The Importance of Price in Poland’s Carp Market

Poland is one of Europe’s key carp producers. However, its main consumption (80–90% of sales) is concentrated during the Christmas period. In addition, the marginal sale of fish outside the core season does not allow producers to extend the period for generating revenues. Price is one of the essential factors for determining the behavior of both producers and consumers. In this context, our research addressed the role of price on Poland’s carp market, approaching it as a specific product due to its nature and Polish tradition. Moreover, an attempt was made to indicate the existing correlations between quality factors and the price of carp. The problem of price was examined primarily from the consumer’s perspective. Nevertheless, a simplified simulation of the effect of price on supply was also performed, especially with regard to the development of direct sales. The source material was obtained through a survey conducted among the consumers from Wroclaw, the main urban center of Lower Silesia, located a short distance from the largest complex of carp fishponds in Poland. The research results were statistically processed in the Statistica program. The findings, however, did not confirm that price was a factor in determining the purchasing behavior of consumers in Poland’s carp market. Non-price factors related to consumer tastes and preferences (seasonality of demand) played a much greater role. Therefore, the efforts aimed at restoring balance on the analyzed market should be focused on enhancing consumers’ perception of carp as a high-quality fish presenting health oriented qualities.