Drivers and Barriers to Online Fish Purchase in Kerala, India

Abstract

Kerala is a predominantly high fish consuming state of India where most fish is still sold through traditional markets, road side stalls and door to door vendors. Reports of unhygienic markets and adulteration in fish have created an increased consciousness about safety and quality standards among consumers leading to emergence of online fish marketing in urban Kerala. The present study attempts to capture the trends in online fish purchase in Ernakulam, Kerala and tries to delineate the contribution of 16 major drivers and barriers affecting online fish purchase among a sample of 97 urban consumers. Conjoint analysis revealed that the factors like ‘place of origin of fish’, ‘24x7 accessibility’ and ‘sensory perception’ were the most contributing drivers while ‘price of fish’ and ‘availability of favourite fish’ were the most important barriers to online fish purchase in urban Kerala. Online fish retailing is found to establish itself slowly yet steadily in urban Kerala with focus on providing local catch, round the clock access, enhanced sensory and convenience perception for consumers rather than offering price advantage unlike in other e-commerce.