Investigating on the marketing of fishery products by prioritizing factors affecting fish consumers: A case study in Babolsar

Document Type : Original Article

Authors

1 Department of Fisheries, Islamic Azad University - Jouybar Branch, Jouybar, Iran.

2 Department of Fisheries, Institute of Higher Education Tajan, Ghaemshahr, Iran.

3 Department of Fisheries, Faculty of Natural Resources, University of Tehran, Karaj, Iran

Abstract

Study of affecting factors on the consumer’s behavior leads to the recognition of their behavior, which marketers can only supply a product that meets the needs of consumers and maximizes their satisfaction. In this study, factors affecting fish consumption in Babolsar were investigated. The data were collected through random interviews and randomly-survey in shopping centers, markets, and other parts of the city, according to the share of the three areas of the municipality, classified randomly. According to the population of 91679 households in Babolsar, 110 sample families were selected using Cochran formula. Data were collected on demographic characteristics and consumer purchasing behavior. The results showed that the most of respondents consumes fish between 10 and 20 kilos per year. Furthermore, with 95% confidence, it can be argued that effective factors affecting on the marketing of fish have been effective. The results showed that the fish freshness is the most important factors and difficulty of preparing of fresh fish in relation to fish fillets in the package is considered as the least important factor affecting the behavior of fish consumers.

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