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Drivers and Barriers to Online Fish Purchase in Kerala, India

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Title Drivers and Barriers to Online Fish Purchase in Kerala, India
Not Available
 
Creator Sajeev, M. V.
Joshy, C.G.
Rejula, K.
Sajesh, V.K.
Suresh, A.
Mohanty, A. K.
Ravishankar, C.N.
 
Subject Drivers
barriers
online fish purchase
Ernakulam
Kerala
 
Description Not Available
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.
Not Available
 
Date 2021-11-29T08:21:23Z
2021-11-29T08:21:23Z
2021-10
 
Type Research Paper
 
Identifier Sajeev, M. V., Joshy, C.G., Rejula, K., Sajesh, V.K., Suresh, A., Mohanty, A. K. and Ravishankar, C.N. (2021) Drivers and Barriers to Online Fish Purchase in Kerala, India. Fish. Techol. 58 (4): 246-256.
0015-3001
http://krishi.icar.gov.in/jspui/handle/123456789/67968
 
Language English
 
Relation Not Available;
 
Publisher Society of Fisheries Technologists (India)