Perceived consumer preferences of fisheries products retailed in Kenyan markets

Abstract

Fish consumption in Africa is still low below the FAO recommended levels due to low production of fish compared to China and other Asian countries and Europe. The consumer food purchasing behavior is also highly affected by the low disposable income which makes fish products relatively expensive compared to other food products. This study was conducted to investigate consumers’ preferences and perceptions of fishery products sold in Kenyan markets and the associated factors. Face-to-face interviews were conducted to collect data from 120 respondents in three counties. Majority of the consumers reported buying fish at least once per month. Tilapia and African catfish were the most consumed fish species in the counties while the most preferred source of fish was Lake Victoria followed by farmed fish. Education levels and age of the respondents did not significantly affect fish consumption. The fish consumers had diverse perceptions and preferences towards purchase and consumption of fish driven by different factors. Fish nutritional value, affordability and health concerns were ranked as the major factors that influenced fish consumers’ purchasing behaviors. Fish consumption levels were significantly and positively correlated with the increase in households’ monthly income and the number of individuals per household. The logit model also revealed that an increase in fish prices reduced the likelihood of respondents to consume fish. The study recommended the need for the appropriate authorities, policymakers and other stakeholders to monitor fish quality, market price, availability and health safety to promote consumer perception and preferences.