Sturgeon awareness in Bulgaria (Marketing research results)

Research objectives The research will be focused on measuring the Sturgeons awareness among the mass audience and the environmental problems related to them. To measure the Sturgeons awareness and main associations related to them; To measure the knowledge among the mass audience about Sturgeons; To establish the target audience attitude regarding the products made from sturgeon – caviar and meat; To establish the mass audience self-assessment regarding the general knowledge about Sturgeon; Other.

Methodology Research type Data collection method Sample size and type Quantitative research. Data collection method Telephone interview. Sample size and type Sample size: N= 500, +/-4,5%; Sample type: Simple random sampling. Research range National. Target audience Urban residents.

Summary (1) In general, the research established that about 65% of the researched audience has some association/awareness about Sturgeon. There is no major difference considering the association from gender perspective and results are equal - 65%. Over 55% of the respondents have associations about Sturgeons (59.2%). The majority of the researched audience, which knows something, points out that they associate Sturgeon as: fish (99.3%) and source of caviar (49%). However, it is important to be pointed out that appreciable share of people said that Sturgeons lives in Danube (17.6%) and this species is endangered (15.5%). These 4 associations are the main privity about Sturgeons. On the opposite side are the respondents which after giving them a clue/s mark anew that they still “have no idea” what Sturgeon is - 85%. The conducted research showed that knowledge about Sturgeons is insufficient and incomplete. Yet there are some statements which are known among the respondents such as: Sturgeons live in Bulgaria, Danube and Black see, but all others are minor. From gender point of view, male registered higher percentage of well-informed and more knowledgeable respondents about Sturgeons.

Summary (2) A considerably high number of interviewed people declare that main Sturgeons threats are: pollution (93.6%), overfishing (74.3%) and destruction of their habitats (64.5%). The survey established that altogether, males and females rank the serious threats same as in general result. What the survey determine is that female respondents consider diseases as more serious threat than caviar trade, result which is dissimilar for the male audience, because both threats for them are equally serious. Analogue relation is seen from the demographic section - age. Younger respondents till 40, consider caviar trade as serious threat in 60% and diseases in 43%, while older respondents rank caviar trade in 47% and diseases in 58% as serious threats. Nearly 80% of the interviewed never have been eaten Sturgeon caviar or meat and approximately 54% would like to eat the both products made from Sturgeon. The majority of the researched audience, who has eaten Sturgeon meat and caviar, point out this action has taken place within the last or more than 10 years. Comparatively high share of the mass audience could not tell the difference between legal/illegal caviar. Nevertheless male respondents know slightly more about the difference between legal/illegal caviar. The Sturgeon awareness among Bulgarians is relatively low. Information/Knowledge amidst the mass audience is basic and main problems are unknown to the public. 59% of the respondents mark that they are poorly informed about Sturgeons.

Introduction

Sturgeon cognition Do you know what a “Sturgeon” is? (%) The researched established that 3/5 of the respondents know what a Sturgeon is. From Gender perspective the results are equal - 59%. Base: 500

1.3 Respondents associations about Sturgeons after 1.2 Respondents who have associations about Sturgeons? (%) 1.3 Respondents associations about Sturgeons after giving them a clues? (%) Base for 1.2: 296 Base for 1.3: 204

Total Sturgeon associations All respondents who have associations about Sturgeons? (%) In general, the survey established that about 65% of the researched respondents have some association/awareness about Sturgeon. Base: 500

Knowledge about sturgeons Base: 500

Which of the following statements are right or wrong? (%) Base: 327

Which of the following statements are right or wrong? (%) Statements by gender Which of the following statements are right or wrong? (%) Men Women Base - Man: 156 Base - Women: 171

Awareness

Potential threats I’ll name a few potential threats. Please tell me if you consider them, serious, moderate or not threat at all? (%) Base: 327

Potential threats - Men I’ll name a few potential threats. Please tell me if you consider them, serious, moderate or not threat at all? (%) Base: 156

Potential threats - Women I’ll name a few potential threats. Please tell me if you consider them, serious, moderate or not threat at all? (%) Base: 171

Potential threats by age I’ll name a few potential threats. Please tell me if you consider them, serious, moderate or not threat at all? (%) Younger respondents – till 40 years Older respondents – over 40 years Base - till 40 years: 105 Base - over 40 years: 193

Sturgeon products What do you think of products made from sturgeon, in what extent do you agree or disagree for each of the statements? (%) Base: 327

Sturgeon products – consumption (1) How often have you eaten sturgeon – caviar or meat? (%) Base: 327

Sturgeon products – consumption (2) When was the last time you ate sturgeon – caviar or meat? (%) Base: 60

Sturgeon caviar Could you tell the difference between legal and illegal sturgeon caviar? (%) In general, the survey established that about 60% of the mass audience could not tell the difference between legal or illegal caviar. What is main known about the difference is that legal caviar has label and code indicating the origin – 30% Base: 327

Sturgeon caviar by gender Could you tell the difference between legal and illegal sturgeon caviar? (%) Men Women Base - Man: 156 Base - Women: 171

How well do you feel informed about Sturgeons? (%) Sturgeon information How well do you feel informed about Sturgeons? (%) One of the main conclusions is that Bulgarians known little about Sturgeons and their problems. Around 6% of the respondents point out that they are very well informed about Sturgeons. Base: 327

Knowledge about rivers problems

Rivers problems What are the biggest problem/s with rivers according to you? (%) The conducted research showed that pollution is the biggest problem for rivers according to the mass audience – 76%. Base: 327

Danube With which of the following statements concerning Danube you agree or disagree? (%) Base: 327

Hydropower plants What is your attitude towards the construction of new hydropower plants? (%) Attitude towards the construction of new hydropower plants is diverse among the mass audience. Base: 327

Demographic profile

Gender (%)

Age (%)

Education level (%)

Household income (%)

How many people live in your household? (%)

Province (%)

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