Consumers' willingness to pay more for preferred fish (Labeo rohita) in Manipur.

Abstract

The most preferred fish of Manipur is Labeo rohita (rohu). Study was conducted to find out whether the consumers are willing to pay more for the most preferred fish from 171 households using pre-structure interview scheduled. The objectives of the study were to find out the more amount consumers are willing to pay above the market price and the factors affecting willingness to pay more. The study reveals that consumers are willing to pay more for the preferred fish up to INR 250/kg when the average market price is INR 198/kg. The factors affecting willingness to pay more are taste, nutritive value, family tradition, and proximity. Tastes and preferences were the most preferred factors for buying Labeo rohita (60 %) followed by a nutritive value (16.67%). Out of the four factors taste and the nutritive value was found statistically significant. Therefore regression analysis has been carried out for these two variables using Tobit model.