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Abstract
Indian consumers have been buying fish from the unhygienic fish markets, but of late fish has become
available at many of the multi-format retail outlets. Consumers’ behaviour at organized fish retail outlets in
Mumbai has been studied. The majority of consumers are young (25-35 years) and belong to upper middle
class. Fresh fish is the preferred choice and about 60 per cent consumers have emphasized on freshness
rather than price of fish. About 97 per cent consumers have recently shifted to organized retail outlets from
local markets for purchasing fish. The majority of consumers (84.3%) have been found to be species-specific
while buying fish. Quality and convenience have been found to be the major factors responsible
for shift from local markets. Sensory evaluation of CIFE’s value-added products like fish munch, fish
keema, prawn pickle and prawn masala have shown a positive feedback from the consumers as about 62
per cent have rated the parameters like taste, texture, odour, price, etc. highly. However, appearance and
packaging have received average feedback, indicating the need to make products more attractive. A
majority of consumers (72%) have shown willingness to buy these products and 95 per cent wish to try
new products, in both fresh and processed forms, indicating changing consumption pattern in the urban
areas. The study has argued that since the technology to prepare such products is already available with
Central Institute of Fisheries Education, Mumbai and other institutes like CIFT, Kochi, this can be readily
extended to the willing entrepreneurs and women SHGs.