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Fish Consumption Behavior in West Godavari District, AP, India

Author Affiliations

  • 1 Hyderabad Business School, Hyderabad, Andhra Pradesh,INDIA
  • 2 Gudlavalleru Engineering College, Gudlavalleru, Andhra Pradesh, INDIA

Res. J. Management Sci., Volume 3, Issue (5), Pages 1-5, May,6 (2014)

Abstract

The end-user’s perceptions and consumption behavior of the fish determines the success of the marketing system. A study has been made to analyse consumption behaviour of fish. It is found that the portion of fish in the total food consumption increased with increase in income initially but marginally declined with higher income categories. The average household fish consumption is 2.86 kg per month. Housewife is the decision maker on a variety of fish to be purchased in the low income category. A common feature among the upper income group is the purchase of fish by the chief wage earner or by the domestic help. A proportion of 47 per cent of the households consuming fish buys fish from street vendors. This proportion is higher in the lower income groups, indicating a regular demand for the product from this class. Consumers perceive that freshness is a significant factor to purchase fish. The study reveals that poor hygiene conditions exist at fish retail outlets. However, majority of the respondents was satisfied with the curries at hotels. The study clearly indicates that fish is a highly appreciated food in all income groups due to its easy availability, affordable price, taste and nutritive value. Consumers with low and middle incomes perceive fish as one of the cheapest forms of adding value to their food intake.

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