A Case Study on the Non-price Factors and Consumer Behaviour for Pangasius (Pangasianodon hypophthalmus) (Valenciennes, 1840) Consumption in Pune City, India

Abstract

The consumption and preferences of Pangasius and
the constraints in the same have been investigated
among consumers in Pune city, Maharashtra, India.
Though 85.83% of respondents were aware about
the Pangasius as new catfish available for consumption,
only 38.33% of them consumed it. Consumers
quoted ‘oiliness’ (high fat content) of Pangasius as
the prime reason for non-consumption. Only 37.5%
of consumers were willing to try processed
Pangasius. The consumers of “low income†and
“high income†group showed significant difference
in their expenditure on Pangasius. “Low incomeâ€
group consumers spent more on Pangasius compared
to “High income†group. Consumption of
Pangasius can be improved by improving its quality
and creating awareness on perceived health hazards.
Different cooking methods or use of Pangasius as
raw material for other products may solve the
problem of ‘oiliness’ and may become popular
among high income group consumers.