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J. Bangladesh Agri!. Univ. 2(2): 361-370, 2004 ISSN 1810-3030

Consumption pattern and consumer behaviour of fish in

Dhaka city
M. Salauddin Palash and S.A. Sabur
Department of Co-operation and Marketing, Bangladesh Agricultural University, Mymensingh

Abstract
The study was conducted to investigate the consumption level, income elasticities and buying behavior
of fish in Dhaka city. The required primary data were collected from 75 households during March 2004
in Dhaka city through purposive sampling method. Monthly per capita consumption of different types of
fishes increased with the increase of monthly income. The amount of fish consumption increased more
than two times from lower income group to higher income group except kechki (Corea soboma) and
mola (Amblapharyngodon mola). These types of fishes were more consumed by lower income group.
For this, monthly per capita expenditure percentage decreased with the increase of monthly income
except above types of fishes. Most of the fishes were found as a normaVluxury item. Shole (Channa
striatus), lati (Channa punctatus) and mola (Amblapharyngodon moia) were found as inferior fish items.
Fifty six percent of the households preferred to buy fish in the early morning, 32 percent in the late
morning, 13 percent in the evening, 11 percent in the afternoon and 5 percent at noon. The general law
of demand was applicable in the study area; that means when the price of fish rose or fell, consumers
reduced or increased the consumption of fish. Freshness and taste were found the most important
factor for purchasing fish. The households in the studied area for purchasing fish rarely considered the
factor cholesterol level. Illish (Hilsha illisha) was found highly preferable and shrimp was found
moderately preferable fish for both male and female groups.

Keywords: Consumption pattern, Consumer behaviour, Fish

Introduction

Fish deserves a very special consideration and place in human civilization from. time
immemorial. Fish and its preparation are excellent source of dietary essentials such as
protein, minerals and vitamins. Consuming good quality protein in the daily ration would keep
both the physical and mental health good. Fish also plays a vital role in employment and
foreign exchange earnings in this country. It is generally estimated that 1.2 million people
directly and about 12 million people indirectly i.e. about 10 percent people of the country
directly or indirectly depend on fisheries sub sector for their livelihood (DOF, 1997).
Bangladesh earns 197.81 billion taka of foreign exchange by exporting fish, which is 6.28% of
total export earning (BBS, 2001). Total fish production in 1999-2000 was 1.662 million metric
tons (MT) in which 1.328 million metric tons came from inland water bodies and .334 million
metric tons from marine fisheries (BBS, 2001). During present decade fish production rose by
an average of 10 percent per annum (Sarker, 1999, p.1).

Information regarding consumer behaviour and the factors that influence it would be helpful to
the government to adopt appropriate policy in situation of price and income change. This will
also assist government to estimate the requirement of fish in the coming year. On that basis
export and import policy may be forniulated. Unfortunately in Bangladesh very few studies
302 Consumption pattern and consumer behaviour of fish in Dhaka city

are conducted on consumer behaviour for particular products. This study is the modest in its
scope because it considers various aspects of fish consumption. Besides, the information
'generated by this study will add to the existing stock of information generated by other
studies (Raha 1994, Gheyals 2002, Delgado et aL 1997) in the area of consumption pattern
and behaviour. Raha (1994) studied the consumption pattern of fish and other animal
products in a selected area of Mymensingh district. He found that fish along with other animal
products were preferred food items for many people in this country. Gheyas (2002) studied
the consumer behaviour of households of Mymensingh Sadar Upazila in and around
Bangladesh Agricultural University. She found that per capita expenditure on fish increased
with the rise of income and income elasticities were greater than unity for middle income
groups indicating that fish was a luxury commodity to them. She also found sing, magur, rui,
catla, illash, mola and dhela were highly preferred by all households. Delgado et aL (1997)
carried out a study to determine the future demand for fish in the sub-Saharan region. Fish
accounted for approximately 10% animal protein consumed. It was prominent in the diet of
the poor since cure and smoked fish was a cheaper source of protein than meat or eggs.
Present study was undertaken with an overall objective of analyzing the patterns and
behaviour in fish consumption among households with different income levels.

