Diverging Priorities for Direct Fish Purchase in Mumbai: A Tale of Two Markets Shaped by Market Factors

Benu Kumari; Swadesh Prakash; Arpita Sharma; Biswajit Debnath; Aatepogu Revathi

doi:10.56093/ft.v63i3.178827

Authors

Benu Kumari ICAR-Central Institute of Fisheries Education, Mumbai, India - 400061
Swadesh Prakash ICAR-Indian Agricultural Research Institute, New Delhi, India - 110012
Arpita Sharma ICAR-Central Institute of Fisheries Education, Mumbai, India - 400061
Biswajit Debnath ICAR-Research Complex for Eastern Region, Patna, India - 800014
Aatepogu Revathi ICAR-Central Institute of Fisheries Education, Mumbai, India - 400061

https://doi.org/10.56093/ft.v63i3.178827

Keywords:

Consumer behaviour, direct purchase, fish market, market hygiene, price fluctuation, rank -based quotient

Abstract

Fish is a key protein source in coastal urban diets, yet market-related factors shape consumer purchasing behaviour. This study examines direct fish purchasing behaviour at physical markets in Mumbai City and Mumbai Suburban regions, based on a survey of 180 consumers across eight markets (April–June 2024). Using Rank-Based Quotient and Normalized Response Priority Index methods, taste (92.94), nutritive value (88.22), and freshness (86.63) emerged as the top selection factors. Market hygiene was the leading constraint in Mumbai City (NRPI: 0.84), while market hygiene (0.71) and price fluctuation (0.70) were the leading constraints in Mumbai Suburban markets, with significant regional differences (p < 0.01) in hygiene perception. Findings are limited to consumers purchasing fish directly from markets.