Consumer Behavior Towards Fish and Fishery Products of Ceylon Fisheries Corporation: A Case Study of CFC Retail Outlet in Tangalle, Sri Lanka.

Abstract

Ceylon Fisheries Corporation (CFC) has launched a programme to distribute nutritional value of fish among the nations by providing quality fish at a competitive price through their retail stalls, Laksathosa, Co-op city outlets and Economic centers. Primary objective of this study was to examine the consumer behavior towards the CFC fish and fishery products. This research further examined the present situation of CFC retail outlet in Tangalle and proposed suggestions to enhance market share for CFC fish and fishery products. A questionnaire survey was conducted using a convenience sample of 55 consumers in Tangalle considering the easy access to the respondents. Wilcoxone singed rank test was applied for the analysis. SWOT analysis was performed to scan the internal and external environment of CFC Tangalle retail outlet. Although, consumers from Tangalle city had a positive perception regarding availability of different CFC fish and fishery products and quality assurance of the products, they had a poor knowledge about fish price. Therefore, pricing policy of CFC should well communicate to the public. Employing CFC own boats at Tangalle harbor will enhance supply of CFC fish at a reasonable price. CFC is responsible for supplying fish to all government hospitals hence Tangalle CFC retail outlet can provide fish to Tangalle hospital. As publicity and promotional campaigns are paramount important to enhance market share, conducting “Fish Mela” sales in Tangalle and surrounded cities are proposed to increase the public awareness about CFC fish and fishery products.