Fish Market, Consumption and Consumer Behavior

This article describes how fish is a primary source of nutrition and fisheries are a primary source of income. The health benefits for people eating fish are: reduction of risk of heart attack, lower blood pressure, reduction of risk of cancer, balancing dietary cholesterol and other health benefits. In addition to health, recreational fishing activity are contributing to a healthier population, where millions of people are finding pleasure but also sporting the fishing industry. Trend growth is expected in the future, even in developed countries. Factors which affect fish consumption are: culture and tradition, market, e.g. economic conditions, price, and income; personal factors e.g. taste, smell, bones, habit, awareness of health impact, ignorance of preparation; knowledge of these factors, views, preferences regarding fish. Kosovo has around 1,8 million inhabitants, with a fish consumption per capita of 0,8 kg of fish per year. This article will examine consumer behavior at Kosovo fish markets, based on data collected from the field research.