Analyzing the purchase behavior of shrimp consumers and checking their preferences in Tehran's Besat market using Lisrel software

Authors
Sakineh Yeganeh 1
Soheyl Reyhani Poul 2
Mohammad Khalili 3
Arash Rakhshani 4
1 Professor, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
2 PhD graduate, Department of Processing of Fishery Products, Faculty of Fisheries and Environment, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran
3 Bachelor graduate, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
4 phd student, Department of Fisheries, Faculty of Animal Science and Fisheries, Sari Agricultural Sciences and Natural Resources University, Sari, Iran
10.22034/FSCT.22.159.207
Abstract
The present study was conducted in order to investigate the behavior of shrimp buyers and evaluate their preferences with a statistical population of 600 people in Tehran's Besat market. In this research, shrimp buyers were asked three categories of questions. The questions of the first category were related to demographic characteristics and the questions of the second category were related to the amount and reasons for purchasing shrimp, as well as evaluating the preferences of buyers in indicators such as size, types of supply models, and species of shrimp (Friedman test). The third group of questions were prepared based on the Likert five-option scale and in order to investigate the factors affecting the attitude of the statistical community to the purchase of shrimp by using conceptual model design and structural equation modeling method (Lisrel software). The results of this research showed that buyers who purchase 3 or 4 times a year and selected each time 1 to 1.5 kg of shrimp, had the highest frequency (54.33 and 56.34%, respectively). 64.56 percent of the buyers cited the nutritional value and good taste (together) as the main reason for buying and consuming shrimp. In the study of buyer’s preferences, it was found that large size shrimp (26 to 35 pieces per kilogram), bulk shrimp (compared to packaged and combined shrimp), marine shrimps (compared to cultured and combined shrimp) and the size of 500 to 750 grams of shrimp package have more fans. The results of the implementation of the research conceptual model showed that all hypotheses were confirmed; in such a way that variables of size, types of supply and shrimp species were significantly effective on buyer’s attitudes with effect coefficients of 0.19, 0.33 and 0.47, respectively…
Keywords
Shrimp
Buyers behavior
Besat market
Supply model
Attitude

Subjects

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