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Research Articles

Market Potential for Quality Certified Dried Fish: A Consumer Choice Experiment in the Galle District of Sri Lanka

Authors:

M. U. N. Gunawardana ,

University of Ruhuna, LK
About M. U. N.
Department of Agricultural Economics, Faculty of Agriculture
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W. N. De Silva,

University of Ruhuna, NO
About W. N.
Department of Agricultural Economics, Faculty of Agriculture
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M. Aanesen

University of Tromso, NO
About M.
Faculty of Biosciences, Fisheries and Economics
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Abstract

The Dried fish is the most common processed fish consumed in Sri Lanka.  The country imports dried fish since local production only satisfie s 61% of the demand. Local producers face marketing challenges because of the low price they receive. This may cause by non-compliance with product quality standards.  However, there is a lack of empirical information on consumer behavior for dried fish. Therefore, the study focused on estima ting consumers’ willingness to pay for the key features considered when purchasing dried fish and determining their preference. The study was a consumer survey comprisin g 180 households, divided 60 households into each of the urban, rural, and estate sectors in Galle District, including a choice experiment. The results indicate that the average weekly consumpti on of dried fish per capita in Galle is 115.2 g, with no significant difference between sectors (p>0.05). Sprat is the most prefe rred species in all sectors, followed by Yellow fintuna in urban and rural areas and Bigeye scads in estates. Smell and appearance are the key organoleptic features that the consumers considered while over 50% preferred dried fish with a fresh and well-dried appearance. The results of the Choice experiment showed that the consumers preferred locally produced, sun-dried, quality-certified dried fish. Urban and rural consumers are willing to pay an extra amount of SLR 374.21 and 325.89 respectively for 100 g of quality certified dried fish compared to non-certified. Therefore, the study recommends that producers should encourage to obtain quality certifications by providing financial, educational, and technological support.

How to Cite: Gunawardana, M.U.N., De Silva, W.N. and Aanesen, M., 2022. Market Potential for Quality Certified Dried Fish: A Consumer Choice Experiment in the Galle District of Sri Lanka. Tropical Agricultural Research, 33(2), pp.223–233. DOI: http://doi.org/10.4038/tar.v33i2.8555
Published on 30 Mar 2022.
Peer Reviewed

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