups and other similar eco-friendly sites would help reach a receptive market. Finally, direct
mail would be a more targeted form of promoting to those less connected with the Internet.
Let em try it out: Many respondents also indicated an interest in a trial period before committing to a schedule.
Generally people view a subscription as a very large commitment, especially one that they are uncertain about
due to a lack of familiarity and perceived risk.
A trial period might be an effective way before deciding on what share they prefer. By first doing a trial period,
the concerns regarding serving size and quality of fish may be addressed.
6
Feel good benefits and a more ethical form of
meat: Participants mentioned a number of
perceived benefits that we believe should be
stressed in the promotion of a Williamsburg CSF.
The first of these are the healthy advantages one
would receive from fresh seafood. Participants
talked about the benefits of Omega 3s, lean protein,
and mercury-free fish. Additionally, there are a
whole host of feel-good benefits attached to this
subscription, such as the feeling of strengthening
local community ties, reducing the carbon
footprint, and building a long-term and rewarding
relationship between local consumers and their
fishermen.
PRICE
Six out of our seven interview participants said they would
be willing to pay a premium (usually 5%-10%) over grocery store
prices for the seafood they receive through a CSF. None of our
respondents expect to pay a price lower than store prices for CSF
products. However no one was willing to pay a premium above
25%. It is clear that this price tag reflect perceptions of higher
quality and the extra feel good benefits associated with the
product. Admittedly, some of our respondents value these extra
benefits more so than others. This translated into a higher
willingness to be inconvenienced. Our vegetarian participant was
willing to drive much farther (25 min) and spend more time (15
min) at the pickup location than our non-vegetarian participants.
1. What type of schedule would you prefer?
a.) Weekly (receive a share once a week)
b.) Bi-weekly (receive a share once every 2
weeks)
2. On a scale of 1-10, how easy is it to incorporate
shellfish into a family meal in terms of how convenient
it is to cook? On a scale of 1-10, how easy is it to
incorporate finfish into a family meal in terms of how
convenient it is to cook?
3. When would you like to have your share delivered?
a.) On a Monday or Tuesday so that you could
have your fish throughout the week
b.) Later in the week, such as on a Thursday or
Friday so you can have your share on the weekend
4. Would you be interested in purchasing a two-week
trial period before committing to a full season?
Survey
Questions
5. If you were interested in a trial period, and not
taking into consideration the schedule, how many
shipment orders would make you feel comfortable
to committing to a CSF program?
a.) 1 c.) 3 e.) not interested
b.) 2 d.) 4
6. How much more of a premium will you pay for
fish from a CSF program?
a.) 5-10% c.) 25-30%
b.) 15-20% d.) 35-40%
7. Do you think that you would be more likely to
join a CSF if you had a trial period?
8. Are you a vegetarian or vegan?
9. Would you consider turning to a CSF to fill your
regular diet needs? (e.g.: vitamins, protein, etc.)
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Research Objectives
Method & Rationale
Participant Recruiting
Our second stage of research involved a joint online survey created in
Qualtrics that was distributed to the William & Mary and VIMS community via
the VIMS website. Participants from the William & Mary Faculty and Staff
community were mainly recruited via email. This approach enabled us to ensure
that we collectively addressed all research questions while simplifying
recruitment, guaranteeing that we had enough participants to run a reliable
statistical analysis.
We sought to determine the ideal CSF marketing mix based on the
preferences of the William & Mary Faculty and Staff. Our survey contained
eight total questions in which participants were given the opportunity to construct
their ideal CSF by selecting their prefered product options, indicating their
price expectations, choosing their most convenient time of pickup and also
providing feedback on potential promotional programs.
Participants were recruited from the William & Mary faculty and staff.
Everyone within this group had some level of college education, with the majority
having obtained a 4-year or Masters degree. The largest income group was the
75,001-100,000 bracket and the majority of those surveyed lived in a Williamsburg
zip code. A 67% majority of those surveyed were female (Exhibits 1- 4).
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1.
2.
3.
First Order Analysis
Participants were asked to indicate what seafood species they would like included in a
Williamsburg CSF. The options given were common finfish, less common finfish, scallops, clams,
oysters, shrimp, and crab (Exhibit 5). Participants were allowed to select as many options as they
wished. With this question, we gained a better understanding of what types of seafood our 88
respondents would like to see in their CSF share. Results from our frequency distribution test
showed that of the 7 seafood options we provided, common finfish, scallops, and shrimp were the
top three choices while clams and oysters appeared to be the least popular options. 95.5% of our
respondents chose common finfish, 86.4% chose scallops, 85.2% chose shrimp, 73.9% chose crab,
56.8% chose less common finfish, 50% chose clams, and 50% chose oysters (Exhibit 6 & 7).
Additionally, we ran a nonparametric related-samples test to look for statistical significance in the
data results, with the null hypothesis that participants are indifferent towards the seafood options.
Our results suggest that there is statistical significance, p<.00l, in the options our respondents
chose (Exhibit 8).
Respondents were asked to indicate the variation in species they wished to receive on a week
to week basis (Exhibit 9). In this research question, we used a univariate t-test to analyze
peoples attitude towards desired variety in their CSF seafood share from one delivery to the
next. Responses generated a mean value of 4.82/7.00 which is higher than the neutral midpoint
of 4.0 and is statistically significant, p<.001, suggesting that overall participants do lean
towards a larger variety of seafood species from one delivery to the next (Exhibit 10).
This question aimed to assess the respondents desired level of processing, assuming that more
processing would cost more. Respondents were asked to select one of three options: minimally
processed, pan ready, or filleted (Exhibit 11). Our frequency distribution test shows that of our 88
respondents, 45 preferred moderate processing, 25 preferred highest-degree processing, and 18
preferred minimally-processed seafood (Exhibit 12). These results demonstrate that a vast majority
(79.5%) of our participants prefer a pan-dressed or fully filleted fish, suggesting that they desire a
moderate to high amount of processing in their CSF share. Furthermore, we ran a univariate chi
square and determined there was statistically significance in the difference in count of selection
with a p<0.05 (Exhibit 13).
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We sought to determine the amount of frozen seafood customers would be willing to accept to
supplement a lack of fresh seafood in the event of shortages. Participants were asked to indicate their
preference on a scale of 0% to 50% with options given at 10% increments (Exhibit 14). We ran a
univariate t-test on the data obtained. We expected respondents to have high expectations on CSF
shares, and would lean towards 0% frozen seafood in their delivery. Surprisingly, test results
suggested otherwise. A vast majority of participants, 89.7%, chose 20% or above (Exhibit 15). The
mean rating of 4.09/6, p<.001 (where 10%, 6 50%) is statistically significant, suggesting that
overall participants are willing to accept an average of 34% of frozen seafood as part of their delivery
(Exhibit 16 & 17).
There was a comprised set of questions used to gain input on preferred pickup frequency, seafood
amount, day of the week, and time of day, as well as the ideal duration for the subscription period
(Exhibit 18). By running a related samples test on the groups of answers, we were able to
determine the preferences of our participants are statistically significant with a p<0.05. Out of the
88 participants, over twice as many would prefer to pick up their seafood bi-weekly rather than
weekly (Exhibits 19). In addition, 84% of our participants believe a half share (1-3 lbs) is the ideal
amount per seafood pick-up compared to 18% for a full share (4-5 lbs) (Exhibit 20). For pickup-
time of week, 61% of our participants would prefer to pick up their seafood between Monday and
Thursday compared to picking up their product on Friday, Saturday, or Sunday (Exhibit 21). Our
question regarding pickup time-of-day yielded more varied results; 48% prefered an evening
pickup, 47% preferred an afternoon pickup, and 25% preferred a morning pickup (Exhibit 22).
The final part inquiring about subscription duration revealed that 50% would prefer a 6-month
subscription period, 34% of participants would prefer a 3-month subscription period, 20% would
prefer a 12-month subscription period, and 11% would prefer a 9-month subscription period
(Exhibit 23).
We set out to determine the ideal price position for a Williamsburg CSF by asking participants to
indicate how much they would be willing to pay for the CSF program compared to prices they
would pay at the grocery store. (Exhibit 24) The mean percentage when sought through a
univariate t-test is 108.89, which is higher than the neutral testing value we used of 100 (Exhibit
25) . At p<.001, this mean is significant (Exhibit 26). 100 was used as the neutral testing value
because the CSF would equal the grocery store price of fish.We believe that this question caused
some confusion as seven of our participants answered the question with a 1 which in the survey
is taken to mean a price set at 1% of grocery store prices. In order to account for this error, we
deleted the outliers. From our data, we can presume that customers would be willing to pay nearly
9% more for the seafood from a CSF.
4.
5.
6.
10
We wanted to gauge the appeal that additional aspects of a CSF (such as weekly recipes and
cooking demonstrations) might have within the Williamsburg community. Participants were
asked to select as many of these programs as they wished from a list of 9 options. A tenth
option allowed participants to add their own recommendation (Exhibit 27). To examine our
responses we ran a related-samples t-test and set the null hypothesis as participants are
indifferent towards any additional aspects to the CSF. The results were significant (p<.001)
suggesting that people do indeed prefer certain additional incentives (Exhibit 28). These
incentives can be a critical addition to promotional factors of the CSF. The top three choices
were at least 50% of our participants who desired options such as: recommended recipes to
accompany specific seafood at each pick up, seafood preparation and handling during pickup,
and seafood cooking demonstrations during pick up. The most desired of which was recipes
with 77% of respondents selecting that option.
7.
8.
Participants were first asked to gauge their likeliness of joining a CSF designed to
accommodate their preferences indicated in question one through seven. Participants
were then asked to gauge their likeliness of joining this same CSF if they had the
option of a one month trial period (Exhibit 30). From these two inquiries we were
able to determine the potential effect of a trial period on influencing peoples
likeliness to join. We subjected the responses to part one to a one-sample t-test to
obtain a mean value of 5.48/7.00 that was significantly higher than the neutral
midpoint of 4.00, p<.01, revealing that participants on average fall somewhere
between somewhat likely and likely to participate in a Williamsburg CSF
(Exhibit 31). Using a one-sample t-test for the second part we obtained a mean value
of 6.39/7.00 which was significantly higher than the neutral midpoint of 4.00, p<.01,
suggesting that participants are likely to very likely to participate in a one month
CSF trial with the option of cancelling after the subscription ended (Exhibit 32). We
tested the statistical significance of the impact of a trial period has on our participant
joining the CSF, without the trial period with a paired sample t-test, and found that the
difference in means between 6.39 and 5.48 is statistically significant. From that we
can draw the conclusion that respondents are more likely to join the CSF if they have
a trial period (Exhibit 33).
11
Second Order Analysis
We decided to run an analysis with total household size, which we arrived at by adding the
total number of people in each respondents household, and the ideal amount per weekly pickup. We ran
a correlation in order to see whether a household with a larger size would want to pick up a larger
amount per week. We had to retain our null hypothesis in this case because it turned out that the
relationship between them was not significant. With p > 0.1, in this case 0.394, there is no relationship
between the household size and the amount of share a respondent would prefer in a week (Exhibit 34
and 35). A possible explanation could be that seafood consumption is treated as a special event in the
house and the size of household has no impact on how much of it they buy. Children 4-12 and infants
and toddlers are also not likely to make a difference when considering household size. We ran another
correlation analysis using only the Adults 20 and over with the ideal amount preferred per weekly
pick-up and calculated that it is marginally significant with p = 0.07 (Exhibit 36). Further, we ran a
regression analysis to see if the relationship could be predicted, but with an R-squared of 0.041, the
relationship is quite weak (Exhibit 37). This shows that while there is some relationship between the
number of adults over 20 and the amount of shares a household prefers, its not entirely predictive. The
relationship is probably weak because the number of Adults over 20 is going to change depending on
how much a household purchases, but at the same time, the excess amount purchased for each adult is
based more primarily on other varying factors, such as current consumption of seafood, interest in
seafood and portion size the household consumes.
Another analysis we decided to conduct was to see if income affected a persons decision to join the
CSF. This analysis is critical because it is important to know whether someones financial situation is a
significant factor in his or her participation. Through our analysis with a one-way ANOVA we have come to
the conclusion that income for the William & Mary Faculty and Staff members is not a significant factor in
whether or not they will join the CSF program, with a p>.1 (Exhibit 38 and 39). One thing to keep in mind is
that the William & Mary Faculty and Staff have incomes that could allow them to be more flexible with their
spending. From those surveyed, the majority of Faculty and Staff had income in the fourth bracket, which is an
income level of $75,001-100,000.
Since income was not a significant factor in determining a faculty and staff members decision to
join the CSF we decided to run a correlation analysis to see what might be a factor to join the CSF. Instead
of income, we analysed if the amount of seafood typically consumed could be influential in their decision
to join. We found that there was a correlation (p<.05) between the amount of seafood typically consumed
and a faculty and staff members willingness to join (Exhibit 40). The more seafood that a faculty and staff
member consumed the more likely he or she would join the CSF program (Exhibit 41). We ran a
regression analysis and found that although this correlation is significant, it cannot be said that it is a
predicting factor for their willingness to join. With an R square of 0.092, there is no relationship (Exhibit
42). Therefore, solely the amount of seafood typically consumed, is not significant enough to say a faculty
and staff member will join the CSF, and other factors can influence ones desire to join.
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Appendix A: Word Association
Question Answer0Choices Tally
How!many!servings!are!you!willing!to!
commit!to?!
152!lbs 4 How!many!servings!are!you!willing!to!
commit!to?!
355!lbs 3
What!obstacles!are!preventing!you!
from!committing!to!a!share!plan?
None 3 What!obstacles!are!preventing!you!
I!dont!each!much!Cish 1
Dont!want!too!much!variety 1
Flexibility!of!program 1
Lack!of!funds!to!afford!program 1
Would you prefer a share that delivered
finfish to you whole, headed and gutted,
or filleted?
Whole 0 Would you prefer a share that delivered
or filleted?
Headed!and!Gutted 1
Would you prefer a share that delivered
or filleted?
Filleted 6
How much are you willing to pay for
CSF fish compared to fish you would
purchase at a grocery store?
No!more 1 How much are you willing to pay for
5510%!more 1
105!20%!more! 2
More!(unspeciCied!amount) 3
How far would you be willing to drive
to pick up your share from CSF?
Biking!distance 1 How far would you be willing to drive
10!!15!minutes 2
No!more!than!20!minutes 1
5!!10!miles 3
What day is best for you during the
week to pick up your seafood?
Monday 2 What day is best for you during the
Wednesday 1
Friday 2
Any!day!works 2
Where is the most convenient place for
you to pick up your seafood: your
workplace, home, or near a local
grocery store?
Workplace 2 Where is the most convenient place for
grocery store?
Home 1
Where is the most convenient place for
grocery store?
Near!a!Local!Grocery!Store 4
What characteristics of a CSF appeal to
you?
Local 3 What characteristics of a CSF appeal to
you?
Important!to!Community 1
you?
Sustainable! 1
you?
Healthier 2
What would draw your attention to a
program like this, in terms of different
promoting channels? (Multiple, single
answers allowed)
Word!of!Mouth 5 What would draw your attention to a
answers allowed)
Direct!Mail 1
answers allowed)
Social!Media 4
answers allowed)
Free!Trial 2
answers allowed)
Local!Initiatives 1
answers allowed)
E5mail 1
What about CSF discourages you from
subscribing to this program?
Lack!of!Funds 1 What about CSF discourages you from
Not!fully!comfortable!with!idea!yet 1
Convenience 1
Quality/Health!Safety!of!Seafood 1
It!is!a!serious!commitment 1
Nothing 2
Appendix B: Consumer Preferences
Question Answer Choices Tally
Gender? Male 4 Gender?
Female 3
How would you describe the area
where you currently live?
A!city 0 How would you describe the area
A!suburban!area 7
A!small!town 0
A!rural!area 0
Dont!know/not!sure 0
Which part of W&M are you
affiliated with?
W&M!Arts!&!Sciences 1 Which part of W&M are you
affiliated with?
W&M!School!of!Education 0
affiliated with?
W&M!Mason!School!of!
Business
4
affiliated with?
W&M!School!of!Law 0
affiliated with?
W&M!Athletics 2
affiliated with?
VIMS 0
What is your position? Faculty 5 What is your position?
Staff 2
What is your position?
Undergraduate!Student 0
Graduate!Student 0
Appendix C: Consumer Profile
2
Appendix D: Interview Guide
BUAD 452: Marketing Research- Marketing Mix/Faculty&StaII
Team 2-7: Corwin, Frey, Gachou, Indurti, Leung
STANDARDZED BACKGROUND QUESTONS

