PATTERNS AND PROJECTIONS OF FISH CONSUMPTION AND MARKET POTENTIAL IN MUMBAI SUBURBAN

In recent years, the global fish consumption has significantly increased, in India also the consumption pattern is showing an increasing trend. The sector has an immense potential to improve the livelihoods options of coastal communities, but due to lack of efficient fish marketing system in the country thereby plummeting the producer share in consumer rupee and the consumer surplus. In this context, an attempt is made to analyze the market structure, market potential and the perception of consumers on fish consumption in Mumbai Suburban.

A pre-tested interview schedule was used for the collection of information directly from the 60 respondents from the two fish markets of Mumbai through personal discussions and interviews. In addition to the basic descriptive statistics, the methodological tools like Garrett ranking, paired t-test, Rank Based Quotient, tests of significance, and Spearman rank Correlation were employed to analyze the collected data.

The study revealed that the major marketing channel of marine fish involves Producer, Auctioneer, Fish collector, Wholesaler, Vendor and the final consumer. The fish preference study shows that, Pomfret is the most preferred fish in the area and it is evident that majority of the fish consumers in the area prefer marine fishes (87%) rather than freshwater fishes (23%). From the Garett ranking and Rank Based Quotient analysis, it is concluded that fish consumers in this area prefers fresh fish and ready to eat fish products with doorstep fish delivery system. The fish consumption pattern tells that the average weekly fish consumption of fish by consumers of Mumbai Suburban is 5.49 Kg and Consumer willingness to pay per week is INR 1109.12. The fish consumption can be further increased as there is an opportunity for online marketing of fish in the city. As people prefers marine the brackish water aquaculture and cage culture techniques should be strengthened in the near future.