Olga Untilov

University of Savoy

Olga Untilov is a PhD student in business sciences (research area: consumer behavior) at the University of Savoy (France).

SESSIONS:

Competitiveness & Economic Sustaiinability / Improving Strategic Plans, Tue 15:20

Successes and failures in the market place. The consumer motives, willingness to pay and attitudes

ABSTRACT

The European demand of aquaculture and fisheries products is being satisfied with an increasing imports from overseas products. The PrimeFish project aims at enhancing the competitiveness of the European fisheries and aquaculture producers with a tool of market intelligence (PrimeDSS) allowing to identify trends and patterns in the main markets of Europe, as well as success and failure stories from the industry. In order to make it possible, a qualitative consumer study with 90 interviews have been carried out in Spain, Italy, France, Germany and United Kingdom. It allows to identify positive and negative attitudes towards seafood consumption and refine posterior qualitative studies. In parallel, an analysis of the success and failure industry practices was also carried out using primary data collected through a semi-structured interviews and secondary data from the company reports. The results will be applied to the development of the Fisheries and Aquaculture Competitiveness Index (FACI), also included in the PrimeDSS.