Gender?
MALE
FEMALE

How would you describe the area where you currently live?
A CTY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DON'T KNOW /NOT SURE

Which part of W&M are you affiliated with?
W&M Arts & Sciences
W&M School of Education
W&M Mason School of Business
W&M School of Law
W&M Other ___________
VMS

FACULTY
STAFF
GRADUATE STUDENT
UNDERGRADUATE STUDENT

f you win one of the gift cards, what is the best way to contact you?
EMAL: _________________________________________ (or)
PHONE: ( ) ___________________

1.) Would you be willing to commit to a share option that delivered Iresh Iish to you on a weekly
basis?

Or would you be interested in a share option that delivered less Irequently? II so, what
schedule would you preIer?

2.) Are there any obstacles that prevent you Irom committing to a share option?

3.) Are you interested in a share that delivers
a)IinIish
b)shellIish
c)IinIish and shellIish
d)other options; iI so, elaborate.

4) a.) Would you be willing to commit to a share option that delivered shares consisting
oI IinIish?
1 to 2 lbs (1 to 2 servings)
*(Whole Iish: one pound per person; Iillets: pound per person)

b.) What considerations account Ior your choice?

5.) a.) Would you preIer a share that delivered IinIish to you whole, headed and gutted, or
Iilleted?

b.) What Iactors account Ior your preIerence?

6. Would you be willing to clean and Iillet your own Iish iI someone showed you how?

7. How do you Ieel about committing to purchasing a Iish every week beIore you know what
type oI Iish it`ll be?

1.) How much are you willing to pay Ior CSF Iish compared to Iish you would purchase at a
grocery store?

2.) Would you be willing to pay more or less, knowing that the objective is community outreach
and inIo sessions about the CSF?

3.) Would you be willing to pay more or less to be educated in how to handle and prepare the
Iish? For example: recipes, e-mail notiIications and contacts Ior extra help.

