The profiles for PAL customers consist of the following geographic, demographic, and behavior factors.  Please note that PAL has multiple target segments, individual consumers (retail, wholesale), and restaurants.

Individuals:

  • educated
  • fresh fish products are important part of their diet
  • price is of little concern
  • quality plays a very important factor
  • obtain food products at specialty stores such as Gourmet shops/Mail order


Geographics

Smoked meats
  • The immediate target is the major metropolitan areas in the Southeastern United States; Louisville, Lexington, Cincinnati, Nashville.
  • Total targeted population is over 4,000,000

Caviar
  • The immediate target is major client contracts in larger upscale metropolitan areas such New York City, Miami, and Chicago.
  • Total targeted population is, 11,500,000


Demographics

  • Singles and families.
  • Have attended college or graduate school.
  • Tend to patronize higher-quality restaurants.
  • Are cognizant about food diversity and presentation.


Behavior factors

  • Are willing to pay a premium for higher quality, products.
  • High value is attributed to top quality products.¬†

Market Demographics
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Renee Koerner, Pres., Big Fish Farms, Inc. Bellevue, Kentucky