Urban consumers’ fish preferences and the determinants influencing fish selection and consumption: Case study of Nakuru Town, Kenya

Abstract

Existing literature suggests that research done in the fisheries sector in Kenya has a strong focus on fish production, leaving many questions on marketing and consumption patterns of fish unanswered. This study focused on assessing urban consumers’ fish preferences and the determinants of fish selection and consumption. A total of 385 questionnaires were administered to fish customers in the major fish markets in Nakuru town, Kenya. Tilapia, Silver sardine, Nile perch and Lungfish were the widely consumed fish species in Nakuru town. Average Tilapia, Silver sardine, Nile perch and Lungfish consumption per month was 0.79841, 0.35357, 1.03862 and 0.564803 kilograms respectively. The main determinants of purchasing either one of the four widely consumed fish species were price, convenience, safety concerns and experience. There is a need to introduce fish labeling as well as enhance convenience traits like filleting to all available fish varieties in order to increase fish consumption.