Abstract:
The marketers should monitor current level of and forecast changes in consumer buying power in
their own markets because buying power directly affects the type and quantities of goods and
services that consumers purchase. This study was undertaken to assess the socio-economic
parameters, fish purchase pattern, buying power, and preference to sea fish diet, and thereby
analyze the marketing environment for fish in the Boralanda/Welimada area in Sri Lanka.
The majority of consumers are categorized under low-income group. The low-income obviously
limits the personal expenditure pattern on fish in this area. About 62 per cent of the consumers are
irregular fish buyers and make very less frequent fish purchases in the fish market. This situation
leads to lower consumer demand for fish. However, majority of the consumer stated higher
preference to fish. It was also found that the main socio-economic factors influencing the fish
purchase pattern are household income, family size, education level and consumer’s preference
to sea fish. Apart from that, fish availability and prices have mild/insignificant effect on purchase
pattern. Therefore, it is concluded that consumer income level, education level and family size
play a significant role in the consumer’s fish buying behaviour.
It is concluded that the buying behaviour of fish is not unique unlike buying behaviour of other
consumables. Nevertheless the socio-economic environment of the consumers is still doubtful for
the marketing of fish in the study area since these factors specially, income levels and education
levels limit the purchase of high priced fishes very often. However a segment of consumers with
higher income and educational and occupation pattern (Professional) could be targeted for a niche
market with high quality fish in study are. Creating consumer awareness on fish consumption
through education, establishing better fish stalls with modern cold storage facilities at fish market,
and ensuring the proper and regular supply of fish would create a favourable environment for fish
marketing in the area.