Materials and Methods

Although consumers of fish are spread all over the country, due to the limitations of time and
resources, the present study was conducted among the households of Demra Thana under
Dhaka city. The data were collected through pre-tested, closed and structured questionnaire
from literate respondents and through interview schedules from the illiterate ones in order to
collect desired data.

A purposive sampling method was used for this study. The respondents were selected on the
basis of monthly income from the entire study areas. Seventy-five households included in this
study covered five income groups having per household income of less than Tk. 5000 (group
I), above Tk 5000 but less than Tk. 10000 (group II), above Tk 10000 but less than Tk. 15000
(group III), above Tk. 15000 but less than Tk. 20000 (group IV) and above Tk 20000 (group
V). Average and percentages were used to study the expenditure pattern and consumer
behaviour for fish. Data were collected from 75 households during March 2004 in Dhaka city
through purposive sampling method. Respondents were distributed among the income
groups such as 20 from group I, 20 from group II, 15 from group III, 10 from group IV and 10
from group V. For estimating income elasticities the Linear Regression Model was used. To
estimate income elasticities following formula was used.

Income elasticity = b.-1-c-

where,
= Regrenian co-efficient for x1'
= Mean monthly per capita income
= Mean monthly per capita fish consumption
Salauddin Palash and Sabur 363

Result and Discussion

Consumption level of and expenditure on different types of fishes
Monthly average per capita consumption and expenditure on fish as a percentage of income
according to income groups are presented in Table 1.

Table 1. Monthly average per capita consumption of fishes by the respondents by

income groups(gm/month)
Types of fish . Scientific name Average quantity All households
Income groups
I II III IV V
Illish Hilsha illisha 218.18 347.03 264.94 302.47 604.94 336.83
_ (3.21) (2.32) (1.51) (1.36) (1.68) (2.18)
Rui,Catla Labeo rohita, Catla 156.93 405.01 766.23 945.77 650.79 571.43
. catla , (0.80) (1.26) (2.02) (1.94) (0.91) (1.33)
Chita! Notoptarus chitala 0.00 34.77 0.00 54.84 56.98 26.47
(0.00) (0.09) (0.00) (0.3) (0.06) (0.07)
Boal,Pangus Wallago auttu, 193.72 113.50 164.19 97.88 296.29 169.75
Pangasius pangasius (1.23) (0.33) 4 (0.45) (0.27) (0.48) (0.61)
Carpio, Silver Carp Cyprinus carpio 37.88 54.79 64.94 34.19 168.09 69.21
(0.82) (0.25) (0.55) (0.49) . (0.22) (0.49)
Tilapia Oreocromis 109.31 150.69 246.75 357.14 157.41 200.62
mossambicus .(0.56) (0.40) (0.66) (0.70) (0.20) (0.51)
Shole, Lati Channa striatus, 150.62 174.86 131.39 37.04 99.13 124.00
Channa punctatus (1.23) (0.72) (0.44) (0.09) (0.18) (0.64)
Sharputi, Puti Puntias 53.03 155.58 194.81 60.85 185.19 • 133.16 -
gonionotus,Puntius (1.25) (0.52) (0.52) (0.13) . (0.24) (0.62)
sorana . ,
Sing, Magur Heteropneustes 45.45 113.69 97.40 138.89 120.37 101.23 .
fan/is, Clarias (0.3) (0.53) (0.33) (0.43) (0.24) (0.38) •
batrachus
Tengra Mystus vittatus . 35.98 75.34 108.27 74.07 125.00 81.79 -
(0.26) (0.26) (0.30) (0.17) (0.21) (0.25) .
Koi Anabas testudineus 57.02 140.95 123.72 67.79 121.83 104.37 _
- (0.48) (0.56) (0.40) (0.19) (0.23) (0.41)
Kechki Corea soboma 210.6 176.71 167.53 138.89 129.63 167.28
(1.02) (0.4) (0.32) (0.20) (0.1) (0.48)
Mola Amblapharyngodon .164.14 . 136.99 170.99 84.88 92.69 134.52
mola (0.94) (0.38) - (0.38) (0.14) (0.12) (0.46)
Shrimp Macrobrachium 84.59 168.95 150.43 273.15 268.52 181.33'
. rosenbergii , (1.01) (0.87) 4 (0.64) (0.97) (0.59) (0.84)
Dried fish 23.11 56.85 49.03 45.37 50.93 45.22
- • (0.45) (0.49) (0.43) (0.27) (0.21) (0.40)
Salted Illish 0.00 0.00 12.99 2.78 0.00 3.55
(0.00) (0.00) (0.08) (0.02) . (0.00) (0.02)
All fishes 1527 2296.33 2704.58 2708.33. 3122.1 2441.07
• (13.56) (9.38) (9.03) 06 (5.69) - (9.69)
(7.67)
Figures within parentheses indicate per capita expenditure on fish as a percentage of income according to income
groups
364 Consumption pattern and consumer behaviour of fish in Dhaka city

