Segmenting Minnesota walleye anglers based on their consumption orientation

We examine the consumption orientation of Minnesota walleye anglers using results from a 2009 survey. Consistent with previous research, we identified four dimensions of consumption orientation: catching something, catching big fish, catching many fish, and keeping fish. Using these consumption orientation dimensions, we conducted cluster analysis to identify homogeneous segments of walleye anglers. We identified anglers who seek: excitement, action, or little in terms of consumption. “Excitement” oriented anglers rated catching big fish and catching many fish high, while “action” oriented anglers rated catching something and catching many fish high. Anglers who wanted little in terms of consumption rated all dimensions low. Excitement-oriented anglers were significantly younger, had fished fewer years overall and fewer years of the past 10, and had fished fewer days during the past year. Anglers who wanted little in terms of consumption had fished the most days during the past year, were least concerned about the fishing characteristics when selecting a place to fish, and were most supportive of reducing the state walleye bag limit from six to four. Action-oriented anglers were the oldest, were most concerned about fishing characteristics when selecting a place to fish, and were least supportive of reducing the walleye bag limit.