Analysis of a niche market for farm-raised black sea bass Centropristis striata in North Carolina
- UNCW Author/Contributor (non-UNCW co-authors, if there are any, appear on document)
- James D. Wilde (Creator)
- Institution
- The University of North Carolina Wilmington (UNCW )
- Web Site: http://library.uncw.edu/
- Advisor
- Thomas M. Losordo
Abstract: A demand analysis for farm-raised black sea bass (BSB) was conducted in the upscale
niche restaurant market of North Carolina (NC) via field sample surveys of restaurants drawn at
random from the population of all NC restaurants. The analysis determines the effects of niche
market variables on BSB quantity demanded at the individual restaurant level. Sample results
were extrapolated to the full population of NC restaurants to estimate statewide niche market
demand for farm-raised BSB. Results indicate that 15.9 percent of sampled restaurants meet the
predetermined niche market criteria, producing a statewide NC niche market size estimate of
3,279 restaurants. Most (88 percent) surveyed restaurants serve a suburban rather than tourist or
urban/professional clientele. Surveyed niche market restaurant chefs prefer fresh, chilled fish
products (88 percent) of moderate fat content (41 percent). Beyond taste and appearance product
attributes, chefs identified freshness, continuous availability, and fish size as most important.
Few (7 percent) niche market restaurants currently purchase BSB, but most (76 percent) reported
that they would purchase farm-raised BSB similar to those evaluated in the survey if they were
available for a price similar to the price of substitute species like grouper. Some (14 percent)
reported problems with ocean-caught BSB availability. A majority (66 percent) had no
preference for ocean-caught over farm-raised BSB products. Regression analyses showed that
higher prices for substitute species and higher dinner entrée prices have positive effects on BSB
purchases, resulting in greater BSB demand. Higher BSB prices have a negative effect on BSB
demand. The only significant effect of season was moderately lower demand in winter. Effects
of geographical location were not significant. For a likely example scenario, estimated NC
statewide BSB niche market demand was 179,077 kg (394,798 lb) per year. A potential industry
limitation is NC chefs' preference for whole weight fish products exceeding 908 g (2.0 lb).
Analysis of a niche market for farm-raised black sea bass Centropristis striata in North Carolina
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Created on 1/1/2009
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Additional Information
- Publication
- Thesis
- A Thesis Submitted to the University of North Carolina Wilmington in Partial Fulfillment of the Requirements for the Degree of Master of Science
- Language: English
- Date: 2009
- Keywords
- Aquaculture industry--North Carolina , Fish culture--North Carolina, Fishery products--North Carolina--Marketing, Striped bass--North Carolina--Marketing
- Subjects
- Fish culture -- North Carolina
- Fishery products -- North Carolina -- Marketing
- Striped bass -- North Carolina -- Marketing
- Aquaculture industry -- North Carolina