The illish is our national fish. So all people of this country have a soft corner towards this fish.
They try to consume this type of fish according to their ability. Average monthly per capita
consumption of illish for all households were estimated at 336.83 gm and its expenditure was
2.18 percent of income. The consumption of illish by higher income group was larger
compared to that of lower income groups and the percentage of total income spent on this
gradually declined as income increased. Rui and catla are the renowned and the fast growing
fishes of Bangladesh. Overall per capita consumption of rui and catla was estimated jointly at
571.83 gm and expenditure at 1.33 percent of income. Except income group V, the
consumption of rui and catla increased and corresponding expenditure percentage
decreased with the rise in income. Chital fish was not available in the study areas. So per
capita average monthly, consumption and corresponding expenditure of this fish was
negligible. Boal and pangus are common cat fishes of Bangladesh but many people in the
study area disliked them. So there was no consequence in the result. Overall per capita
monthly consumption was found to be 169.75 gm and expenditure was 0.61 percent of
income. The price of pangus fish was relatively low. So it was preferable to the lower income
group. Carpio and silver carp are the strains of common carp. The main feature of carp is
rapid growth. These were not preferable to the people of the study area. So, per capita
consumption of carp fish was 69.21 gm and corresponding expenditure was 0.49 percent of
the income. The per capita consumption of tilapia by the households was estimated at 200.62
gm and the corresponding expenditure 0.51 percent of the income. The overall per capita
quantity consumed and percentage of expenditure of shole and lati were 124.00 gm and 0.64
percent respectively. Sarputi and puti are the most charming of diminutive fishes and the
smallest Bangladeshi barbs: The monthly per capita consumption of sharputi and puti justify
by the households was estimated at 133.10 gm and the corresponding expenditure was 0.62
percent of income. The monthly per capita consumption by all households for sing and
magur was estimated at 101.23 gm and the corresponding expenditure in terms of percent of
income was 0.38. No sequential order existed in consumption and expenditure pattern of this
fish. Tengra is one of the most common small sized catfishes caught in large quantities from
ponds, river etc. in our country. The overall per capita consumption of tengra was estimate at
81.79 gm and expenditure percentage was 0.25 percent of income. Koi is a very hardy fish
and regarded as a highly esteemed fish for its fine flavour. The per capita montly
consumption of koi by all households was 104.37 gm and the corresponding expenditure was
0.41 percent of income. The per capita consumption of kechki by all households was
estimated at 167.28 gm and the correspanding expenditure was 0.48 percent of income.
Group wise consumption and expenditure of kechki between and among the groups
registered a progressive decreased. The per capita monthly consumption of mola for all
households was estimated at 134.52 gm and expenditure percentage was 0.46 percent of
income. Fresh water shrimp was the most favourable fish to all households in the study
areas. Per capita consumption of shrimp for all households was estimated at 181.33 gm. That
means consumers spent 0.48% of income on shrimp. The per capita consumption of shrimp
increased and corresponding expenditure percentage decreased with the increase of income
in the study area. Dried fish was not favourable for all in study area. Salted illish is one kind of
processed form of illish. Per capita consumption rate of salted illish was only 3.55 gm and
expenditure percentage was 0.02 percent of income. This implied that few people consumed
it.
 Salauddin Palash and Sabur 365

Per capita consumption of all fishes by all households was estimated at 2450.76 gm i.e.
nearly 2.4 kg per month. The groupwise consumption increased in ascending order and
expenditure percentage decreased in ascending order for all fishes in the study area. It
implied that income has strong effect on fish consumption and when monthly per capita
income increases, the proportional expenditure on fishes decreases.

