FISH AVAILABILITY AND CONSUMER PREFERENCE IN BATTICALOA DISTRICT IN SRI LANKA

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Journal of Experimental Biology and Agricultural Sciences

http://www.jebas.org

KEYWORDS

Fish consumption

Availability

Frequency of occurrence

Consumer preference

ABSTRACT

Fishes are the primary source of animal protein more than 70% Sri Lankans population depends on fish

product for fulfill their daily protein requirement. In 2013, per capita fish consumption was 40.4 g/day.

Fish consumption varies among consumers and it determined by many factors, including socio-

demographics and fish availability in the local market. To determine the availability and frequency of

fish occurrence in local and urban markets, as well as other factors associated with the choice of fish, a

market survey was conducted in the Batticaloa district in the Eastern Province from December 2013 to

October 2014, covering the 12 urban and rural markets. Fish species, frequency of occurrence (in

percentage), and overall fish availability were recorded by direct observation. Consumer preferences

regarding fish species were collected via customer interviews (n=150). Carangidae (85%) and

Sphyranidea (80.5%) were frequent among rockfish species in both dry and rainy seasons in urban

markets. Among shore species Clupeidae (95.5%) and Leionathidae (83.5%) were found in both urban

and rural markets in all seasons. Rockfish was the most preferred (75%) among middle class consumers.

In local markets, most consumers (78%) preferred shore fish because it was cheapness, and availability

throughout the year. However, urban consumers did not share this preference; only 20–25% of urban

consumers preferred shore fish. It was noted that religious and cultural factors influenced fish

consumption in rural and local markets. Further, the markets witnessed reduced economic activity when

they were closed during certain months (i.e., June to August) due to lower number of fish consumers.

Devadawson C1,*

, Jayasinghe C2 and Sivakanesan R

3

1Department of Zoology, Eastern University of Sri Lanka, Vantharumoolai, Chenkalady, Sri Lanka

2Department of Food Science and Technology, Wayamba University of Sri Lanka, Makandura, Sri Lanka

3Department of Biochemistry, University of Peradeniya, Peradeniya, Sri Lanka,

Received – December 20, 2014; Revision – December 31, 2014; Accepted – January 25, 2015 Available Online – February 20, 2015

FISH AVAILABILITY AND CONSUMER PREFERENCE IN BATTICALOA

DISTRICT IN SRI LANKA

E-mail: [email protected] (Devadason C )

Peer review under responsibility of Journal of Experimental Biology and

Agricultural Sciences.

* Corresponding author

Journal of Experimental Biology and Agricultural Sciences, February - 2015; Volume – 3(1)



ISSN No. 2320 – 8694

Production and Hosting by Horizon Publisher (www.my-vision.webs.com/horizon.html).

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1 Introduction

Sri Lankan consumes fish as the source of their animal protein.

Among total protein consumption, nearly 70 percent comes

from sea fish (Ministry of Fisheries and Aquatic Resources

Development, Sri Lanka, 2013). The per capita fish

consumption in Sri Lanka reported 14.2 kg/year (40.4 g/day) in

2013. Fish harvested from the sea and inland water bodies sold

in the local and urban markets. In Eastern Province of Sri

Lanka, 15.2% of total marine fisheries are sold throughout the

Eastern Province of Sri Lanka (Ministry of Fisheries and

Aquatic Resources Development, Sri Lanka, 2013). Rockfish

species are commonly available throughout the sea of Sri

Lanka and the availability of the species vary seasonally in the

market. Rockfish species categorized under families

Carangidae, Lethrinidae, Lutijanidae, Siganidae, Nempiteridae,

Serranidea, Chirocentridae, Belonidae, and Centrophorinida.

