2) Benefit sought and attitudes toward shellfish by Spanish and British consumers.

Market research undertaken in two European countries during the summer of 1995, enabled a market segmentation approach to benefits sought by shellfish consumers. By randomly stopping people on busy streets in Barcelona, Spain and Hull, UK, interviews were carried out. A cluster analysis was performed on importance ratings for several shellfish slection variables, the clustering method used was K-means. For Spanish consumers the following were the: Easy to cook, and easy to combine. A negative attitude towards frozen shell-fish was found among Spanish consumers whilst the British preferred frozen and ready (shellfish) meals over fresh. This, reflect differences of lifestyle related to food.

Keywords: Britain, Spain, shellfish, attitudes, market segmentation.