A Study on Consumer Behaviour at Organized Fish Retail Outlet

Indian consumers have been buying fish from the unhygienic fish markets, but of late fish has becomeavailable at many of the multi-format retail outlets. Consumers’ behaviour at organized fish retail outlets inMumbai has been studied. The majority of consumers are young (25-35 years) and belong to upper middleclass. Fresh fish is the preferred choice and about 60 per cent consumers have emphasized on freshnessrather than price of fish. About 97 per cent consumers have recently shifted to organized retail outlets fromlocal markets for purchasing fish. The majority of consumers (84.3%) have been found to be species-specificwhile buying fish. Quality and convenience have been found to be the major factors responsiblefor shift from local markets. Sensory evaluation of CIFE’s value-added products like fish munch, fishkeema, prawn pickle and prawn masala have shown a positive feedback from the consumers as about 62per cent have rated the parameters like taste, texture, odour, price, etc. highly. However, appearance andpackaging have received average feedback, indicating the need to make products more attractive. Amajority of consumers (72%) have shown willingness to buy these products and 95 per cent wish to trynew products, in both fresh and processed forms, indicating changing consumption pattern in the urbanareas. The study has argued that since the technology to prepare such products is already available withCentral Institute of Fisheries Education, Mumbai and other institutes like CIFT, Kochi, this can be readilyextended to the willing entrepreneurs and women SHGs.