A Study on Consumers’ Behavior and Factors Influencing the Consumption of Fish in Selected Districts of North Karnataka, India

Fish and fishery products are one of the most significant sources to meet sufficient animal-based protein. Knowledge of preference for fish is important for producers, consumers, and traders at the microeconomic level and also for policymakers and planners at the macroeconomic level. The present study has made an attempt to analyze the consumers’ preference towards fish consumption in Dharwad and Belgaum districts of North Karnataka, India. Sixty fish consumers were selected randomly from wholesale-cum retail fish markets. Descriptive statistics and multiple linear regression analysis were employed to analyze socio-economic characteristics, consumers’ preferences, and factors influencing consumer behavior. The majority (65%) of the respondents belonged to the age group of 20 to 40 years. Most of the consumers (30%) visited the fish market occasionally and one-third (33%) of them purchased 0.5-1.0 kg/visit from the market. Two third (66%) of them preferred to buy fish in cut pieces and 68 per cent have emphasized freshness. It was observed that around 63 per cent of consumers were comfortable paying Rs. 100 to 200 per kg. Regression results revealed that age (0.168), family income (0.598), and family size (0.131) are positive and significantly influences which implies that a unit increase in age, family income, and family size will increase fish consumption by 0.16, 0.59 and 0.13 kgs, respectively. While price of fish is negative and significant impact on consumption behavior.