Comparative Analysis of Consumer Behaviour between Traditional Fish Markets and Modern Retail Outlets in Kolkata, West Bengal
Comparative Analysis of Consumer Behaviour between Traditional Fish Markets and Modern Retail Outlets in Kolkata, West Bengal
Date
2020
Authors
Bhutia, Tenji Pem
Yadav, Vinod Kumar
Qureshi, Neha Wajahat
Kumar, Nalini Ranjan
Ojha, Shekhar Nath
Journal Title
Journal ISSN
Volume Title
Publisher
Society of Fisheries Technologists (India)
Abstract
The present study was conducted in Kolkata, to
examine if there is any difference in consumer
behavior from traditional fish markets to modern fish
markets. The survey included 300 households, 150
each from the traditional fish markets and modern
retail outlets. The perception study showed that 49,
70 and 61% of the respondents perceived quality,
variety and price of fish as good, plenty and reasonable,
respectively in traditional fish markets, while
67, 53 and 49% of the consumers perceived quality,
variety and price as average, very few and very high
respectively in modern retail markets. Perception
index score revealed that 82.67% had perceived
traditional market as good (>0.66) in the context of
quality, variety and price, while modern retail outlets
are perceived poor, (<0.33) by 62% of consumers. The
regression adjustment model revealed that anticipated
expenditure of consumer on fish and fish
products was Rs. 980 more in modern retail outlets
than the traditional fish markets. To enhance the
efficiency and enhance consumer’s satisfaction, modern
retailers should increase the variety of fishes
while traditional markets need to improve hygiene.
Description
Keywords
Consumer perception, Traditional and modern fish market, consumer’s behaviour