Income elasticities

Income elasticities of demand for various types of fishes with different income groups of
household included in this survey have been presented in Table 2.
'Table 2. Income elasticities of demand for fishes according to the income groups
Types of fishes Income groups All households
I II III IV , v
Illish 0.72*** 1.30*** 195*** 0.14 0.12 .71***
(5.82) (3.62) (4.76) (0.13) (0.11) (4.28) ,
Rui,Catla 0.44 0.21 -0.17 0.56 -1.98 0.09
(1.04) (0.30) (0.29) (0.60) (1.87) (0.46)
Chital . 0.00 1.54 0.00 -1.42 2.7 1.75**
, , (0.70) (0.40) , (0.67) (2.10)
Boal,Pangus 1.88*** -0.25 2.86* -1.98 -1.13 0.79**
(5.03) (0.16) (1.74) (0.84) (0.75) , (2.11)
Carpio, Silver Carp, -0.20 0.43 -1.70 6.11 0.08 0.63
, (0.22) (0.24) (0.65) (1.49) (0.06) (1.29)
Tilapia 0.85 2.39* 3.37*** 1.22 0.23 0.33
(1.47) (1.93) (5.22) (0.65) (0.18) (1.01)
_
Shole, Lati -0.05 0.60 3.62*** 6.11 -3.26 -0.33
90.13) (0.74) (4.44) (1.49) (1.73) (0.94)
Sharputi, Puti 0.27 1.10 2.18* -1.93 -0.96 0.25
(0.36) (1.07) (2.08) (1.28) (0.95) (0.74)
_
Sing, Magur 0.84 -0.81 -0.25 -1.77 -0,12 0.08
, (0.96) (0.77) (0.20) (0.95) - (0.11) (0.23)
Tengra -0.48 0.31 0.001 -1.72 - -1.27 0.51
(0.45) ',(0.29) (0.001) (0.66) (0.75) (1.28)
_
Koi 1.26** -0.46 0.14 0.64 -1.08 0.27
(2.27) (0.48) (0.14) (0.45) (1.44) (0.82) ,
Kechki 1.22*** 1.26** 1.12* -1.62 0.87 0.22
(6.69) (2.31) (2.15) (0.99) (0.77) (1.02) .
Mola 1.03*** -0.02 0.86 -2.51 -0.75 -0.07
(7.97) , (0.04) (1.01) _ (1.38) (0.38) (0.32) ,
Shrimp 1.00*** 2.03*** 0.15 1.82* -0.10 076***
(5.03) (3.37) (0.32) (2.07) (0.05 (2.98)
Dried fish 1.27*** 0.22 -0.89 -.34 0.32 0.48
(3.25) (0.21) (1.04) (0.71) , (0.16) (1.58)
Note: Figures within parentheses are t-values
*Significant at 10% level
- Significant at 5% level
***Significant at 1% level
366 Consumption pattern and consumer behaviour of fish in Dhaka city

