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Consumption Patterns and Customer Expectations towards Marine Fishery Products in Coastal Andhra Pradesh

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Document pages: 8 pages

Abstract: Marine fisheries sector forms an important sector for the Indian economy. It is not only contributing to the GDP of the country but also providing livelihood and providing food security for millions of Indians. In India, there are nine maritime states, two union territories and 1537 notified fish landing centers. According to the Census of 2010 by CMFRI, the total fishermen population was about 4 millions consisting of 0.86 million families. All of these fishermen are depending on the profession of catching and selling the marine fish. If these people are able to know the consumption patterns of the fish along with the customer expectations towards marine fishery products then it will be easy for the fishermen to offer their marine product mix to the market according the customer expectations. The primary aim of the research study is to empirically analyze the consumption patterns and customer expectations towards marine fishery products in coastal Andhra Pradesh. The study was conducted in the coastal area of the Andhra Pradesh state to read the expectations of the customers towards marine fishery products. The study found that the fishermen should process the fish according to the expectations of individual customer and organizational customer. It is strongly advised that the fishermen should decide first which type of customer they are selling fish, and then they should perform the value added activities as different type of customers are having different types of expectations.

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