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  • Birds Eye Fish Fingers: A Preliminary Assessment of Housewives' Attitudes To Fish Fingers

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    The Tavistock Institute of Human Relations
    484 views13 pages
    Released in our archive at the Wellcome Library, this is a report about housewives' attitudes to fish fingers.

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    Birds Eye Fish Fingers: A Preliminary Assessment of Housewives' Attitudes to Fish Fingers

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    © © All Rights Reserved

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    Released in our archive at the Wellcome Library, this is a report about housewives' attitudes to fish fingers.

    Copyright:

    © All Rights Reserved
    Flag for inappropriate content
    484 views13 pages

    Birds Eye Fish Fingers: A Preliminary Assessment of Housewives' Attitudes To Fish Fingers

    Uploaded by

    The Tavistock Institute of Human Relations
    Released in our archive at the Wellcome Library, this is a report about housewives' attitudes to fish fingers.

    Copyright:

    © All Rights Reserved
    Flag for inappropriate content
    of 13
    5/8 Peo Mon m2 Getter Toe ‘BORIS SYP I PHS ‘A FRALISDSAAY scp or QUSDIVES'_govrupes 90 FISH PERS wy ‘obin Biggin a Gonetetne V. Gane Sommsht in this report is reserved to the Tnststute without whose consent np semrofuotion nay be made, comens08s A2PO01K T Wotght Tien in Packet size ecerel Aypeazance oleae Prev and Fost Cooking Preferences ackage Desten 2-3 4-6 9-10 pace om L ‘Mais docutent as been prepared for Reosarch Buresu Linited on ‘petatt of Binds Tye Foods. The Cosnery are concemed that the mazkat for Progen fish products (chiefly fish fingers) 2 declining slighty (com ‘pared with 2ast yetr) and that the Binsa Bye share is declining at « greater Fete, This dociment aine 0 give sone pointers to housewives’ attitutos bout fish fingera and certain of their attributes. It should be stressed ‘at at is no sore than a eoall pilot etudy and the results shoulé there fore bo read ae offering tentative rather ten fire eugestions for fubure sarketing policy. 2 Previous documents in ‘hia field on which wo have drawn in this Shay are listed in Appendix I. They have shom that fish fingers are Gn the Bosttive Side, On the Nexative S38 4 couventonoe foot Doeusteble for a asin geal, oven when ‘scconpenied by vogotables. “ghy moStable for easels and ‘quick meals Certainty unsuitable for the san in the house Iatour saving Por gous deteriarating since the pro~ Inorecsing the variety of one!s uct's first appearance on the aarint town and the fanily's dist (inde Bye poostbly receiving aore criticien then other brands in this ainently auttable for children, respect.) {oeing fee fron tooes sn iin) Tot aa testy as they once were and suse ‘A-usetul fish food for Fridays pected of a decrease in eize anf contai=- sng lees fieh ett genenally to be good value for foney partly fecause there is no Being unouitebly picid. Por sang, a wreatage ‘pocket of efx 42 geen as too snl] and Eyecient of 10 too many me price remining fairiy stable ini mus buugeting 19 mde essiar Causing sous guilt about ths counoxiee in preperation or ony consumer at nade of pure fish Portioularly a9 for cone fish fingers ‘ot as souniehing as f7een 13h, Por many housauivos tasty, 2 pecially when they are served with 8 sauce, piso > esearch Buresa carried our the initial reeruttuont of house ‘ives, tuviting 26 to attend one of the three discussion groupe. further tvo vere aaied to act ss hostosses to two of the groups. Only ‘hose hovsewsves wo actually served fish fingers vere reorsited, Pre- tent et cach group were the Houoerives themselves, the ecamultant Crom ‘he Tevistock Institute and a reecarch aseistant, ‘together with sa n= ‘yentigatar fron Researe® Bureaa Tsaitod. 4 ‘to groupe were held during the vedk boginning 17th Gopteater, ise, in Putney, Winbloion and Hameresith. They were nade up ae follows Classification Srund last Brendes ever poe 3 2 ree n peo 2 m lew oF 3 Dn 2-w - 4 Yes me ean 5 ve R eee 6 m Po moe 2 © se BR Sa 2 0 5H BR tae 5 ee co my 8 uw 4 0 R49 BE | 3-H OFS. 5 Yee co BR nay OF mors 1 Yoo n Ba. 2 Ye ee ® 3 ves mM B 4 es mw B-a ® 5 Yo antormation 6 Mo tntorsation 1 res eer tn 8.8. 6 m5 La By 5. Ta sach group the Gisouesion tasted botwoen one and tye hours and ‘ras ctvited up inte five prance. he First phase, following en intro- WiSeion ‘of tastitate and Snrenu staff and a Drier doscrigtior of the goint of the ererciae, was a relatively feo ané undirected ddsqussion on fish Srofucte in generel aad fish PSngere in particular. During the eecont Fhsoe the greap nas aaked to coment on four uncooked brands of fish fingere Thich vere tabedled with code signs and placed in the middle of the group Gea table, fhe third phone consisted of taoting ant reporting on cach of {he tour Srands of cooked tian fingers which wero iobslied only with code siene. {the Sone tee ae Le aunts Servet: 2.8, Birds Tye BD Bekino FL Pints Fe, Proper 5. Saedleys ast wool. Leow I= 2 wosks ago 2aw 27 4 woos 20 Ve 13 months azo San 3 ~ 6 sonths ago 2, # ‘Mere wore sone discrepanoiee in information given to interviswers ty Eoopondente end what they subooguantiy said an the couree of ‘aouaston. “ 4n the fourth phase packste of the four brands were yut on the table and ZEeauite wore invited about package design. Only after thia,in the Sfth paaseyuee the code broken ond the mance of the verious brands Used With she pros and poot-cooked fian Cingers, The brands unet vere Birds ye, Bossy kino ana Fanaus- mS 6 ‘me groupe threw up no data which could be asia to refttc, Sixtously the findings tabulated in para. 4. However, they did

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