4.) * (iI interviewee showed interest Ior Iish services) Earlier you said you are interested in
having additional services perIormed on your Iish. Would paying extra deter you Irom having
your Iish gutted, Iilleted etc.?

1.) How Iar would you be willing to drive to pick up your share Irom CSF?

2.) How much time do you consider reasonable at the pickup location to collect your purchase?

3.) What day is best Ior you during the week to pick up your seaIood?

4.) What time oI day would be most convenient Ior you to pick up your seaIood?

5.) Would you rather pick up your seaIood at your workplace or at home, or would it be most
convenient Ior the pickup location to be near a local grocery store?

6.) How do you think subscribing to the CSF program would aIIect your routine and or liIestyle?

1.) What is the most attractive Ieature oI a CSF?

FOLLOW UP QUESTIONS: How much would (quality) play a part in your
involvement in a CSF
a) quality oI seaIood
b) convienence
c) variety (chance to try new Ioods)
d) sustainability
e) supporting oI community
I) source oI seaIood

2.) What characteristics oI a CSF appeal to you?
Unique
Singular
Important
Sustainable
Alternative
Healthier

3.) What would draw your attention to a program like this, in terms oI diIIerent promoting
channels?
word oI mouth, Irom Iriends
online
newspaper
tv
radio
Iacebook
twitter
Iree trial
inIo sessions (taking place at schools, hotels, colleges, etc.)
pamphlets distribution
diIIerent promotion/incentive packages

4.) What about CSF discourages you Irom subscribing to this program?

Appendix E: Interview Transcripts
Interview)#1)
INTERVIEW # 1

STANDARDIZED BACKGROUND QUESTIONS

1. Gender?
MALE
FEMALE

2. How would you describe the area where you currently live?
A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

3. Which part of W&M are you affiliated with?
W&M Arts & Sciences
W&M School of Law
W&M Other: Atheletes
VIMS

4. What is your position?
FACULTY
STAFF
GRADUATE STUDENT

Interview)#1)
PRODUCT

1.) Do you think that you would be willing to commit to something like this where you had a
share option that delivered fresh fish to you on a weekly basis?

Respondent: Because all the fish that I consume right now unfortunately comes from Thailand or
something, so not only would it be domestic but it would be local, so that would be awesome, you know
that brings us back to our own roots.

2.) Do you have any preferences as far as scheduling goes? Could you imagine yourself
incorporating something like this into your weekly schedule or would you rather have it be
biweekly? Or would you rather have it be multiple times a week?
Respondent: Um I'd say at least weekly, multiple times a week would be okay... but I don't personally...
if I had a family I would probably want multiple times a week. The only meat I eat is fish so I would
prefer weekly.

3.) You said the only meat you eat is fish. Is that any certain kind of diet preferences?
Respondent: Um yeah, well I used to be a very hard core vegan until a couple months ago. Its been a
process of discovery trying to promote, you know I'm not against eating meat, but I try to be as ethical
as possible with my choices and I don't believe in how food is produced today. but I do believe in grass
fed and local agriculture. So right now I'm eating fish and eggs, and thats so that I can get some sort of
protein into my diet that is not a carbohydrate as well.

4.) Okay so if you were to sign up for one of these would you be interested in a share that
delivered finfish only shellfish only or both?
Respondent: Combination

5.) Are there any kinds of species that are in particular your favorites or that you would expect?
Respondent: I would say a variety of oily fishes versus [flaky fish]. SO if thats available, i know its
also due to season, but it would be really cool if there was some sort of variety.

6.) What is it about the oily fish that you are in particularly interested in?
Respondent: Um, I mean like the health benefits of the oily fish, like the Omega 3s, but I would also
prefer the non oily fish because it is not as much fat. so just a balance, having both the oily vs the non
oily fish.

7.) If you were going to commit to a share option like this would you prefer a share option that
consisted of one to two pounds of fish per pick up or three to five pounds. 1 pound of fish is
two servings.
Respondent: I guess I would do one to two pounds, I travel a lot so that would probably be plenty for
me.
8.) Would you prefer a share that delivered finfish to you whole, headed and gutted or filleted?
Respondent: I guess I would prefer filet, because I'm a diva and I don't feel like doing that, I know I
should and if I had more time I would actually do, not the whole but the headed and gutted and I would
filet it, but ideally I would like it filleted.
Interview)#1)

9.) Would you be willing to clean and filet your own fish if someone showed you how?
Respondent: I already know how.

10.) Are there any other factors that account for that preference for filleted fish?
Respondent: The convenience, er I guess its gross to have to put it in your trash can.
Interviewer: Okay so its less prep work and less clean up.
Respondent: Yeah and fish stinks, especially to have to debone a fish, thats like, [gross]

11.) How do you feel about committing to this idea of purchasing fish every week before you
know what type of fish it is?
Respondent: I like that, i can see how others wouldn't but I feel like, but I would prefer like, surprise!

12.) And how do you feel about trying new varieties of local fish that maybe you have never tried
before?
Respondent: Im down, variety is the spice of life

PRICE

1.) How much would you be willing to pay for fish through a CSF compared to fish you would
pay through a grocery store?
Respondent: I would be willing to pay more, it depends on the amount, but I would be willing to pay
more for a better product and overall a better system.

2.) Is there a limit to how much you would be willing to pay?
Respondent: Yeah, I guess there would be a limit, I don't know as far as a number figure, but I wouldn't
go double the amount that I would pay at trader joes.. I don't know.

3.) If you could image the price tag of a single meal for yourself how mush compared to that?
Respondent: If my regular meal was $4 Id be willing to pay like $5

4.) Would you be willing to pay extra for extra programs that come with the CSF, such as
community outreach programs, recipes, info sessions? Would you be interested in any of those
things?
Respondent: yeah.

PLACE

1.) How far away would you be willing to drive to pick up your share from the CSF?
Respondent: No more than 20 minutes.

2.) How much time would you consider reasonable to be spending at the pickup location
Respondent: 15 minutes
Interview)#1)

3.) Is there any particular day of the week that works best for you in terms of working that into
your schedule?
Respondent: I would usually prefer some time at the beginning of the week like Monday or Tuesday.

4.) What time of day would be most convenient for you?
Respondent: I guess any time, maybe around 3 or 4? Im really all over the place, i don't have a cookie
cutter schedule.

5.) Where would be the best place to pick up your seafood? Would you rather have it close to
your work place or your house or a local grocery store or school or other destination that is
important to your schedule?
Respondent: I guess having it close to work and having it close to a grocery store would be convenient.
Just so i wouldn't have to go to some random house to pick up my sea food.

6.) So are there any ways in which you see this affecting your routine or your lifestyle? Do you
see any obstacles in incorporating this?
Respondent: I guess the only obstacle would be, is if I were out of town and couldn't pick up my fish.
But something like this as far as scheduling would be great because it would be a sort of reminder of this
is what i have to due this week, so the discipline would be nice. but the negative would be if I do have to
travel or if something comes up and I can't make the pickup location, where does it go, do i get my
money back.
Interviewer: So one of your concerns would be flexibility of the program and fitting it in.
Respondent: yeah.
Interviewer: You said that it would discipline your schedule, can you elaborate on that? Respondent:
Yeah, so like its a good thing, I would go out of my way to make the dates and work it into my daily
routine, so it would discipline me.
Interviewer: Are there any other benefits or negative impacts to your lifestyle that you can think of
when you think of a program like this?
Respondent: I guess positively, I think there would be a sense of community established by people who
were also a part of the CSF and like knowing the fisherman and establishing a relationship with them
and reconnecting back to how food was once produced. It would be pretty cool to connect with people
who share the same values and beliefs, so a sense of community is one, and the health benefits.
PROMOTION

1.) If you could pick one word from the list that most descibes a CSF, what would it be?
Respondent: I guess local

2.) If we were trying to reach people like you, what would be the most effective way?

Respondent: I think something like at a farmers market, like a food demo would be fun, like letting
people try your product. I think face time would be really good as well as social media. Using facebook
you could advertise to people with similar interests.

! Interview!#2!
INTERVIEW # 2


1. Gender?
MALE
FEMALE

A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

W&M Arts & Sciences
W&M School of Law
VIMS

FACULTY
STAFF
GRADUATE STUDENT

! Interview!#2!
PRODUCT

1.) Would you be willing to commit to a share option that delivered fresh fish to you on
a weekly basis? Or would you be more interested in a share option that delivered less
frequently? If so, what schedule would you prefer?
Respondent: First of all, I am not in charge of the meals in my house, so my husband would
have strong feelings about which way this goes. I am generally in favor of this kind of thing.
I have kids, I am in a family of 6, so I am wondering about mercury levels and all that kind
of stuff in the fish. So, that would depend on how often I got itthere are certain amounts of
these in the fish. They are safe, but you still dont want to consume them in large quantities.
I dont know if weekly will be best or a little less often. But in general, I like the idea of it!
Would I do it every week though, I am not sure.

2.) Are there any obstacles that prevent you from committing to a share option?
Respondent: Um I only like certain kinds of fish, so preferences, right? And you would
definitely want to be doing this in a way where you are getting whatever kind of fish or
shellfish is available. Assuming it is fished from the same area, its still the same kinds of
fish being caught? I dont even know. I dont think that changes as much? But I guess, over
the seasons maybe there are different kinds of fish, so it depends. That would the only thing
that prevents me from committing. That and again, how toxic is the water the fish comes in.
Interviewer: Right, so you like the limited variety, and prefer to be able to choose.
Respondent: Right, I think thats it, yeah, thats right.

