ABSTRACT
Engraulicypris sardella (Usipa) is one of the most affordable and readily available source of animal protein in Malawi . Pelagic fish such as Usipa, have the potential to offer a solution to this deficit as they are readily found in local markets and affordable compared to large fish species. But little is known about consumer preference in urban areas for such fish species as most studies dwell their focus on large fish species. This is why this study focused on consumer preference for Usipa products in Lilongwe Urban. The study targeted 383 respondents in Lilongwe urban and the data was collected in May 2021. Fresh, sundried, smoked, paraboiled and fried Usipa were the products under scrutiny. In order to have a broad understanding of the consumers in the study area, socio economic variables were analyzed using descriptive statist ics and inferential statistics was carried out to determine if there were significant differences in the socio-economic variables among the consumers. In addition to that, identification of Usipa products preferred by consumers was done, where respondents were asked to rank the products into most preferred, neutral and least preferred. The results indicated that fresh Usipa was most preferred in low and medium density areas while sundried Usipa was preferred in high density areas. Furthermore, a multinomial probit regression on the socio-economic factors that affect the preference for Usipa products revealed that gender, education and occupation of the household head affected the preference for the fresh, sundried and smoked Usipa. Lastly the study analyzed the consumption patterns of Usipa products and how preference affects their consumption in the study area. The results showed that fresh Usipa was the most consumed and its preference affected consumption. In conclusion, the results of the study will aid those in the Usipa value chain especially the processors and traders in delivering demand driven products on the market for the consumers.
KEY WORDS: Consumer, Lake Malawi, pelagic fish species, Usipa