Evaluation of purchasing behaviour of canned-fish consumers (Case study: Tehran City, Iran)

Document Type : Research Paper

Authors

1 Seafood Processing Group, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran

2 . Fisheries and Aquatic Ecology Group, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran

10.22124/cjes.2024.8060

Abstract

Fish and its products play an important role in human health by containing an excellent source of major nutrients, especially proteins, vitamins and minerals. This study is designed to provide information for the fish canning industry to better attract more consumers for purchasing fish can. By completing a questionnaire from 300 households in 22 areas of Tehran, Iran the amount and behaviour of canned fish consumption were investigated. After analysing the descriptive and inferential results of nonparametric statistics, the hypotheses of the study were also tested. In this study, factors affecting the canned fish purchase were identified and main preferences were identified. Taste, odor, the health of cans, and standard badge exhibit the highest rates, however, the main priorities of canned fish purchase at this time have been the brand name, taste and odor, as well as the composition of contents in canned goods by consumers in Tehran. They are most interested in canned tuna in oil, then canned salmon and trout, however, they prefer now canned tuna in oil, canned tuna with Anethum and tuna salad. Among the commercial names of canned fish, Tohfe, Shilton and Oila were the first three priority brands. The majority of canned fish consumers in Tehran are considered fresh fish more superior to canned fish in terms of health and quality and are more concerned about canned fish than fresh ones. However, consumption of canned fish in Tehran are 8 cans per capita, while the consumption rate of fresh ones is about 2 kg per capita, which is very low, and needs to be taken into consideration. Therefore, the goal of producers should be focused on the taste and composition of canned fish as well as on the production and market of canned tuna in oil.
 

Keywords

References

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Caspian Journal of Environmental Sciences

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Available Online from 13 October 2024

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