3.Are you interested in a share that delivers
a)finfish, b)shellfish, c)finfish and shellfish, d)other options
Respondent: Hmm. So shellfish we are talking about muscles and oysters and
clamsProbably just finfish.
Interviewer: Is there a reason why you only chose finfish?
Respondent: Yeah, because my family doesnt love shellfish. Its a preference thing.

4a.)Would you be willing to commit to a share option that delivered shares consisting
of_______ finfish? *(Whole fish: one pound per person; fillets: pound per person)
Respondent: Probably 3 to 5 lbs.
! Interview!#2!
4b.)What considerations account for your choice?
Respondent: I have a 6-person family.

5a.)Would you prefer a share that delivered finfish to you whole, headed and gutted, or
filleted? 5b.)What factors account for your preference?
Respondent: Filleted, haha. We dont like to clean fish, although my Dad would be upset
with that. He cleans his own, he is a scuba diver so he cleans his own. With me doing it, its
like Ughhhh Yuck! So yeah, I prefer it filleted.

6.) Would you be willing to clean and fillet your own fish if someone showed you how?
Respondent: Well, I mean I have been taught how to do it, I dont know if I can still do
itbut I am sure I can learn pretty quicklyyeah no, I prefer not to do it though haha. If
youve been doing it your whole life its no big deal you know, I mean, my father grew up
on a farm, so for him, handling fish after living on a farm, its no big deal. But for me, these
days, its like Ewww! We only cut chicken!

7.) How do you feel about committing to purchasing a fish every week before you know
what type of fish itll be?
Respondent: Yeahmore hesitant? I can see that you know, it can be an adventure. Other
members of my family would eat it. Its just me personally I may skip out on it. So I
think Id probably try it and see how it went. When you say commit to, what is the
commitment? Is it you commit for a season, for a year, what is it? So depending on the
length, that would also affect my commitment. If you have a shorter-range option where you
could try it out, like a trial period. I mean you could still prepay, it can still be like six weeks,
thats fine, but I would definitely not just go into a full-year contract and be like, lets check
it out.

PRICE
1.) How much are you willing to pay for CSF fish compared to fish you would purchase
at a grocery store?
Respondent: Right, obviously you would be willing to pay a premium. How much? We
pay a premium for organic food already. Right? You pay a premium for organic eggs or milk
that doesnt have BSD hormone in it, so I am fine with paying a premium. Now how much
the premium? That I dont know, that I have to have my husband here. He knows the prices
on everything, which I dont.
! Interview!#2!

2.) Would it help to know that the objective of purchasing CSF seafood is community
outreach? Like, you are buying it to help local fishermen, would you be more
committed to this program knowing so, and be more willing to purchase CSF seafood?
Respondent: Yeah certainly. I mean that is sort of the big push right now, is for stuff like
that. I am well aware of it, you wouldnt have to tell me that, I would know it, but in general
if you wanted to market that, yeah that makes sense. Its like Farmers Market, thats the big
push right now. It will be like a Fish Farmers Market.

3.) Would you be willing to pay more or less to be educated in how to handle and
prepare the fish? For example: recipes, e-mail notifications and contacts for extra help.
Respondent: Yeah, thatd be excellent

PLACE

1.) How far would you be willing to drive to pick up your share from CSF?
Respondent: Do I have ranges here..?
Interview: For example, 5-10 minutes, 10-15 minutes
Respondent: Yeah, all of that would be fine. Up to 15 minutes

2.) How much time do you consider reasonable at the pickup location to collect your
purchase?
Respondent: I would expecting to, I guess, just pick it up. There should be a destinated time
for me to come get my fish, between like, 4 and 6, or you know whatever.

3.) What day is best for you during the week to pick up your seafood?
Respondent: Probably over the weekend.

4.) What time of day would be most convenient for you to pick up your seafood?
Respondent: Anytime works.

! Interview!#2!
5.) Would you rather pick up your seafood at your workplace or at home, or would it
be most convenient for the pickup location to be near a local grocery store?
Respondent: To have it dropped off, or near a local grocery store definitely.

6.) How do you think subscribing to the CSF program would affect your routine and or
lifestyle?
Respondent: Wed eat more fish. I mean, that would definitely be one. Um, whether thats
good or not will again depend on the levels of the potential toxic substances that could be in
there. But yeah, we cook every meal at home, we dont eat out, so for us it doesnt make us
cook more at home, but what changes is we will eat fish more often. We definitely eat fish, a
reasonable amount, but that will obviously up our fish intake, because we will be committed
to eating fish.

PROMOTION

1.) Take a couple minutes to write down what words come to mind when talking about
the CSF program in general.
Respondent wrote down:
Local;
Farmers Market;
Sustainability;
Community;
Healthy
Other meat local organizations supporting local farmers
Respondent: You know what comes to mind is, you know they have done something similar
to this with meats, not with actual fish, but with meats in this area. I did not do it at the time
because, I want to say, where you got your meat from was a little bit more difficult. Um,
maybe it was out of Virginia Beach Whatever it was it was coming out of DC, and you
know they were coming through Northern Virginia areas, and then bringing it down I
dont think they had a stock right here in Williamsburg, so, my friend talked about doing it
with me, I was like..um, it was just too complicated. Thats something that comes to mind. I
dont know how well they did, I dont know if its still up and running. As an economist and
finance person, Im already curious to know how is that business sustaining itself? I would
want to draw parallels. What are the problems they have run intoyou might find similar
things (when working on starting the CSF Program in Williamsburg).
! Interview!#2!

1.) What is the most attractive feature of a CSF?
Respondent: I am a big proponent of..I dont know if you are familiar with Alice Waters?
Its the philosophy of eating local, eating whats in season, all that kind of stuff. I believe
thats what we all should be doing. So thats one. I think its the right choice. Assuming the
fish were all healthy and you dont have to worry about anything, it does force you to eating
fish more often. Its a healthy choice, the right thing to do, a better choice for us all.

2.) What characteristics of a CSF appeal to you? Is it unique, singular, important,
sustainable, alternative, healthier etc?
Respondent: Its a philosophy, I think its what we should be doing, eating local foods in
season, be it vegetables or fish.

3.) What would draw your attention to a program like this, in terms of different
promoting channels? For example, word of mouth, from friends, online, newspaper, tv,
radio, facebook, twitter, free trial, info sessions (taking place at schools, hotels, colleges,
etc.), pamphlets distribution, different promotion/incentive packages
Respondent: I wouldnt promote through word of mouth. Id try to do something better,
maybe linking with Trader Joes. Focus on who is your target audience, and where do they
already shop. My guess is a lot of people that may be interested in that kind of thing are
shopping at a place like Trader Joes.
Interviewer: So, like local initiatives?
Respondent: Thats right. Thats why when you suggested setting up near a local grocery
store, you know thats probably pretty smart, because they could also publicize it through
those channels. I am sure Facebook would also help reach some people. It would not reach
me, but I am sure it would reach most people. TV, not so muchRadio, maybe.
Interviewer: Earlier, you mentioned having a trial, so would a free trial help promotion?
Respondent: It wouldnt have to be a free trial, it would just have to be a shorter trial. Like
you wouldnt want to just say, come in and try to do this and do it for a year or 3 months. I
mean, you might want to let someone try it for a month. Maybe they can do it each week for
a month or whatever, but I would definitely give people a trial period before you commit
them into some sort of long term contract so they can make adjustments. Like maybe, Oh
this is working out so great I want more fish or like You know what, I can learn new
recipes to cook these fish every week, its too stressful something like that.

! Interview!#2!
4.) Is there anything else about CSF discourages you from subscribing to this program?
Respondent: I think we have hit on it all. It would be possible toxins. Itd be the type of
contract that I can start with, and itd definitely be the convenience too. Like how easy it is.
Because whatever they did with the meat program, the pork and beef and all that stuff, it just
seemed like too much work and it was like Ugh. So I didnt do it, despite I did think it was a
great idea. So you might want to check out what they did.
Interviewer: And maybe look for a simplified process of that?
Respondent: Yeah, people do want simple. Its so hard to get people to cook, because most
of my friends and most people, seriously, dont sit at home and cook meals. Most of my
friends are out and about and they eat in the car. Well fish isnt easy to eat the car right? I
mean, so those are the things I would think abouthow to encourage that. That may be a big
challenge. It is sort of a lifestyle change that people and some families might have to make
and they might not be willing or able to do that.
! Interview!#3!
INTERVIEW # 3


1. Gender?
MALE
FEMALE

A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

W&M Arts & Sciences
W&M School of Law
VIMS

FACULTY
STAFF
GRADUATE STUDENT

! Interview!#3!
PRODUCT

1.) Do you think you would be willing to commit to a share option like this where you would have
to pick up the product on a weekly basis?
Respondent: Yeah well I guess it would depend on how far away it was. I once joined a CSA and i had
to go pick it up, that was only a mile away, i mean as opposed to delivery

2.) How do you feel about having to integrate that kind of a routine into your weekly schedule?
Respondent: Id be okay

3.) Would you prefer a routine that delivered less frequently or more frequently?
Respondent: Its going be fresh fish? Once a week.

