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Sturgeon awareness in Bulgaria
(Marketing research results)
January, Sofia 2013
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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.
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Methodology
Research 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.
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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.
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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.
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Introduction
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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
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Associations
1.2 Respondents who have associations about Sturgeons? (%)
Base for 1.2: 296
Base for 1.3: 204
1.3 Respondents associations about Sturgeons after
giving them a clues? (%)
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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
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Knowledge about sturgeons
Base: 500
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Statements
Which of the following statements are right or wrong? (%)
Base: 327
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Statements by gender
Which of the following statements are right or wrong? (%)
Men
Base - Man: 156
Base - Women: 171
Women
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Awareness
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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
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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
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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
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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
Base - till 40 years: 105
Base - over 40 years: 193
Older respondents – over 40 years
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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
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Sturgeon products – consumption (1)
How often have you eaten sturgeon – caviar or meat? (%)
Base: 327
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Sturgeon products – consumption (2)
When was the last time you ate sturgeon – caviar or meat? (%)
Base: 60
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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
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Sturgeon caviar by gender
Could you tell the difference between legal and illegal sturgeon caviar? (%)
Men
Base - Man: 156
Base - Women: 171
Women
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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
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Knowledge about rivers problems
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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
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Danube
With which of the following statements concerning Danube you agree or
disagree? (%)
Base: 327
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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
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Demographic profile
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Gender (%)
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Age (%)
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Education level (%)
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Household income (%)
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How many people live in your household? (%)
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Province (%)
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Phone: +359/2/958 18 76
www.marketeyes.biz
January, Sofia 2013