Illish was found to be a superior/luxury item for income groups ll and III having significant
elasticity of 1.30 and 1.95 respectively. For groups I the elasticity was positive but less than 1
making it a necessity. Rui and catla have been found to be statistically non-significant
elasticities of all the income groups and for overall households. It implies that within the
income groups and all households, expenditure on rui and catla did not increase significantly
due to increase in income. Except for overall households, the elasticity values of chital for
individual income groups were found to be statistically non- significant. For all households
chital becomes a luxury item as its income elasticity is positive and greater than one. Boal
and pangus were found to be a superior/luxury items for income groups I and III but for all
households it was necessity food. Carpio and silver carp had no significant elasticity for all
income groups and also for all households although its elasticities were positive. For income
groups I to V and all households rui and catla fish expenditure did not increase significantly
due to increase in income. For the second and third group tilapia becomes a superior/luxury
fish item. That means percentage change and quantity demanded were more than
percentage change in those groups' per capita monthly income. Except for income group III,
the elasticity values for shole, lati, shanputi and puti for other income groups and for overall
households were statistically non-significant. However for income group III these fishes
become superior/luxury items. Sing and magur had no significant elasticities for all income
groups and for all households. This implies that within a group income has no impact on
consumption of sing and magur. Tengra has been found to be statistically non-significant
elasticities for all income groups and for all households. No income effect has been found in
this study on the expenditure of tengra fish. Except for income group I, the elasticity values
for koi, mola, and dried fish for all income groups and for all households were statistically
non-significant. For income groups I the values were positive and greater than one meaning
that these were luxury /superior food to them. Fresh water shrimp was found to be a
superior/luxury item for groups I, II and IV. For all households the elasticity for shrimp was
significantly positive but less than 1 making. it a necessity item. The income elasticity of
kechki was positive and significant for income groups I, ll and III. In fact for these groups
kechki fish is a superior/luxury item.

Consumer behaviour towards fish is some aspects

Time of purchase

Time is an important factor for buying fish. Fish is a perishable product and in Bangladesh
there is no proper facility to keep it fresh in the market area. For that reason, the highest
number of respondents did their shopping in the early morning and the second highest in the
late morning; this proves that they are conscious about. the perishability of fish. The results
have been presented in Table 3.

Households perception about price change

Rise or fall of fish price affects the consumer behaviour in a variety of ways. It might have
negative or positive influence on the purchase of fish because price has different perceptions
for different consumers. If fish price rose, more than one half of the respondents increased
consumption of meat by reducing consumption of fish. On the other hand if price of fish fell
then most of the respondents increased the consumption of fish. Results are shown in
Table 4._
 Salauddin Palash and Sabur 367

Table 3. Purchasing time of fish

Buying time Income basis All respondent
. I II III IV V

Early 10 10 10 6 6 42
morning 50.00 50.00 66.67 60.00 60.00 (56.00)
Late 7 5 4 4 4 24
morning 35.00 25.00 26.67 40.00 40.00 (32.00)
Noon 3 1 o 0 , 0 4
15.00 5.00 0.00 0.00 0.00 (5.33) _
After noon 1 3 1 0 3 8
5.00 15.00 6.67 0.00 30.00 (10.67)
Evening 1 6 o 1 2 10
5.00 a 30.00 0.00 10.00 20.00 (13.33)
Values in italic represent percentages of groups total
Values in parentheses represent percentages of total respondents

Table 4. Change in fish consumption in response to variation in fish price

Income group If price of fish rises then would If price of fish falls then would
they reduce the consumption of they increase the consumption
fish of fish
Yes No Yes No
I 11 9 12 8
(55.00) (45.00) (60.00) (40.00)
II 14 6 14 ' 6
(70.00) (30.00) (70.00) (30.00)
III 11 4 10 5
(73.33) (26.67) (66.67) (33.33) ,
IV 0 10 7 3
(0.00) (100.00) (70.00) . (30.00) _
V 6 4 6 4
.. (60.00) (40.00) (§2.00) (40.00)
Total respondent 42 33 49 26 ,
56.00 44.00 65.33 34.67
Figures in the parentheses are percentages of total respondents