4.) Would you be interested in a share that delivers finfish or shellfish or a combination?
Respondent: both

5a.) What proportion of fish would you be more interested in, 1 to 2 pounds or 2 to five pounds?
Respondent: 3 sounds perfect.

5b.) What considerations account for your preference?
Respondent: How often I want to eat fish every week
3 pounds would be six servings a week, I might back that up to two pounds.
Interviewer: Are you just cooking for yourself?
Respondent: No, my girlfriend and I.

6.) Would you be interested in fish whole, headed and gutted or filleted?
Respondent: Filleted

7.) Would you be willing to fillet your own fish if someone showed you how?
Respondent: Yeah

PRICE

1.) How do you feel about committing to pay up front for fish every week before you know what
! Interview!#3!
type of fish it is?
Respondent: Thats fine, I like the surprise, but I was thinking that I would probably order more fish in
the summer so that I could grill it for larger groups of people. I like to grill so I would probably order
more fish during the summer.

2.) How much would you be willing to pay for fish compared to in a grocery store?
Respondent: I don't know, 120%? 20% more.

3.) Would you be willing to pay a higher price for other services that came with the product,
recipes, info sessions, community outreach programs?
Respondent: No, I am not interested in that, but Im sure some people would though.

PLACE

1.) How far would you be willing to drive to pick up your fish?
Respondent: Not very far, 5 miles maybe.

2.) How much time do you consider reasonable at the pickup location to pick up your purchase?
Respondent: 5 ten minutes.

3.) Is there a day of the week that would be preferable to pick up your share?
Respondent: Mondays would be good.
Interveiwer: Why is that?
Respondent: So that then I can prepare it throughout the week. My weekends tend to have more
randomness involved.

4.) What time of day would be most convenient?
Respondent: 4 to 6 o'clock
5.) Is there a central location that would be most convenient for you to pick up your share?
Respondent: Close to home would be fine, or close to work. some place with easy access.
Interviewer: Where you can get in and get out?
Respondent: Yeah.

6.) How do you think subscribing to something like this would affect your daily routine?
! Interview!#3!
Respondent: I think I would eat a lot more fish.
Interviewer: Do you see that as a good thing?
Respondent: Yeah
Interviewer: Why is that?
Respondent: I always like more fish, you know, low in bad fats, high in good fats and good protein.

7.) What about the routine or schedule of it? Do you see that as having any kind of impact on your
lifestyle, the fact that you are paying up front and then getting fish every week?
Respondent: No I kind of like that.

8.) Would you be interested in trying new kinds of fish and learning new ways of cooking it?
Respondent: Yeah. Hopefully the idea would be that I would get all this fish so I would have to try all
this stuff.
Interviewer: So you like the idea that it is a new experience and that it is pushing you to learn new
things.
Respondent: yeah

PROMOTION

1.) Take a couple minutes to write down what words come to mind when talking about the CSF
program in general.
Fish tacos;
Fishermen;
Community;
Water;
Fish;
Omega-3;
2.) What about fishermen interests you?
Respondent: I don't know, I like the idea of salty crusty fishermen. Like the dude from Jaws, catching
fish and bringing them in. I'd like to support that. You know, I have a big vision in my head of what that
would look like.
Interviewer: So are you interested in programs that would connect you more to the local fishermen?
Respondent: Yeah sure, that sounds good.
Interviewer: So why omega threes?
! Interview!#3!
Respondent: I've heard youre supposed to eat a lot of omega threes

3.) If you were in charge of a promotion program that was trying to reach more people like you
what kind of channels would you target? For example would you try to use radio
advertisements or newspaper articles?
Respondent: Yes
Interviewer: What about social media?
Respondent: I would try to use social media and you know try to get word of mouth and email you
know, through stuff like this.
Interviewer: Okay, so like trying to get people to talk to each other and pass things along?
Respondent: Yeah, I think that would be more effective.
!
! ! Interview!#4!
INTERVIEW #4


1. Gender?
MALE
FEMALE

A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

W&M Arts & Sciences
W&M School of Law
VIMS

FACULTY
STAFF
GRADUATE STUDENT

! ! Interview!#4!
PRODUCT

1a.) Would you be willing to commit to a share option that delivered fresh fish to you on a weekly
basis?
Respondent: No

1b.) Or would you be more interested in a share option that delivered less frequently? If so, what
schedule would you prefer?
Respondent: No, maybe if there were community supported meat products.

Respondent: Allergies to fish and preference for meat products

a)finfish
b)shellfish
c)finfish and shellfish
d)other options; if so, elaborate.
Respondent: Allergic to shellfish; would prefer meat product delivery if it was available

4) a.) Would you be willing to commit to a share option that delivered shares consisting
Respondent: Wouldnt commit, but if had to choose, then 1 to 2 lbs
4 b.) What considerations account for your choice?
Respondent: Lack of funds

5.) a.) Would you prefer a share that delivered finfish to you whole, headed and gutted, or
filleted?
Respondent: N/A wouldnt commit to a share
b.) What factors account for your preference?
Respondent: N/A cant afford it

6. Would you be willing to clean and fillet your own fish if someone showed you how?
Respondent: Yes, if I had the money to purchase the product I wouldnt mind.

7. How do you feel about committing to purchasing a fish every week before you know what type
of fish itll be?
Respondent: I wont be committing.
! ! Interview!#4!

PRICE

1.) How much are you willing to pay for CSF fish compared to fish you would purchase at a grocery
store?
Respondent: No more than what I pay at a grocery store.

2.) Would you be willing to pay more or less, knowing that the objective is community outreach and
info sessions about the CSF?
Respondent: No, it doesnt make a difference to me.

3.) Would you be willing to pay more or less to be educated in how to handle and prepare the fish? For
example: recipes, e-mail notifications and contacts for extra help.
Respondent: No, Im not interested.

PLACE

Respondent: Biking distance

Respondent: 5 minutes

Respondent: Friday through Sunday

Respondent: Around lunchtime

5.) Would you rather pick up your seafood at your workplace or at home, or would it be most convenient
for the pickup location to be near a local grocery store?
Respondent: Grocery store such as food lion

6.) How do you think subscribing to the CSF program would affect your routine and or lifestyle?
Respondent: Would eat more fish and be somewhat healthier

PROMOTION

Respondent: Delivering what fish you want; if you are really into seafood then this is great
! ! Interview!#4!

FOLLOW UP QUESTIONS: How much would ______ (quality) play a part in your
a) quality of seafood
b) convienence
c) variety
d) sustainability
e) supporting of community
f) source of seafood
Respondent: Quality of seafood, convenience, and source of seafood are the most important qualities
that would affect my decision. Variety of the seafood I get somewhat matters, but I am not too
concerned about sustainability issues and supporting the community.

2.) What characteristics of a CSF appeal to you?
Respondent: It is pretty unique and alternative, and definitely healthier.

3.) What would draw your attention to a program like this, in terms of different promoting
channels?
word of mouth, from friends
online
newspaper
tv
radio
facebook
twitter
free trial
info sessions
different promotion/incentive packages
Respondent: I think Word of Mouth would catch my attention the most. Promotion methods like online,
newspaper, TV/radio ads, facebook/twitter, and pamphlet distributions would annoy and deter me. A
free trial would catch some attention, and different promotion packages might be quite effective too.

4.) What about CSF discourages you from subscribing to this program?
Respondent: I dont really eat seafood and I cant afford it. I would be more interested and probably
would commit if I could afford it
! Interview!#5!
INTERVIEW # 5


1. Gender?
MALE
FEMALE

A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

W&M Arts & Sciences
W&M School of Law
VIMS

FACULTY
STAFF
GRADUATE STUDENT

! Interview!#5!
PRODUCT

1.) How do you feel about committing to a share option that delivered fresh fish to you
on a weekly basis? Or would you be more interested in a share option that delivered
less frequently? If so, what schedule would you prefer?
Respondent: I think Id be fine with that. One, is my wife usually makes those decisions.
Not that Im not involved with those decisions. We like fish, I think we would be more
consistent if we bought it that way, we would eat it more consistently. And I like supporting
the local fisheries and fishermen too. On a broad level, I think this is a really nice idea.
Interviewer: Okay. How do you feel about the schedule of it. Are you okay with the idea of
a weekly basis, or would you have a preference for a bi-weekly schedule, or even a schedule
that allows you to pick up fish multiple times a week?
Respondent: Ugh, I get paid every other week haha, and usually, groceries are bought every
other week, you know, so for me, two weeks works well with my schedule.

Respondent: Ugh, I dont think so. I mean, youve got enough options, with delivery every
two weeks. Itd be nice to always eat it fresh, but you can always freeze it if you need to, it
doesnt bother me at all.

3.Are you interested in a share that delivers
a)finfish, b)shellfish, c)finfish and shellfish, d)other options
Respondent: I think a combination. I always prefer variety. Its always the fun of itto see
what you get, and then my wifes a good cook, so

4a.)Would you be willing to commit to a share option that delivered shares consisting
Respondent: 5 pounds. I think it would have to be 5lbs.
4b.)What considerations account for your choice?
Respondent: I mean our family is big, so just one pound would feed just one son hahaha.