These fishes are known “Gal Malu” by Sri Lankans (Ministry

of Fisheries and Aquatic Resources Development, Sri Lanka,

2013). Shore fish species, such as Clupeidae, Leionathidae,

and Engraulidae, are the major pelagics from coastal fisheries

and are the most consumed (Devadawson & Jayasinghe, 2014)

Tilapia sp., catla (Catla catla), rohu (Labeo rohita), and other

wild fish species have contributed more than 86% of the total

inland production and are the dominant species produced by

the country. In 2013 (January to September), Tilapia, catla/

rohu, and other wild fish contributed 54%, 20%, and 9% to the

total inland production of the country, respectively. Verbeke &

Vackier (2005) provided a theoretical explanation of fish and

seafood consumption and explained favorable attitude, high

subjective norm and high perceived behavioral control have a

positive impact on fish consumption decisions. Attitudes or

preferences are the most important predictor of fish

consumption (Olsen, 2004).

Perceived behavioral control, price, and risk are important

antecedents of intention for consumption (Olsen, 2004). The

consideration set size, attitude, knowledge, convenience,

variety seeking, and price consciousness are considered for

explaining consumers‟ choice as well as consumption of fish

(Aurier et al., 2000; Bharadhwaj & Kannan, 2002; Paulssen &

Bagozzi, 2005; Rortveit & Olsen, 2007; Kim Anh, 2010;

Pethiyagoda & Olsen, 2012)

Seasonal availability, as well as cultural and religious factors,

appear to influence fish consumption and are taken into

consideration when measuring the intake of fish (Hanson &

Haub, 2010). Because the marine catch is subject to seasonal

and climatic changes, both the types of fish available in the

market and the consumption rate vary. A study conducted by

the NECCDEP (2010) reported variation in the fish catch and

species composition in both the sea and inland water. In Asia,

fish comprises one-fourth of the animal protein consumed, and

a greater proportion is from seashore species (i.e low-valued

species), mainly small pelagics (Kent, 1995; FAO, 2000). The

small pelagic fish (seashore fish) catches in Sri Lanka

contribute about 26% to the total fish production in the country

(Ministry of Fisheries and Aquatic Resources Development,

Sri Lanka, 2009). Seasonal fluctuations in the fisheries of

flying fish (shore fish) are believed to result from

oceanographic factors (Jinadasa, 1999; Jayawardana &

Dayaratne, 1998). The aggregation of pelagic schooling fish

influenced by light intensity associated with the lunar phase

(Karunasinghe & Wijeyaratne, 1996; Glass, 2000).

Furthermore, seashore (pelagic) catches fluctuate considerably

across years, seasons, and areas, often with dramatic shifts in

relative abundance of clupeids and Lates (Chitamwebwa &

Kimirei, 2005). However, estuarine fish species show seasonal

changes in the composition and relative abundance of species,

which may be influenced by constant seasonal fluctuations in

environmental and hydrological factors, including salinity,

temperature, and dissolved oxygen levels (Castillo-Rivera et

al., 2003; Moyle & Cech, 2004; Harrison & Whitfield, 2006).

In Sri Lanka, the socioeconomic attributes of the inland

fishery and less on marketing issues stated by Murray &

Little (2000) and the socioeconomic conditions of fishermen

around perennial reservoirs in the dry zone and wet zone

(Chandrasiri, 1986; Nathanael & Silva, 1998). Therefore, the

present study has undertaken to understand the fish

consumption and factors affecting the fish consumption and its

preference.

2 Materials and Methods

2.1 Location of Markets in District

The Batticaloa district in the Eastern Province of Sri Lanka

was chosen to research on fish consumption and fish

availability in the markets. Twenty visits were made in 12

local and urban markets to determine the availability of fish in

the markets and the frequency of operation (Figure 1).

2.2 Market Survey

A market survey was carried out to investigate the availability

of fish. During the survey, the availability of different types of

fishes, such as reef fish, seashore fish, lagoon fish and fresh

water fish were recorded from the study area. The survey was

conducted twice in a month, either in the first and third weeks

of the month or the second and fourth weeks of the month,

using a field survey data sheet. This survey carried out from

December 2013 to October 2014, covering both dry and rainy

seasons. 200 times of visit made to collect the data in 10

markets. The information obtained between the hours of 9:00

a.m. and 12:00 noon, the peak market time. During the market

surveys, identification of the fishes done by using the key of

De Bruin et al. (1995) and Munro (1955).

