Estudio del mercado de consumo de pescado e identificación de instrumentos para su expansión. Informe final Secretaría de Agricultura, Ganadería, Pesca y Alimentación.

The Argentine domestic market of fishing products, traditionally small both in per capita and absolute levels, has been showing symptoms of change. The purpose of this study is to identify the new patterns in consumer attitude, explore the nature and significance of shifts in consumer behaviour through qualitative research methods,and report significant adjustments accurred in supply. Due to substantive changes in the macroeconomic environment, structural adjustment within the industry, new marketing strategies of existing firms and the appearance of global actors in agri-industrial production in Argentina, there is a growing competitive environment in this market, leading to a more diversified supply of fishing products. Nonetheless, due to consumers anachronistic perception ofthe state of commercial channels and supply, domestic demand remains relatively small as compared to other meats. So, finally, the study identifies and proposes means to alleviate constraints in consumer demand through new institutional and marketing strategies.