ABSTRACT
Fisheries sector has witnessed an impressive growth from a subsistence traditional activity to a well-developed commercial and diversified enterprise. Low priced fishes are either converted to fish meal or sold for curing. In general, deep-sea fishes may not be immediately acceptable to the consumers due to unfamiliarity in shape, size and colour of the new varieties. Marketing of value-added fish products is completely different from traditional seafood trade. Market surveys, packaging and advertising are a few of the very important areas, which ultimately determine successful movement of new products. The present investigation on consumer preference for value added fish products was conducted in Kochi which is the largest city and the largest urban agglomeration in Kerala. Women were mainly responsible for making food purchase at the household. The study revealed that price, nutritional value and quality were the most important factors for guiding the fish purchasing behaviour of consumers.
