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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)
Journal of Experimental Biology and Agricultural Sciences
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ISSN No. 2320 – 8694
Production and Hosting by Horizon Publisher (www.my-vision.webs.com/horizon.html).
All rights reserved.
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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.
Fish Availability and Consumer Preference in Batticaloa district in Sri Lanka 26
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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.
Fish Availability and Consumer Preference in Batticaloa district in Sri Lanka 28
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Journal of Experimental Biology and Agricultural Sciences
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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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