The consumption of fish in old age: a statistical analysis on the dataset “multiscopo”

A certain incentive to buy in a reasoned way is revealed against a generalized reduction in the agri-food expenditure of Italian households: less “junk” food, more healthy food. Fish, in the specific case for its high nutraceutical content, is among healthy foods: not by chance, the shares of those consuming fish tend to be, though timidly, growing. Thus, a study on the behavior of consumers of fish products is particularly useful for tracing a profile as close as possible to the frequent “perfect consumer” of fish. In the context of a multivariate methodological approach applied on “Multiscopo” microdata, it is evaluated how some explanatory variables, specifically identified to describe seven thematic dimensions (demographic, economic, geographical, health, food, social and housing), are more or less significantly related to fish consumption. The emerging information framework, characterized by people in old age, couples and no longer with dependent children, resident in the South and in the islands more than in the North and Central Italy, who are healthy and with a level of education and a modest standard living and moderately satisfied on economic life expectancy of their economic resources, can make it possible to build a market segmentation map on which to correctly place the collected points on the arguments and outcomes emerging from the analysis carried out. This will allow you in economic commercial terms to think about possible marketing strategies that industry operators may adopt to make the fish product more attractive to the target consumer.