Retailing farmed fish In southern Europe: supermarkets lead other seafood retailers.

Abstract

Seafood retail channels in Southern Europe include four main classes: traditional fish markets and fishmongers, supermarkets and hypermarkets. Location, primary products and typical level of interaction with customers vary among the formats. In a survey in Spain, price was much more important for customers of supermarkets and hypermarkets than for those of the traditional channels, who rated quality more important. The empathy and reliability of vendors were scored higher for the traditional stores.