Consumer Behavior Towards Freshwater Fish Consumption: A Case Study in Tangalle, Sri Lanka

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.