Unlocking the market potential of canned fish in the north-eastern region of Bangladesh: Opportunities for growth and sustainability

Abstract

Cannedrnfish products are gaining attention globally due to their convenience andrnnutritional benefits. However, consumer awareness and preferences for thesernproducts remain underexplored in Bangladesh, particularly in Sylhet Sadar.rnUnderstanding consumer perceptions can help identify market potential and areasrnfor improvement. This study aimed to assess the market potential of canned fishrnproducts and to examine consumer preferences in Sylhet Sadar supermarkets,rnfocusing on the influence of socio-demographic factors on consumer knowledge,rnattitudes, and purchasing behavior. Arnstructured survey was administered through face-to-face interviews with 150rnsupermarket customers, and data were analyzed using frequency distributions,rnpercentage analysis, and chi-square tests to evaluate demographic influences onrnconsumer perceptions. The results indicate that most respondents (aged 26–35,rnholding undergraduate degrees, earning over 30,000 BDT, and residing in urbanrnareas) had limited to moderate knowledge about canned fish products (12%rnunaware, 47% with limited knowledge, 59% with moderate knowledge). Significantrnassociations were found between age, education, occupation, income, andrnlocation with consumer knowledge and attitudes (p < 0.05). Despite lowrnawareness levels, purchase intentions were generally positive. Key influencingrnfactors included availability, perceived quality, and lifestyle compatibility,rnwhile price remained a notable concern, with most consumers preferring pricesrnbelow 180 BDT per 125g. These findings highlight a promising market opportunityrnfor canned fish products in Bangladesh. To enhance consumer adoption, targetedrnawareness campaigns, educational outreach, and competitive pricing strategiesrnare recommended.