Factors influence customers' choice in fish restaurants: evidence from Maharashtra, India


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Authors

  • SHYAM DATTA WAGHMAREA FEES Division, ICAR-Central Institute of Fisheries Education, Mumbai
  • SWADESH PRAKASHA FEES Division, ICAR-Central Institute of Fisheries Education, Mumbai
  • ARPITA SHARMAA FEES Division, ICAR-Central Institute of Fisheries Education, Mumbai
  • VINOD KUMAR YADAVA FEES Division, ICAR-Central Institute of Fisheries Education, Mumbai
  • NEHA QURESHIA FEES Division, ICAR-Central Institute of Fisheries Education, Mumbai

https://doi.org/10.56093/jifsi.v57i3.2025.174589

Keywords:

Cluster analysis, Conjoint analysis, Customers' segmentation, Fish Consumption, Intrinsic and extrinsic attributes, Restaurant

Abstract

This study examines factors influencing fish consumers' restaurant choices in Indapur and Bhigwan, Maharashtra. Data from 100 fish consumers were analyzed using descriptive statistics, conjoint analysis, factor analysis, and cluster analysis. Conjoint analysis found that an affordable menu ( 250-500) is a key driver. Factor analysis identified five components: standard requirements, menu and ambiance, dish variety, fine dining, and customer feedback. Cluster analysis revealed three customer profiles-average standard, preference seekers, and experience seekers-showing distinct socio-demographic attributes. Key restaurant selection criteria include food quality, comfort, cleanliness, service, and price-quality ratio, varying by customer characteristics and preferences.

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Submitted

2025-12-26

Published

2026-09-01

Issue

Vol. 57 No. 3 (2025): Journal of the Inland Fisheries Society of India

Section

Articles

License

Copyright (c) 2025 Journal of the Inland Fisheries Society of India

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In case of publication of the article in the journal, author(s) are required to assign copyright to the Journal of the Inland Fisheries Society of India for its publication in any form/language including all media (print and electronic, or presently unknown), and exclusive right to use the matter for the life of the work (no time restriction on re use of matter).

How to Cite

WAGHMAREA, S. D., PRAKASHA, S., SHARMAA, A., YADAVA, V. K., & QURESHIA, N. (2026). Factors influence customers’ choice in fish restaurants: evidence from Maharashtra, India. Journal of the Inland Fisheries Society of India, 57(3), 343-355. https://doi.org/10.56093/jifsi.v57i3.2025.174589