Agricultural Economics Research Review

Fish consumption and aquaculture plays an important role for food and nutrition security by providing food and income. The article explores the most preferred fish among consumers in Manipur and their willingness to pay (WTP) a higher price for it has been studied by using multivariate tobit model. The study has also identified the factors affecting WTP of consumers. The primary data for study were collected from 180 fish consumers by using pre-tested interview schedule. The survey has revealed that the most preferred fish species in Manipur was Labeo rohita, followed by exotic carps. The average WTP price for L. rohita was found to be 198/kg and the highest WTP price was found as 250/kg. The taste and nutritive value of L. rohita were the factors responsible for buying this fish. The preference for L. rohita and consumers WTP more price for it would help to serve the consumers better and also to provide more income to producers. Among demographic variables, family income and family size were found significant for WTP a higher price for preferred fish. The extent of fluctuations in fish prices could be able to maintain insulation to consumers as well as to retailers/wholesalers. The study on WTP more for fish has immense utility channelizing the market and its product.