Asian Journal of Agricultural Extension, Economics & Sociology

Aims: To analyze consumer behaviour in urban fish markets of Hyderabad by assessing purchasing patterns, species preferences, consumption attributes, and market-level constraints, and to suggest possible improvements in fish marketing infrastructure.

Study Design: Descriptive cross-sectional study.

Place and Duration of Study: Ram Nagar and Begum Bazaar fish markets, Hyderabad, Telangana.

Methodology: A total of 120 fish consumers were selected using purposive sampling from the two major fish markets. Data were collected through a structured interview schedule. The questionnaire included sections on socio-economic profile, frequency and quantity of fish purchase, consumer preferences, key consumption attributes, and perceived market constraints. Data were analyzed using descriptive statistics and the Rank-Based Quotient (RBQ) method to rank species preferences, attributes, and constraints.

Results: The majority of respondents were male (86.87%) and aged between 28-48 years. Most consumers purchased fish once a week, typically in quantities of 2-4 kg. Freshwater fish was overwhelmingly preferred, with Rohu, Catla, and Murrels ranked highest. Taste and health benefits were identified as the most influential factors in consumption decisions. The most commonly reported constraints included poor hygiene, limited vehicle parking, and market congestion.

Conclusion: The study highlights the need for targeted infrastructure improvements in urban fish markets. Enhancing hygiene, managing traffic flow, and providing adequate parking facilities could significantly improve the consumer experience and encourage more regular fish consumption in urban areas.