Factors influencing consumers decision to purchase fish

The factors that influenced respondents' purchasing of fish were analyzed with respect to
income groups. They were asked to rank the factors according to their importance. Nutrition
value of the fish was ranked V as a factor influencing the purchase of fish by majority (28%)
of the respondents by income basis. Taste perception of fish. is certainly an important factor
and varies from person to person. The fishes that are considered more tasteful are in greater
demand in the market than those that are considered less tasteful. Thus taste perception was
received ranking .1 by majority (28%) of the respondents. Price has been relegated to rank ll
(37%) in both classes. Lack of economic solvency of the income group I, they were ranked I
(60%)this factor while they go to market for purchasing fish. Size is another factor that to be
 368 Consumption pattern and consumer behaviour of fish in Dhaka city

considered when buying fish. Hence the respondents seemed to be quite divided in their
opinion about the influence of size-In case of all respondents majority (28%) of consumers
ranked IV for size of fishes. However, income groups, I and III seemed to give higher ranking
to size. Appearance of the fish, as a factor influencing purchasing for fish, was given the
ranking V (29%). Obviously fish fat is not harmful for human health and for this its considered
less important in most groups of the respondents. The cholesterol factor was ranked IX
by
64% of consumers. Freshness of the fish was ranked I (37%) as a factor influencing the
purchase of fish by most groups of the respondents. This is understandable since stale fishes
not only less its taste and flavor but also is unacceptable from nutritional standpoint. Fat
content was ranked VIII by most of the respondents (64%). Fishes that are highly bony may
not be acceptable to households where there are children. In terms of overall, it received the
rank VII by over one-half of the respondents. However, group V gave rank IX by 50% of the
respondents (Table-5).

Table 5. Effect of factors on household decision to buy fish

Factors Income groups All households
I II III IV V
Nutrition value VI V IV VI V V
7(35.00) 6(30.00) 4(26.67) 5(50.00) 3(30.00) 20(28.00)
Taste IV I I , Ill I I
5(25.00) 7(35.00) 5(33.33) 4(40.00) 4(40.00) 21 (28.00)
Price • I II II II II II
12(60.00) 8(40.00) 7(46.67) 4(40.00) 5(50.00) 28(37.33)
Size II IV III IV IV III
7(35.00) 8(40.00) 5(33.33) _ 3(30.00) _ 4(40.00) 17(28.00) •
Appearance v v v v v .V
5(25.00) 6(30.00) 6(40.00) 2(20.00) 3(4.00) 22(29.33)
Cholesterol level IX IX IX IX IX IX
15(75.00) 10(50.00) 12(80.00) 6(60.00) 5(50.00) 48(64.00)
Freshness . III I I I I I
25(25.00) 8(40.00) _ 6(40.00) 5(50.00) 5(50.00) 28(37.33)
Fatty contents VIII VIII VIII VIII VIII VIII
16(80.00) 12(60.00) 10(66.67) 5(50.00) _ 5(50.00) 40(64.00)
Fewer bones VII VII VII VII IX VII
14(70.00) 10(50.00) . 10(66.67) 4(40.00) 5(50.00) 39(52.00) .
values within parentheses represent percentages of total respondents
Values italics represent the real number of respondents
Roman numbers represent the rank of importance

Species preference on the basis of sex group

Preference is a mental state and has no relation with consumption. Preference is influenced
more by internal rather than external factors. Preference level was measured for only those
fishes that were consumed by the individual households in the study area. An individual
household does not consume all species of fish. Moreover, children below the age four were
excluded from this part of the study. The preference level has been divided into four parts
namely; highly preferred, moderately preferred, not like much and dislike.
Salauddin Palash and Sabur 369

Male

Table 6 illustrates the preferences of the respondents for different species in the study area.
There were 160 male persons who expressed their highly preference to only six species,
namely, illish (71%) koi, (18%), kechki (35%), shrimp (48%), and dried fish (29%). The male
groups expressed their moderate preference towards most of the fish species, namely, rui,
catla (42%) mola (35%) slole, lati (28%) sharputi, puti (28%) carpio, silver carp (23%) tilapia
(23%) boal, pangus (19%) tengra (18%) and sing, magur (16%). Hence chital and salted illish
are rarely consumed by the respondents. A large number of male consumers disliked boal,
pungus, mola and dried fish. Among the fishes some species were not available in the
market. For that reason the consumer could not consume sometimes, although they had
preference to those species.

