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Asian ethnic fish markets in the Northeastern region of the United States of America (USA) are popular for selling live fish and seafood. A consumer survey was conducted in selected supermarkets of New York, New Jersey, and Pennsylvania during the summer of 2009 to assess consumer preferences for live seafood species. A binary logit model was developed to study the factors influencing preferences for live and fresh fish products. Results indicated that consumer preferences for live fish species vary by ethnic group. Live fish customers visited supermarkets at least two to three times a week and spent $16 to $20 a week to purchase medium size fish (0 to .91 kg live fish, on average). Freshness and appearance (bright, free of bruises, healthy fish) were the most important attributes. Findings indicate that promotion of live fish sales should be targeted to those stores dominated by East Asian (Chinese, Korean, and Japanese) customers.
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