2.3. Identification of Fishes

Preliminary identification of fishes was based on the local

names used by salespersons as well as on fish keys and texts

(Munro, 1955; De Bruin et al., 1995).

23 Devadason et al

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Figure 1 Location of fish markets in the Batticaloa district (urban and rural markets).

2.4 Availability of Fish Variety

Fish variety at a stall was recorded in terms of approximate

numbers. Then, the total amount of each variety was made

from all of the stalls. The measure of availability was denoted

as an abundance rating based on the number of fish, denoted as

*** (highly abundant or >75%), ** (moderately abundant or

25–75%), or * (scarce or <25%).

2.5 Occurrence of Fish during Market Survey

The frequency of the occurrence of fish (i.e., reef, seashore, as

well as brackish and fresh water) was noted at the family level.

The total number of occurrences of each fish variety was

recorded based on 200 visits to 10 markets. The frequency of

occurrence and overall market availability of each fish variety

at the family level and species level were calculated as follows:

Frequency of occurrence (%)

= Number of times a given fish (family level) occurred × 100

---------------------------------------------------------------------

Total number of visits (200)

Overall market availability of fish (%)

= One type of fish (family) in each market × 100

------------------------------------------------------

Total number of fish (family) in each market

2.6 Fish Consumption Pattern among the Local Community

Consumers (“subjects”) were selected randomly and the

information related with choice of fish was recorded at the

time of purchasing the fish. In addition, a semi-structured

questionnaire was used to get socio-demographics of subjects.

Due to the time limitation for fish sale in markets, some of the

interviews continued in subjects‟ houses. The interviews

mainly focused on the types of fish consumed, their purpose

for consuming it, whether it was in a fresh or preserved form,

and whether it was reef fish, seashore fish, brackish fish, or

fresh water fish. Subjects were asked about their choice of fish

with respect to nutrition, price, health benefits, medicinal

purpose, external appearance, and fatty nature.

3 Results and Discussion

As shown in Table 1, fish distribution varied throughout the

markets. Rockfish species were mainly found in urban

markets, whereas shore fish species were available in rural and

local markets. Overall, rockfish was available in both seasons

and in different species. The mean frequencies of occurrence

of rockfish species (mainly Carangidae and Sphyraedinae),

Siganidae, and Lutianidae were 85%, 71%, and 65%,

respectively (Figure.2). These types of fish were found in

urban markets, where most of the consumers were middle class

and showed a greater preference for rockfish species. Lower

middle class consumers showed a preference for shore fish

species; the mean frequency of occurrence for Clupeidae

species was 95% (Table 2). However, the consumer preference

survey revealed that shore fish species were considered tastier

and more nutritious than rockfish species. The Carangidae (50

species) and Sphyraedinae (4 species) families were found to

be available throughout the year with diverse species.

Jayawardana & Dayaratne (1998) noted that there are seasonal

fluctuations in the fisheries of flying fish (shore fish).

Fish Availability and Consumer Preference in Batticaloa district in Sri Lanka 24

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Figure 2 The mean frequency of occurrence of rockfish and shore fish species in urban markets.

These fluctuations are believed to result from oceanographic

factors. The percentage frequency of occurrence showed the

seasonal presence of Exocetus species in markets during the

dry season. Different species of Leionathidae (18 species) so

called „pony fish‟ were seen throughout the rural markets, and

people with health problems chose to buy pony fish because of

its health benefits (direct observation). As shown in Figure 2,

shore fish, such as Clupeidae (20 species), Leionathidae (15

species), and Engraulidae (7species), were found in both dry

and wet seasons with different species in each market. As

noted by Chitamwebwa & Kimirei (2005), the seashore

(pelagic) catches fluctuate considerably between years,

seasons, and areas, often with dramatic shifts in their relative

abundance of clupeids and Lates.

Table 1 The percentage frequency of occurrence of rockfish (family) in both urban and local Markets

Data obtained from 20 visits to each site.

