Understanding Consumer’s Attitude on Fish Quality and Marketing Aspects in the Greek Market
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During the last decade the Greek fish market experienced significant changes affecting
both the supply and the demand of fish. Fisheries have faced significant problems, such
as overfishing and low productivity. Similarly, the undoubtedly rapid development of
the aquaculture sector was followed by an intense competition and low prices for fish.
On the other hand, the traditional Greek consumer’s attitude on fish products is rapidly
changing mainly due to socio-economic factors. Within this framework, the consumers
play a critical role that of being the link between supply and demand. Thus, the analysis
of the consumer’s attitude concerning basic quality and marketing aspects on marine
captured and farmed fish market could be a useful tool towards a more rational organization
of the distribution roots. For this purpose, research was carried out and a total
of 395 consumers, randomly selected in terms of demographic and socio-economic dispersion
criteria, were asked to fill in a questionnaire covering aspects of fish marketing
and quality aspects, such as consumers’ “sensitivity on fish freshness issues”, “sensitivity
on marketing issues” and “reasons for choosing fish as food” in their family. regarding
Data were statistically analyzed using categorical regression in an effort to
identify the effect of basic classification variables of consumers’ origin and socioeconomic
status into their sensitivity on fish quality and marketing aspect