Understanding Consumer’s Attitude on Fish Quality and Marketing Aspects in the Greek Market

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