Consumer Behaviour towards Low Value Fish Products — An Economic Analysis

Considering the importance of consumers preference in the market, the present study has elicited the consumers acceptance of value-added fishery products such as myctophids. The myctophids are nutritionally important source of food, especially for the low-income households. The study is based on both primary and secondary data. The primary data were collected from 70 respondents in the Mangalore city by conducting a survey during February-March 2010. The secondary data were collected from various published sources and websites. The conjoint analysis was carried out to fund the consumers evaluation of myctophid fishes. The analysis has revealed that the preferences of consumers were highly heterogeneous, but it was possible to identify the segments with distinct preferences for particular fish attributes. The price of the fish has been found to be the most important attribute that explained consumers preference, followed by fat content, texture and size of the fish.