A STUDY ON CUSTOMER PREFERENCE ABOUT FISH AND FISH PRODUCTS WITH SPECIAL REFERENCE TO NEITHAL FISH RETAIL OUTLET, KALAVASAL, MADURAI

Dr. D. Anbugeetha; Ms. B. Nandhini; Mr. A. Vincent

Volume : IX, Issue : III, March - 2020

A STUDY ON CUSTOMER PREFERENCE ABOUT FISH AND FISH PRODUCTS WITH SPECIAL REFERENCE TO NEITHAL FISH RETAIL OUTLET, KALAVASAL, MADURAI

Dr. D. Anbugeetha, Ms. B. Nandhini, Mr. A. Vincent

Abstract :

Consumer orientation is a vital drive for success in any venture. Every industry needs to fulfill its consume rpreferences to sustain in the industry for a long run and to succeed. So is with fish industry. Seafood has always been considered as an important part of diet among human beings in most parts of the world. The consumption of fish was prevalent since the existence of human beings on earth. In the global market fish consumption is more than 155 million tons. Mostly, customers today prefer healthy and organic foods. Fishes raised in natural surroundings tend to be more healthy, tasty and nutritious to human health. Of late, fish and many other fish products are becoming the most preferable non–vegetarian foods among the people of Tamilnadu. Since aquaculture is believed to offer good scope in the market, the state government of Tamilnadu is creating a good platform for further increasing the market boundaries for fish industry. The present study investigates the preferences of consumers living in Madurai city on fish and fish products. The present study is done with special reference to Neithal Fish Retail Outlet located at Kalavasal, Madurai. Moreover, the study tries to identify the prospects for Neithal Fish retail outlet in expansion of fish retailing using online platform and diversification of fish retailing to sea food–based restaurant.