5a.)Would you prefer a share that delivered finfish to you whole, headed and gutted, or
filleted? 5b.)What factors account for your preference?
! Interview!#5!
Respondent: I think my wife would prefer it filleted. Not that weI fished most of my life,
so its not a problem for me to clean and do all that kind of stuff, but Im often not home by
the time she makes dinner, so I think she prefers it filleted. But you know if its shellfish, it
wouldnt have to be shelled, but if it has scales, or a really large fish, you got to have to do
something with it anyways. It depends, with finfish, I prefer it at least scaled and beheaded
and be-gutted.

6.) Would you be willing to clean and fillet your own fish if you either had been shown
a demonstration on how to do it, or if provided with recipes that involved cooking your
fish whole?
Respondent: I dont think demonstrating how to do it is the problem. Her dad was a major
fisherman too, and she went fishing with him. I just dont think she likes to do it. I think she
can do it, she just has no interest in doing it. And then from a recipe standpoint, she has
taken classes in Thailand on cooking things like that. I think she knows the recipes, and she
loves that kind of food. But on a normal basis, we just dont cook with the heads on. She
understands that a possibility, its just shed rather not do that. I had done it before though.

7.) How do you feel about committing to purchasing a fish every week before you know
what type of fish itll be?
Respondent: I dont think thats a problem. My only concern is there are some fish that are
really soft and really fishy tasting, and I wouldnt be happy if thats what I got. I prefer solid
fish. I can eat a lot of different kinds of fish, and shellfish, and squid and whatever else. My
preference is to not have mushy and fishy-tasting fish. I dont have a problem with variety. I
like variety, but thats one variety that I would probably try to avoid.

PRICE

1.) How much are you willing to pay for CSF fish compared to fish you would purchase
at a grocery store?
Respondent: As a percentage of what over I pay at a grocery store or just how much Id
pay..?
Interviewer: Yeah. The latter.
Respondent: I would think some more, somewhere around the 10-20% range premium.

2,3.) Would you be willing to pay more if certain educational services such as recipes
! Interview!#5!
that came with the fish, or community outreach programs that connected you, the
consumer to the fisherman providing the fish, or provided with contacts for extra help?
Respondent: Ugh, probably not too much. I think my wife is a good cook you know.
There are certain places she goes for recipes. She does a lot of that kind of stuff, I dont
know if they would add anything to what she can already do. If Im already paying a
premium, Im not sure if I will pay more of a premium because of community outreach. I
understand that its not a big chain; that Im getting it fresh and Im buying it from a local
community. So at some level, Im already paying a premium for what I think Im getting.

PLACE

1.) How far would you be willing to drive to pick up your share from CSF if you are
picking up on a weekly basis?
Respondent: Probably to Newport News
Interviewer: So, around 20 minutes?
Respondent: I think thats probably it. We are in a number of co-ops for food, and they are
generally delivered 10 minutes away. Thats generally what we have committed to. But my
wife goes down to Sams for groceries, so for 5 pounds of fish and driving 20 minutes for 5
pounds of fish, I wouldntProbably a 10-minute drive is more likely.

2.) How much time do you consider reasonable at the pickup location to collect your
purchase?
Respondent: A couple minutes. I mean, they should usually have a person to call you when
its delivered. So you go there, and its already put in coolers or whatever, you pick it up and
move on.

Respondent: Probably Wednesday. Not Tuesday. Id be somewhat flexible, but just not
Tuesdays.
Interviewer: Is there a particular reason for that?
Respondent: Our kids are involved in a lot of things on Tuesday.

Respondent: (For me) It depends on the semester...For my wife I dont think it matters that
much
! Interview!#5!

5.) Would you rather pick up your seafood at your workplace or at home, or would it
be most convenient for the pickup location to be near a local grocery store?
Respondent: Probably home. But it could be near my work, or routine. I dont know if it
matters that much, but home would be number one. The other ones would be fine too.
Although all those places I go pass on my way home anyways, I mean, Williamsburg is
really small.

6.) How do you think subscribing to the CSF program would affect your routine and or
lifestyle?
Respondent: I think wed eat fish more consistently, and I think its something wed like to
do. If its part of our budget and we get it. I think my wife just doesnt go and get fresh fish
that often, not in every couple of weeks. You will get in the habit too. She mostly buys
frozen fish, just because its reasonably good, reasonably available. To try to find stuff thats
fresh, we just dont get it that often.

PROMOTION

1.) Take a couple minutes to write down what words come to mind when talking about
the CSF program in general.
Co-op;
Community Involvement/ Support;
Fresh;
Bulk;
Good Prices for High Quality Food.
Respondent: These are the ones that strike me right now.

Respondent: Well I do like supporting local. Its um there is a sense that you like to
support your community. Theres a sense that it should be fresher that way. You are getting
fresh stuff over something that has been frozen or delivered over a day or two. For seafood
its critical. I guess those are the two more important features.

! Interview!#5!
3.) What would draw your attention to a program like this, in terms of different
promoting channels? For example, word of mouth, from friends, online, newspaper, tv,
radio, facebook, twitter, free trial, info sessions (taking place at schools, hotels, colleges,
etc.), pamphlets distribution, different promotion/incentive packages
Respondent: Well Ive never seen anything with fish. So my guess is, you partner with some
of these other places. At some level you are competing against them, because if you are
eating fish you are not eating beef, or pork, or chicken or something like that. But you know,
the people who have already bought into these ideas would seem to be the easiest people to
get at. So you can get a list of those kinds of people, or partner in some way, or buy the list
off of those arrangements, I think that will be a good way with promotion. Stores are not
going to partner with you or allow you to do this, um... I am trying to think, maybe other
groups with meat or cooking clubs.
Interviewer: For you as a consumer, if you have heard about something like this, would you
be more likely to take an interest in it and pursue it if you have heard through either
friends-WOM, or from newspaper, or TV/radio adWhat would be more compelling to get
you to look into doing something like this?
Respondent: I dont think radio or TV ads are going to do it. It has got to come from Word
of Mouth, join the other ones who have been involved. Or you try it, thats the other thing.
Like someone has given us something, and you realize the quality is so good, we dont have
a problem paying more for good quality, but you need some kind of sample or event, getting
people to try it and see what its like. I mean, there is risk, certainly with fish. You cant
immediately convince people its high quality and fresh, and that they would be getting
something better than what they get in the frozen section of the fridge in a local store.

! Interview!#6!
INTERVIEW # 6


1. Gender?
MALE
FEMALE

A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

W&M Arts & Sciences
W&M School of Law
VIMS

FACULTY
STAFF
GRADUATE STUDENT

! Interview!#6!
WARM-UP QUESTIONS

1.) When you think of community-supported fishery, what sort of words come into mind?
Respondent: Well it sounds like an interesting concept; you know I like the idea of getting fresh
produce at local markets. So I guess it sounds green, local,

2.) Would you say its something youd be interested in doing?
Respondent: To be honest, I dont eat so often that I really benefit from the subscription service. It
would certainly be something Id be interested in time to time, you know maybe a week at a time. But I
wouldnt see myself buying it for long, long periods of time.

PRODUCT

1.) Ok well Im doing the marketing mix. I have to analyze the product, and the promotion for
W&M faculty. In terms of product, would you be willing to commit to a share option that
delivered fish to you on a weekly basis?
Respondent: I would commit to a week at a time but having to do it on a weekly basis for months at a
time, I would be hesitant to commit to that. Certainly without trying it out first on a temporary basis.

2.) So you would want like a temporary basis to see whether you want to continue or not?
Respondent: Yeah.

3.) Would you be more interested if it was less frequent?
Respondent: Yeah

4.) So what type of schedule would you prefer? Would you like a schedule or would you like it to
be more optional?
Respondent: I would like it to be more optional. If I want to buy in on a particular week, Id prefer it if I
had that opportunity instead of having to buy it every week for three months or whatever.

Respondent: I wouldnt really say obstacle, its really just my lifestyle, I dont eat that much fish

6.) What sort of fish would you want? Finfish or shellfish?
Respondent: I would go for both. When I go to restaurants, I go for shellfish and then when I eat at
home, I eat finfish.

7.) So you would want an option that would include both?
Respondent: Yeah

8.) Would you be willing to commit to a share option that consisting of 1-2 servings or 3-5
servings?
Respondent: Probably 1-2

! Interview!#6!
9.) What sort of considerations account for your choice?
Respondent: Theres only 2 of us. No kids. Family size.

10.) Would you prefer fish that was whole, headed and gutted or filleted?
Respondent: Filleted.

11.) What factors account for your preferences?
Respondent: I wouldnt know what to do with a whole fish.

12.) So you wouldnt be willing to clean your fish if someone showed you how?
Respondent: No. Just not interested in it.

13.) How would you feel about committing to purchasing fish every week before you know what
type of fish itll be?
Respondent: I would be ok with that. Id like the surprise.

PRICE

1.) How much would you be willing to pay for a fish compared to how much you would pay at a
grocery store?
Respondent: I guess I would be willing to pay at least equal, if not a little bit more considering that it
would be fresh.

2.) So you feel that it is slightly a more superior product since its fresher?
Respondent: Yeah but how much more, I would be hard-pressed to say not 50% more, might be closer
to 10% more

and info sessions about the CSF?
Respondent: Um, yes that would contribute to the little bit more that I would pay.
4.) Would you be willing to pay more or less in being educated on how to handle and prepare the
fish? Example: weekly recipes, e-mail notifications and call-in-help
Respondent: Recipes, sure. That would be useful.

