FACTORS THAT INFLUENCE FREQUENCY OF PURCHASE OF CATFISH BY U.S. HOUSEHOLDS IN SELECTED CITIES

Increased understanding of the factors that influence the frequency of purchase of catfish (Ictalurus punctatus) by U.S. households would provide guidance for catfish marketing programs. A household survey was conducted to analyze consumer preferences and consumption trends of U.S. farm-raised catfish in Birmingham, Memphis, Chicago, Jackson (MS), New Orleans, Baton Rouge, Little Rock, Oklahoma City, Dallas, Houston, and San Antonio. An ordered probit model was developed to examine the variables influencing frequency of catfish purchase. Household respondents in all cities except Jackson, New Orleans, Oklahoma City, and San Antonio were found to be more frequent buyers of catfish products. Respondents who preferred fresh catfish had a greater likelihood of frequent catfish purchase while buyers of frozen catfish were less likely to purchase catfish frequently. Method of preparation and serving had no influence on catfish purchase frequency. Buyers purchasing from supermarket outlets had a higher probability of being more frequent buyers of catfish products than those who purchase from other market outlets. Product origin labels and vacuum-sealed packaging influenced the frequency of catfish purchase. Caucasians and African Americans were found to be more frequent buyers of catfish products while Hispanics were found to be significantly less frequent buyers of catfish products. Married couples had a greater likelihood of purchasing catfish more frequently than unmarried couples. Age of the respondents as well as number of household members had no significant effect on frequency of catfish purchase. The results from this study support the importance of country of origin labeling, supplying high-quality fresh products, and alternative packaging to enhance sales of U.S. farm-raised catfish in supermarkets.