Consumer Preference of Fish and Fish Products in Peri- Urban Households of Bhubaneswar Odisha

Abstract

Fish consumption surveys constitute an important information input for public policies on marketing, public health and product development. This paper examines the consumer preference for the value added fish products by conducting a survey of 150 consumers in the peri-urban areas of Bhubaneswar during the year 2018-19. All the consumers were aware about one or other parameters to assess the freshness of fish. Almost half of the consumers (46.67%) were aware that fish is a good source of quality protein, and 30% were of the opinion that fish is rich in omega 3 fatty acids and is good for neonatal brain development. About 10% of them consumed fresh fish every day. About 40% of the consumers responded that they consume value added fish products, dry fish, once in a month. About 7% of the consumers responded that they never consume dry fish as hygienically produced dry fish is not available in the market. All the consumers were interested in consuming one or other forms of value added products from fish, almost half of them (50%) preferring fish cutlet. Price, taste and health factor were perceived as the most important attributes of value added fish products. The consumers though willing to purchase value added fish products, were not ready to accept the prevailing market rates of these products in states outside Odisha. Strategies like promoting fish value added products will provide the much needed alternative livelihood options especially for fisherwomen.