5.) If you were interested in having the initial services performed on your fish, headed and gutted
and all that, would you be willing to pay extra for that or do you feel like it should be included
in the service?
Respondent: I would be willing to pay more than people were paying for the not-prepared fish, but
again it would have to be just a little bit more than the supermarket. Especially around here, I think you
can get some pretty nice fish at the supermarket.

PLACE

1.) How long would you be willing to drive to pick it up?
! Interview!#6!
Respondent: No further than the supermarket. Like 5 miles I think.

2.) How much time do you consider reasonable at pick-up location to collect your purchase?
Respondent: 10 minutes.

3.) What day is best for you to pickup seafood?
Respondent: Probably all equal

4.) You wouldnt have a preference over the weekend?
Respondent: If they were open after work till like 7, that would be fine on the weekdays.

5.) How do you think subscribing to the CSF will affect your routine and lifestyle?
Respondent: More fish.

6.) Have you ever wanted to eat more fish?
Respondent: I grew up in a desert where you just didnt get fresh fish so that was the big deterrent.
Since I moved here, I do eat a whole lot more fish. So now, the biggest deterrent is that I dont really
know how to cook it. I have a few recipes butIf I knew more recipes

PROMOTION

1.) So you would be more willing to participate if there were more recipes and they taught you
how to handle it?
Respondent: Yeah, particularly with the strange fish that week. I wouldnt know what to do with it.

2.) What would be more important to you, the quality, convenience, the variety or?
Respondent: It would certainly be a combination of all those, but quality would be why I would pick
that over other options.

3.) What would be more important to you, sustainability, supporting of the community, or
knowing the source of the seafood?
Respondent: Sustainability probably. A close second would be supporting the local community.

channels?
Respondent: Probably word of mouth would beif I saw a stand at like a farmers market, I might try it
but if friends are talking about it and are excited about it, that would probably push me over the edge.

5.) So what about the CSF discourages you from subscribing you from the program?
Respondent: Again just how I need to buy the fish on a weekly basis, I always worry about getting
something and not using it. So if you were required to take the product every week, it would be too
much.
! Interview!#6!
So it might be interesting to have this sort of service in conjunction with a produce service. You go to
one place to get your fish and your farm fresh produce. That might make it more convenient. One stop to
get multiple things. I tend to favor close-by, I dont like driving very far.
Interview)#7)
INTERVIEW # 7


1. Gender?
MALE
FEMALE

A CITY
A SUBURBAN AREA
A SMALL TOWN
A RURAL AREA
DONT KNOW /NOT SURE

W&M Arts & Sciences
W&M School of Law
VIMS

FACULTY
STAFF
GRADUATE STUDENT

Interview)#7)
PRODUCT

1a.) Would you be willing to commit to a share option that delivered fresh fish to you on a weekly
basis?

Respondent: Probably not. I eat fish, but as soon as I subscribe to something like this I feel obligated to
use whatever I have commited to and Im not that discipline to doing that. If I want to eat hamburgers,
Ill eat hamburgers. Spaghetti, Spaghetti. Im probably not your ideal profile in something like this.

1b.) Or would you be more interested in a share option that delivered less frequently? If so, what
schedule would you prefer?
Respondent: On demand kind instead of a formal subscription. Yea I might be part of a market that
where rather then feeling obligated because I have parted with my cash, but I have an option that gives
me guaranteed fresh fish and supports the local fisheries I would probably respond to something like that
much more than a subscription. Real question is how many people think like I do, versus the number of
people who are like I eat fish all the time and I love this. Yes, I would think more about a less frequent
rotation then every other week

Respondent: No. I mean I eat fish, its just the question of frequency.

a)finfish b)shellfish c)finfish and shellfish d)other options; if so, elaborate.

Respondent: Both finfish and shellfish.

4a.) Would you be willing to commit to a share option that delivered shares consisting of_______
finfish? *(Whole fish: one pound per person; fillets: pound per person)

Respondent: 1-2 lbs.

4b.) What considerations account for your choice?
Respondent: Family composition is the reason behind. My ideal situation would be to subscribe to the
norm, 1-2 servings, but if you have guests over, or people who are staying over for an extended period
of time, to be able to customize that and be able to call in and say I may need a little more this week.
People dont like to be pinned down, I dont think. Im probably one of those when it comes to
predictable behavior. I can give you 80% of my behavior will be, I cant give you the other 20%.

5a.) Would you prefer a share that delivered finfish to you whole, headed and gutted, or filleted?
Interview)#7)
Respondent: I would like it beheaded, and I would like it cleaned and filleted.

5b.) What factors account for your preference?
Respondent: Less labor intensive and saves time. Disposing is an issue ! spoilage and order can be an
issue.

6. Would you be willing to clean and fillet your own fish if someone showed you how?
Respondent: Probably not, because Ive done a lot of fishing and I still do some fishing today so I
understand how to do it. I wouldnt want to waste my time doing something that I know how to do.

7. How do you feel about committing to purchasing a fish every week before you know what type
of fish itll be?
Respondent: I would be less inclined to purchase under that scenario then I would be if it was
predictable because there are certain types of fish and their flavor that I prefer. If I subscribe to a service
like this I would prefer heres a category, or several categories (talopia, salmon, dover) with a variety of
choices but with my choices. It would be limited choices, but my choices. Flexibility would be great.

PRICE

1.) How much are you willing to pay for CSF fish compared to fish you would purchase at a
grocery store?
Respondent: If its guaranteed fresh and delivered on time, because thats the other criteria I measured,
the delivery of fish because its spoilage, I could probably pay a 5-10% premium for that

and info sessions about the CSF?

Respondent: That would help. I like the idea that there is a feel a good benefit to this, and the fact that I
am helping someone else with my food choices. I would certainly considered going to a community
outreach info session

3.) Would you be willing to pay more or less to be educated in how to handle and prepare the fish?
For example: recipes, e-mail notifications and contacts for extra help.
Respondent: I wouldnt no, primarily because my wife is a very good cook. She likes to do that kind of
thing.

PLACE

Respondent: 5-10 miles. About the area to how far my grocery store is.

Respondent: Well it will be preordered right? So it should be ready. Im not going to shop around the
fish market. So I will just pick up and go right? Anywhere from 5-10 minutes.
Interview)#7)

Respondent: Probably, I would prefer to pick it up on a Friday. Because I would then have the weekend
to use it. I would actually think about also picking it up on a Monday, or early Tuesday cause I could use
it throughout the week. Whats interesting about the question to me is I would almost think about that as
when I could get rid of the residue. So I would think about my garbage collection schedule because you
dont want that stuff hanging around because of how quickly it will spoil, it gets pretty sharp and odory.

Respondent: I would probably pick it up when Im going home at night. I almost said in the morning,
but I wouldnt do it in the morning. I would do it sometime where I can pick it up then could take it back
home immediately and refrigerate it.

5.) Would you rather pick up your seafood at your workplace or at home, or would it be most
convenient for the pickup location to be near a local grocery store?
Respondent: I would probably do it around a local grocery store. Because there is refrigeration there.

6.) How do you think subscribing to the CSF program would affect your routine and or lifestyle?
Respondent: Well it will certainly reduce my purchases a grocery store. I would do a switch off, I would
have a behavior change, at least for the product

PROMOTION

FOLLOW UP QUESTIONS: How much would ______ (quality) play a part in your
a) quality of seafood
b) convienence
c) variety (chance to try new foods)
d) sustainability
e) supporting of community
f) source of seafood

Respondent: Ugh, well a couple things: doing good to the local community. Second, I like fish, so if I
can get it fresh and a higher quality I would go a little out of my way to do that. And if I had the
opportunity to be flexible in terms of your earlier question about what types of fish, those are all pluses
for me

2.) What characteristics of a CSF appeal to you? Unique; Singular; Important; Sustainable;
Alternative; Healthier
Respondent: Yea, you dont know how long a fish has been sitting in a cage at grocery stores. You are
helping a local business, rather then a chain that is less vulnerable then a local business

Interview)#7)
channels?
word of mouth, from friends
online
newspaper
tv
radio
facebook
twitter
free trial
info sessions (taking place at schools, hotels, colleges, etc.)
different promotion/incentive packages
Respondent: First of all, at least I would think, but I dont know how will get this data but I think you
will be talking to a higher discretionary income group, rather then the general public because the general
public would not want to pay extra for the kinds of things that we are talking about. They will probably
be going to a Giant foods, fresh market, or something like that
Yea I would lean toward direct mail because it would be a hardly targeted group if I can get a viable list
of people that I would want to contact
Well word of mouth is going to be very powerful. Because you probably to talking to people who
already have a tendency to want to eat fish. But if you are going to want to target a higher demographic,
I dont know, I will have to see the numbers, but it would probably be relative cheap to get those things
that run before movies
Social media is always a good outlet. Because its just viral. The only thing you have to worry about is
that its explosive. If you have a bad experience everyone knows it. Better be able to pay it off

4.) What about CSF discourages you from subscribing to this program?

