Abstract:
The primary purpose of this study was to examine consumer behavior towards freshwater fish consumption in
Tangalle. Then, it investigated the existing freshwater fish production and marketing system in Tangalle. Third
objective was to suggest the ways and means of enhancing freshwater fish production and marketing. A questionnaire
survey was conducted using a convenience sample of 50 consumers in Tangalle city in Sri Lanka. Wilcoxon signed rank
test was employed to analysis the data. Small scale capture fishery occurs in Kudupiriwila and Kattakaduwa reservoirs
which are located close proximity to Tangalle. Majority of fishermen catch fish daily from the reservoirs and sell it by
themselves. Usually, one kilo gramme of freshwater fish is sold around 200-300 rupees. Thilapia, snakehead murrel,
catfishes, barbs and eels are the most demanded freshwater fish varieties in Tangalle. Consumers have favorable
attitudes towards freshwater fish consumption except for its smell. In Tangalle, freshwater fish are available at
affordable prices. Consumption of freshwater fish is suitable for consumer's budgets. Findings revealed that
consumers are thorough in both product and process knowledge of freshwater fish. This research concludes that
consumers from Tangalle city have a preference to consume freshwater fish. Therefore, development of freshwater
fishery production and marketing around Tangalle city is proposed. Establishment of freshwater fish breeding and
rearing center by NAQDA regional center in Ranna is suggested to cater the demand arising from fish farmers. CFC
retail outlets, supermarkets and private fish marketing shops in Tangalle are suggested as formal and potential retail
outlets for freshwater fish marketing.
