Understanding Consumer’s Attitude on Fish Quality and Marketing Aspects in the Greek Market

During the last decade the Greek fish market experienced significant changes affectingboth the supply and the demand of fish. Fisheries have faced significant problems, suchas overfishing and low productivity. Similarly, the undoubtedly rapid development ofthe aquaculture sector was followed by an intense competition and low prices for fish.On the other hand, the traditional Greek consumer’s attitude on fish products is rapidlychanging mainly due to socio-economic factors. Within this framework, the consumersplay a critical role that of being the link between supply and demand. Thus, the analysisof the consumer’s attitude concerning basic quality and marketing aspects on marinecaptured and farmed fish market could be a useful tool towards a more rational organizationof the distribution roots. For this purpose, research was carried out and a totalof 395 consumers, randomly selected in terms of demographic and socio-economic dispersioncriteria, were asked to fill in a questionnaire covering aspects of fish marketingand quality aspects, such as consumers’ “sensitivity on fish freshness issues”, “sensitivityon marketing issues” and “reasons for choosing fish as food” in their family. regardingData were statistically analyzed using categorical regression in an effort toidentify the effect of basic classification variables of consumers’ origin and socioeconomicstatus into their sensitivity on fish quality and marketing aspect