Respondent: Just that I havent tried it. Just getting through that early adoption phase, is the first real
hurdle to me Which leads me to think about trial times, maybe with special prices. I dont know about
free samples though, because you are giving a very high value product, but I think if you had the right
target you may be able to promote it that way
Appendix F: Demographic Data
Exhibit 1:
Exhibit 2:
Exhibit 3:
Exhibit 4:
Appendix G: First Order Analysis
Exhibit 5: Research Question #1

Exhibit 6: SPSS Frequency Distribution on Seafood Types

Exhibit 7: Bar chart showing respondents seafood preferences

Exhibit 8: SPSS; testing for statistical significance in data results

Null Hypothesis: People are indifferent towards the various seafood options provided
Results: p<.001; Reject null hypothesis. There is statistical significance in options people chose.


Exhibit 10: Univariate t-test results on Q2

Null Hypothesis: People are indifferent towards the amount of product variety they expect from one
delivery to the next.

Results: Responses generated a mean value of 4.82/7.00 is significantly higher than the neutral midpoint of
4.0, t(87)= 5.71, p<.001, suggesting that overall participants do lean towards a larger variety of seafood
species from one delivery to the next


Exhibit 12: SPSS Frequency Distribution test on Q3

Exhibit 13: Univariate chi-square test on Q3


Exhibit 15: SPSS Frequency Distribution Test on Q4

Exhibit 16: One-sample t-test on Q4

Assumption: We expected our respondents to have high expectations on the freshness of CSF shares, and
would lean towards a close to 0% frozen seafood in their delivery. Surprisingly, the test results suggested
otherwise.

Exhibit 17: Calculations for Average % of Frozen Seafood People Are Willing to Accept

Mean Rating: 4.09/6, p<.001 (1 ! 0%; 6!50%; 4.09!?%)

4.09 = X_
6 50%

6X = 4.09 * 0.5

X= 0.34 = 34%

Conclusion: Participants are willing to accept 34% of frozen seafood as part of their delivery.


Exhibit 19: Results on preferred pickup frequency

29#
64#
0#
10#
20#
30#
40#
50#
60#
70#
Weekly# Bi2weekly#
Preferred&Pickup&Frequency&&
Frequency#Choice#Was#
Selected#
Weekly&
Bi)weekly&

Exhibit 20: Results on ideal amount per pickup

74#
16#
0#
10#
20#
30#
40#
50#
60#
70#
80#
123#lbs#(half#share)# 425#lbs#(full#share)#
Ideal&Amount&Per&Pickup&
Frequency#Choice#
Was#Selected#
4)5&lbs&(full&share)&
1)3&lbs&(half&share)&
Exhibit 21: Results on preferred pickup time of the week

54#
29#
30#
16#
0#
10#
20#
30#
40#
50#
60#
Monday#2#
Thursday#
Friday# Saturday# Sunday#
Pickup&Time8of8Week&&
Frequency#Choice#Was#
Selected#
Monday)&Thursday&
Friday&
Saturday&
Sunday&
Exhibit 22: Results on preferred pickup time of day

22#
42#
43#
0#
10#
20#
30#
40#
50#
Morning#(8212)# Afternoon#(125)# Evening#(629)#
Pickup&Time8of8Day&&
Frequency#Choice#Was#Selected#
Morning&(8)12)&
Afternoon&(1)5)&
Evening&(6)9)&
Exhibit 23: Results on preferred subscription period

30#
44#
10#
18#
0#
20#
40#
60#
3#months# 6#months# 9#months# 12#months#
Subscription&Period&&
Frequency#Choice#Was#Selected#
3&months&
6&months&
9&months&
12&months&

Exhibit 25: Mean and range on average willingness to pay

Exhibit 26: One-sample t-test on Q6s statistical significance

Conclusion: At p <.001, the mean of 108.89 is significant.


Exhibit 28: SPSS results on Q7s statistical significance

Null Hypothesis: Participants are indifferent towards any additional aspects to the CSF
Results: Reject null hypothesis. Data is statistically significant, p<.001; suggesting that people do indeed
prefer certain additional incentives

Exhibit 29: Bar graph showing peoples preferences on additional incentives

68#
54#
44#
43#
43#
40#
37#
35#
35#
3#
0# 10# 20# 30# 40# 50# 60# 70# 80#
Recommended#recipes#to#accompany#the#speciPic#seafood#at#each#pickup#
Seafood#preparation#and#handling#demonstrations#during#pick2up#
Seafood#cooking#demonstrations#during#pick2up#
Literature#on#Pisheries#and#seafood#included#with#share#
Members2only#educational#opportunities#outside#of#regular#pick2up#
time#
Detailed#shopping#list#of#ingredients,#with#recipes,#to#accompany#the#
speciPic#seafood#
General#information#to#promote#community#dialogue#about#
sustainability#
Online#community#(e.g.,#Facebook#or#website)#that#provides#
informational#resources#
Members2only#social#activities#outside#of#regular#pick2up#time#
Other#
Additional#aspects#of#a#potential#CSF#program#are#personally#most#appealing&&


Exhibit 31: One-sample t-test results on Q8, part 1

Results: Respondents are in between somewhat likely and likely to join given the selections they made
from Q1-Q7.

Exhibit 32: One-sample t-test results on Q8, part 2

Results: Respondents are in between likely and very likely to join after having a 1-month CSF trial.
Exhibit 33: Paired sample t-test on Q8 parts 1&2

Results: Difference in means between 6.39 and 5.48 (likelihood to join before and after being offered a 1-
month trial period) is statistically significant; t (87)= 10, p<.001
From that, we can draw the conclusion that respondents are more likely to join the CSF if they have a trial
period.
Appendix H: Second Order Analysis
Exhibit 34: SPSS; Correlation on Household Size and Share Amount Per Week
!
Correlations
HouseholdSize ShareAmoutPe
rWeek
HouseholdSize
Pearson Correlation 1 .096
Sig. (2-tailed)

.394
N 81 81
ShareAmoutPerWeek
Pearson Correlation .096 1
Sig. (2-tailed) .394

N 81 81
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Exhibit!35:!Binned!Scatterplot!on!Household!Size!and!Share!Amount!Per!Week!
!
!
!
!
Exhibit!36:!Correlation!on!Adults!20!and!Over!and!Share!Amount!Per!Week!
!
Correlations
ShareAmoutPe
rWeek
Adults20andOv
er
ShareAmoutPerWeek
Sig. (2-tailed)

.071
N 81 81
Adults20andOver
Pearson Correlation .202 1

N 81 88
!
!
!
!
!
!
!
Exhibit!37:!Regression!on!Adults!20!and!Over!and!Share!Amount!Per!Week!
!
Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .202
a
.041 .028 .15645
a. Predictors: (Constant), Adults20andOver
!
ANOVA
a

Model Sum of
Squares
df Mean Square F Sig.
1
Regression .082 1 .082 3.344 .071
b

Residual 1.934 79 .024

Total 2.015 80

a. Dependent Variable: ShareAmoutPerWeek
b. Predictors: (Constant), Adults20andOver
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
Coefficients
a

Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) .285 .051

5.539 .000
Adults20andOve
r
.047 .026 .202 1.829 .071
a. Dependent Variable: ShareAmoutPerWeek
Exhibit!38:!OneIway!ANOVA!between!likeliness!to!join!and!Income!
!
!
ANOVA
join1
Sum of
Squares
df Mean Square F Sig.
Between Groups 10.753 8 1.344 1.047 .410
Within Groups 93.747 73 1.284

Total 104.500 81

!
!
!
!
!
!
!
!
!
!
!
!
!
!
Descriptives
join1
N Mean Std.
Deviation
Std.
Error
95% Confidence Interval
for Mean
Minimu
m
Maximu
m
Lower
Bound
Upper
Bound
1 2 6.00 1.414 1.000 -6.71 18.71 5 7
2 11 5.36 1.629 .491 4.27 6.46 2 7
3 13 5.38 .650 .180 4.99 5.78 4 6
4 18 5.33 .907 .214 4.88 5.78 3 7
5 17 6.00 1.118 .271 5.43 6.57 3 7
6 8 5.13 .991 .350 4.30 5.95 4 7
7 7 5.00 1.414 .535 3.69 6.31 3 7
8 4 6.25 1.500 .750 3.86 8.64 4 7
9 2 5.50 .707 .500 -.85 11.85 5 6
Total 82 5.50 1.136 .125 5.25 5.75 2 7
Exhibit!39:!Means!Plot!of!likeliness!to!join!and!income!
!
!
!
Exhibit!40:!Correlation!between!likeliness!to!join!with!a!trial!period!and!current!
consumption!
Correlations
join2 freq
join2
*

Sig. (2-tailed)

.047
N 88 88
freq
Pearson Correlation .213
*
1

N 88 88
*. Correlation is significant at the 0.05 level (2-tailed).
!
Exhibit!41:!Line!Graph!between!likeliness!to!join!with!a!trial!period!and!current!
consumption!
!
!
!
Exhibit!42:!Regression!between!likeliness!to!join!with!a!trial!period!and!current!
consumption!
!
Model Summary
Square
Std. Error of
the Estimate
1 .304
a
.092 .082 1.125
a. Predictors: (Constant), freq
!
Model Summary
Square
Std. Error of
the Estimate
1 .304
a
.092 .082 1.125
a. Predictors: (Constant), freq
!
Coefficients
a

Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 4.248 .433

9.818 .000
freq .325 .110 .304 2.956 .004
a. Dependent Variable: join1
!

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Alex Corwin

STANDARDZED BACKGROUND QUESTONS

1.) What is the most attractive Ieature oI a CSF?

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