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Factors Determining Consumer Preferences for Pangasius and Tilapia Fish in Bangladesh

MD. TAJ UDDIN
Department of Agricultural Economics, Bangladesh Agricultural University, Mymensingh, Bangladesh

MEHEDI HASAN RASEL
Institute of Agribusiness and Development Studies, Bangladesh Agricultural University, Mymensingh

AURUP RATAN DHAR
Department of Agricultural Economics, Bangladesh Agricultural University, Mymensingh, Bangladesh

BADIUZZAMAN
Department of Economics and Sociology, Patuakhali Science and Technology University, Bangladesh

MD. SAZEDUL HOQUE
Department of Fisheries Technology, Patuakhali Science and Technology University, Bangladesh

Abstract/ Executive Summary:

The study was conducted to identify the factors affecting consumer preferences for pangasius and tilapia fish in Bangladesh considering consumers’ fish consumption habit. A total of 150 respondents were interviewed following a random sampling techniques from three Upazilas of Mymensingh district. Data were analyzed with a combination of descriptive statistics and mathematical and statistical techniques. The majority of the consumers purchased pangasius and tilapia fish 1-5 times in a month. Consumers of medium-income level bought the highest amount of pangasius and tilapia fish in a month. The study revealed that consumers’ expenditure on pangasius and tilapia would be decreased by 6.1% with an increase in their income by 10%. Consumers preferred pangasius and tilapia fish mostly due to cheaper price than other fish, availability round the year and reasonable price (ranked as 1st, 2nd and 3rd, respectively). The freshness of fish, color of fish and family income; and price of fish, the freshness of fish and taste of fish had a significant effect on consumer preferences in purchasing pangasius and tilapia fish, respectively. The study recommends that proper authority should monitor fish farms and check the fish quality as well as control fish sales price in the market to enhance consumer preferences.

Keywords: Consumer preference, Pangasius, Tilapia

Location: Mymensingh Sadar, Fulbaria and Trishal Upazilas of Mymensingh district, Bangladesh

Start Date:

End Date:

Program Area: Animal Health and Management

Commodity: Pangus, Tilapia, Market analysis

Objectives:

The study on consumer preference of pangasius and tilapia fish would provide valuable information for pangasius and tilapia fish consumption in Bangladesh to take appropriate decisionss regarding the further increase in production of such fishes and expansion of their farm.

Methodology:

Study areas and data collection: The study was conducted at three Upazilas of Mymensingh district such as Mymensingh Sadar, Fulbaria and Trishal. A total of 150 respondents were interviewed following random sampling technique. A questionnaire survey was performed for collecting the primary data using a structured questionnaire. Secondary data sources like reports, publications, handouts, etc. relevant to this study were also examined. Analytical techniques: For analyzing the data, a combination of descriptive statistics (i.e., sum, averages, percentages, figure, etc.), and mathematical and statistical techniques were used to achieve the objectives and to get the meaningful result. Determination of expenditure: To measure the responsiveness of increase in respondents’ income on their expenditure for pangasius and tilapia fish consumption. Likert scale: To examine consumers’ preferences for pangasius and tilapia fish, a five point Likert scale technique was followed (Jannat and Uddin 2016) which is a psychometric response scale to obtain consumer preferences or degree of agreement with a set of statements where respondents were asked to indicate their level of agreement with a number of given statements by an ordinal scale (Bertram 2011). There were 9 statements against the 5 point scale. Each respondent was asked to indicate his/her perception of agreement or disagreement against each statement along a 5 point scale, i.e., ‘strongly agree’, ‘agree’, ‘neutral’, ‘disagree’ and ‘strongly disagree’. Weights assigned to these responses were 5, 4, 3, 2 and 1, respectively. Total weighted score of a statement was determined by summing up the weighted responses of the 5 point scale. Total weighted score of a statement was divided by the sample size (i.e., 150) to obtain a weighted average score. Thus, the possible range of total weighted score for each statement could be 0 to 750 and the possible range of weighted average score for a statement could range from 0 to 5. A Likert scale for each 9 selected statements was computed by using the following formula: Weighted average score = Total weighted score (5× SA+ 4×A+3 ×N+2×DA+1 ×SDA) ÷ Total number of respondents Where, SA= Total number of respondents expressing their preferences ‘strongly agree’ for the statement; A= Total number of respondents expressing their preferences ‘agree’ for the statement; N= Total number of respondents expressing their preferences ‘neutral’ for the statement; DA= Total number of respondents expressing their preferences ‘disagree’ for the statement; and SDA= Total number of respondents expressing their preferences ‘strongly disagree’ for the statement. Logit model: In order to investigate the extent of influence of the determinants on decision-making status or preference of consumers in purchasing pangasius and tilapia fish, logistic regression analysis (i.e., logit model) was used.

Source of Information: Bangladesh J. Fish. (2018) 30(2) : 241-251

Article Link (Online Journal):

Funding Source:

Budget:

Total Budget (Tk.) :

Achievement/Findings:

The study concludes that preference for pangasius and tilapia consumption is high in case of consumers belonging in the middle income groups. The study also exposes that pangasius and tilapia fish are preferred by the consumers mostly for cheaper price than other fish, availability round the year and reasonable price.

Knowledge Management: Journal