Abstract:
Consumer satisfaction on fresh fish distribution channels is very low because fresh fish
retailers not much concern about consumer perception on their business. Main reasons are
most of fish retailers do not have knowledge and ability to do research about the consumer
perception on their products. We tried to fill this knowledge gap through studying
consumers' perception on different fish distribution channels of Southern Province by
identifying demographic characters and fish buying behavior of fish buyers and measuring
consumer perception under pre determined ten distribution channels evaluation criteria.
Stratified questionnaire was distributed among 240 consumers who were selected by using
stratified purposive sampling technique. These consumers were selected from Mobile
venders, general fish outlets, Ceylon fisheries corporation fish outlets and supermarkets
of southern province. Non parametric statistic tools were used to analyze the data.
Majority of consumers (52%) buy 250g of fish per day where as 65% consume fish only
4 days per week. However, 54% consumers reduce daily fish consumption in last than
five years due to price increment of the fish. Fifty two percent customers are loyal to one
retailer. Freshness of the fish, low price and easiness of access to retailer were the main
criteria used by consumer when selecting fish distribution channels to buy fish. The
consumer perceived, mobile vendors are the easiest way to buy fish under lowest price.
General fish distribution channels, mobile venders and Ceylon fisheries corporation fish
outlets were displayed fish in dissatisfaction level. Finally this research was concluded
that overall satisfactory level for all fish distribution channels approximately equal. Each
channel has their own characters which can consumer satisfy and dissatisfy but there was
no any retail type competent enough to satisfied consumer under ten evaluation criteria.
