Market analysis using Multiple Correspondence Analysis: the case of consumer acceptance of African catfish, Clarias gariepinus (Burchell, 1822)

In many countries, aquaculture development has been driven by technical solutions to the culture of high unit value (HUV) species. As rising production has met with falling prices, diversification into other HUV species has occurred and renewed the 'speciescycle’process. However, if aquaculture is to make its forecast contribution to offset declining capture supplies, some redirection may be needed to determine the substitute species and the product profile sought by consumers, and hence, the areas for genuine opportunity for growth. To this end, this paper employs Multiple Correspondence Analysis (MCA) to analyse consumer acceptance of a cultured product. The MCA identifies patterns of association hidden by conventional techniques and may provide a methodology for identifying more relevant responses by the international aquaculture industry to the needs of the market. To illustrate the potential, the paper presents a case study of African catfish, Clarias gariepinus (Burchell 1822), using face-to-face consumer surveys incorporating samples of Clarias fillets in household meals. The MCA suggests that the Clarias product has attributes which are not uniquely orientated to any particular niche market, in contrast to most conventional HUV species. This may be advantageous, and for example, suggests that Clarias might be marketed as frozen blocks for further added value products and as a substitute for those demersal species which are less available internationally.