Table 6. Relative preference level of fishes to male and female consumers

Types of fish Preference of groups of members by sex
Highly preferred Moderately preferred Not like much Dislike
Male , Female Male Female Male Female Male Female
Illish 113 106 - 22 ' 25 4 1 1 4
70.63 , 63.34 13.75 15.24 2.5 0.61 0.63 2.44
Rui,Catla 33 23 67 72 17 20 2 1
20.63 14.02 41.88 43.90 10.63 12.11 1.25 0.61
Chita! 1 1 2 3 2 3 0 0 .
0.63 0.61 1.25 1.83 1.25 1.83 0.00 0.00
Boal,Pangus 22 9 31 39 10 11 7 8 -
13.75 5.49 19.38 23.78 6.25 6.71 4.38 4.88 i
Carpio, Silver 2 4 36 33 28 25 11 10
Carp 1.25 2.44 22.5 20.12 17.5 15.24 6.88 6.1
Tilapia 29 25 37 36 -11 12 1 4
18.13 15.24 23.13 21.95 6.88 7.32 0.63 2.44
Shole, Lati 12 12 45 36 9 10 1 4
i 7.5 7.32 28.13 21.95 , 5.63 6.1 0.63 2.44
Sharputi, Puti 21 18 45 52 10 15 5 -3 .
13.13 10.98 28.13 31.71 6.25 _ 9.45 3.13 1.83
Sing, Magur 24 21 25 24 6 8 2 7
15.00 12.80 15.63 14.63 3.75 4.88 1.25 4.27
Tengra • 8 8 29 32 19 15 2 4
5.00 4.88 18.13 19.51 11.88 _ 9.15 1.25 2.44
Koi 28 26 24 30 8 . 11 8 5
17.5 15.85 15.00 18.29 5.00 6.71 5.00 3.05

Kechki 56 49 54 54 12 14 8 di 8'
35.00 29.93 33.75 32.93 7.5 8.54 5.00 4.88 ,
Mola 19 14 56 52 8 12 9 11
11.808 8.54 35 31.71 5.00 7.32 , 5.63 6.71
Shrimp 77 64 32 38 7 9 4 3
48.13 39.02 20.00 23.17 4.38 5.49 2.5 1.83
Dried fish 47 43 35 39 17 18 13 15
29.38 26.22 21.88 23.78 10.63 10.98 8.13 9.15
Salted Illish 3 2 1 3 1 4 0 0
1.88 1.22 0.63 1.83 0.63 2.44 0.00 0.00
Decimal values in italic represent percentages of group totals
 370 Consumption pattern and consumer behaviour of fish in Dhaka city

Female

Table 6 illustrates the preferences of the female person for different species. There were 164
female consumers who expressed high level of preference towards only three species
whereas male preferred six species. Those were, illish (64%); shrimp (39%) and dried fish
(26%). Moderately preference existed towards most of the fish species such as rui, catla
(44%) kechki (33%) sharputi, puti (32%) mola (32%) boal, pungus (24%) tilapia (22%)shole,
lati (22%) carpio, silver carp (20%)tenga (20%) koi (18%) and sing, magur (15%). Chital and
salted illish were not much liked by the female. A few female consumers disliked dried fish,
mola, carpio and silver carp. Among all species majority of female persons preferred illish
highly and preferred rui and catla moderately.

Conclusions and Recommendations

Although per capita expenditure on fish increased with the rise of income, but it was reverse
in the case of percentage of income spent on fish. Most of the fish items were either luxury or
normal goods. Early morning was the preferable time for purchasing fish. The results support
the law of demand i.e. when price rises consumers reduce their consumption of fish and vice
versa. The factors like freshness and taste of fish were considered most important when
households purchased fish from the market. Both male and female members of the
households showed the same highest preference for illish. In marketing concept "Consumer
is the king". To keep in mind this concept, some recommendations for the marketers and
researchers can be made as follows:
• Storage facilities in the market should be improved to retain the quality of fish and
meat.
• Packaging and grading service should be adopted for providing fish and meat with
desired attributes to quality conscious consumers.
• Adulteration of fish and meat should be strictly controlled in the markets.
• Intensive research on consumer demand should be conducted not only on fish and
meat but also for other food and non-food goods.

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