Market Outlet Preference and Consumer Behavior for Fish and Fish Products in the Federal Capital Territory, and Niger State, Nigeria

Abstract

This study was carried out to acertain market outlet preference and consumer behavior for fish and fish products in the Federal Capital Territory (FCT) and Niger State, Nigeria. The study used both primary and secondary data. A Multistage sampling technique was used in selecting a total of 140 respondents. Descriptive and inferential statistics were used for data analysis. The objectives of the study were to describe the socio-economic characteristics of the respondents, ascertain consumer preference for fish market outlets, consumer behavior for fish and fish products, determine factors affecting consumers’ decision to purchase fish and three market outlets identified from the study were organized retail, local markets and open vendors. Results showed that 54.3% and 72.9% of the respondents in the FCT and Niger State respectively, preferred to purchase fish and fish products from local markets. Product quality, nutritional value and price of product were the most important factors that guided consumers’ purchase behavior. Regression result showed that quality of fish and distance to outlets affected consumers’ decision to purchase fish at organized retail outlets and were statistically significant at 10%. Income, price of fish and health reasons were significant at 5%. The study concluded that the government and private sectors should address quality, nutritional value and price of fish when setting up market outlets. Retailers and processors should be encouraged through government interventions to improve techniques of fish processing, packaging, branding and preservation such that the quality and health benefits of fish and fish products are not altered.