25 Devadason et al

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Figure 3 Overall availability (%) of rockfish (Galu Malu) family in urban markets in Batticaloa district. BAT, Batticaloa; ERV, Eravur;

KALU, Kaluvanchikudi; KAT, Kattankudi; ODD, Oddumavadi; VAL, Valaichennai.


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Figure 4 Overall availability (%) of shore fish species in urban markets. BAT, Batticaloa; ERV, Eravur; KALU, Kaluvanchikudi; KAT,

Kattankudi; ODD, Oddumavadi; VAL, Valachennai.

Throughout the survey, inland fish species were found in both

markets to a different degree (25–75%). However, urban

consumers found it difficult to get desirable species because

the Wallago attu, belonging to the Siluridae family, and such

species seemed to be in the markets from June2013 through

September 2013. Inland species are in high demand in urban

markets as well as rural markets, as shown in Figure 5.

Overall, the availability of inland fish in the markets varied

with seasons and climatic changes. In addition, the fish

consumption rate in this area is affected by the Hindu religious

festival and fasting. As Hanson & Haub (2010) stated, seasonal

availability as well as cultural and religious factors appear to

influence fish consumption and should be taken into

consideration when measuring intake. Figures 2 and 3 show

the overall availability of both rockfish and shore fish species

in both markets and in both seasons. Among all edible fish

species, rockfish species (16 families), shore fish species (7

families), and inland fish species (12 families) were found in

urban markets in abundance (>75%), as shown in Figures 3–5.

The overall availability of shore fish in local and rural markets,

as shown in Figure 4, was high, and shore fish species were

found in both seasons in different species and were the most

highly consumed fish (95.5%). Fish sale and its distribution in

markets in Sri Lanka is varied from coastal place to central hill

areas where frozen rock and shore fish come from southern

area throughout the year as stated De Silva (1997). Consumers

stated that they chose these species because they were priced

low, were tasty, and were nutritious. Olsen (2004) found that in

low-income countries, economic determinants such as income

and price are crucial factors in making food choices.

27 Devadason et al

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Table 2 The percentage frequency of occurrence of shore fish species (family) in both urban and local markets.

Fish (Family) Percentage frequency of occurrences MEAN STDEV

VAL ODD VAN CHE ERV BAT KAT ARA KALU KAL

Clupeidae 100 100 100 100 95 90 90 90 100 90 95.5 5

Leionathidae 70 80 100 95 80 75 90 80 70 95 83.5 11

Engraulidae 65 60 70 80 80 45 60 55 60 55 63 11

Exocoetidae 35 45 40 15 50 40 60 35 40 25 38.5 12

Gerridae 40 65 40 25 60 75 60 50 65 50 53 15

Chanidae 10 55 55 40 50 30 45 40 50 50 42.5 14

Hemirampide 15 45 55 50 70 65 70 40 55 60 52.5 17

Therpanidae 40 45 60 20 30 50 45 35 50 45 42 11

Silaginidae 55 65 60 50 65 50 45 35 50 65 54 9.9

Ambassidae 35 35 30 15 15 45 40 45 65 30 35.5 15

Note: ARA, Arayampathy; BAT, Batticaloa; CHE, Chenkalady; KAL, Kalar; KALU, Kaluvanchikudi; KAT, Kattamkudi: KIR, Kiran

(weekly market); ODD, Oddumavadi; VAN, Vanthrumoolai; VAL, Valaichennai.

Table 3 Overall availability (%) of inland fish species (family) in local and urban markets.

VAL ODD BAT KALU ERV KAT ARA KAL VAN CHE KIR

Mugilidae 3.2 3.3 3.1 2.4 4 2.9 4.3 4.3 4.2 4.5 3.1

Scatophagidae 1.1 0.8 1.2 1 0.4 1.1 0.3 0.5 0.5 0.6 1.8

Silaginidae 2.1 2.5 2 2 2.6 1.6 2.2 2.9 2.8 2.8 3.6

Gerridae 1.5 2.6 3 2.6 2.4 2.2 3.1 2.3 3.2 1.4 3.4

Siluridae 2.3 2.7 2.4 3 2.6 2 2.8 2 3.5 2.6 2.9

Ciclidae 3.8 3.9 3.5 3.7 3.6 1.6 5.5 4.3 4.6 4.8 4.9

Cyprinidae 3.6 2.6 2 3.9 3.6 1.6 3.4 4.1 3 1.7 2.9

Caseonidae 1.5 0.8 0.8 1 1.6 0.9 0.3 0.9 1.9 0.9 1

Claridae 2.1 2.1 1.8 2 1.2 1.8 1.2 1.8 1.6 2.3 1.6

Aanabantidae 1.3 1 0.2 1.8 0.4 1.3 0.3 0.2 0.5 0 0.5

Chanidae 2.1 1 1.2 1.2 0.8 1.8 1.2 0.9 1.2 1.7 0.8

Congridae 1 1.2 0.8 0.6 1.2 3.3 0.3 0.5 0.5 0 0.8

Note: ARA, Arayampathy; BAT, Batticaloa; CHE, Chenkalady; KAL, Kalar; KALU, Kaluvanchikudi; KAT, Kattamkudi: KIR, Kiran

(weekly market); ODD, Oddumavadi; VAN, Vantharumoolai; VAL, Valaichennai.

Factors influencing the choice of fish consumption were

evaluated using a random survey of nearly 150 fish consumers.

The consumer‟s preference is determined with the availability

of fish in the market in this study as Verbeke & Vackier

(2005), explained that preferences are the most important

predictor of fish . As noted by Kim Anh (2010) and

Bharadhwaj & Kannan (2002), the choice of fish and variety

seeking tendency are varied among the consumers. The

consumers‟ choice is described as consumer‟s behavior

(Inman, 2001; Ratner & Kahn, 2002). This may be the result of

external factors, such as availability, as well as internal factors,

such as consumers‟ and intrinsic need for variety (i.e., a

variety-seeking tendency) (McAlister & Pessemier, 1982).

According to Hayley (2005), 60% of fish consumers showed

price consciousness when making a fish choice in the market.

In this study, however, only 10% of fish consumers

commented that fish choice in the market was based on price.

Consumers‟ statements about their fish consumption tended to

vary based on whether they were from urban or rural

environments, as the availability of fish in the market was a

major constraint, and the consideration set size could be treated

as consumers‟ behavior, which is complex when determining

the choice of fish. The survey of consumers revealed that

rockfish are highly consumed by urban fish consumers and are

preferred by small children. As noted by Aurier et al. (2000)

and Rortveit & Olsen (2009), convenience is a deciding factor

in the purchase and preparation of fish among middle and

upper class fish consumers.


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Figure 5 Overall availability (%) of shore fish species in local and rural markets. This data was obtained from 20 visits. AR A,

Arayampathi; CHE, Chenkalady; KAL, Kalar; KIR, Kiran; VAN, Vantharumoolai.

Conclusion

The percentage frequency of occurrence and the percentage of

overall fish availability in both markets showed that different

species of marine, inland, and rockfish were found in urban

markets in both seasons, and shore fish were found in both

local and rural markets. Consumers in urban areas showed

preferences toward buying rockfish, whereas shore fish was

preferred by consumers of both urban and rural areas. Fish

consumption and choice were primarily dependent on desirable

fish species and fish availability in the market.

Figure 6 Overall availability (%) of inland fish species (family) in (A) local and (B) urban markets. ARA, Arayampathy; BAT,

Batticaloa; CHE, Chenkalady; KAL, Kalar; KALU, Kaluvanchikudi; KAT, Kattankudi; KIR, Kiran (weekly market); ODD,

Oddumavadi; VAL, Valaichennai; VAN, Vantharumoolai.

29 Devadason et al

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Acknowledgement

This research has been carried out with the post graduate

research grant given by UGC, Sri Lanka, under the

UGC/DRIC/PG/2014 MAY /EUSL /02 and the Eastern

University, Sri Lanka.

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FISH AVAILABILITY AND CONSUMER PREFERENCE IN BATTICALOA DISTRICT IN SRI LANKA