Tilapia consumption patterns and consumer preferences: Predictors and perspectives of consumers in Ghana

• DOI: 10.1016/j.heliyon.2024.e30247
• Publication Date: 2024-04-25T03:38:35Z
• Authors: Anthonia Helga An...; Kwabena Asiedu Bu...; Amy Atter; Vincent Owusu Kye...; Angela Parry-Hans...; Firibu Kwesi Saalia; Mary Anti Chama; Youngsun Lee; Hanna Maarit Koivula; Wisdom Kofi Amoa-...; Seth Koranteng Ag...
• Keywords: Consumption; Consumer behaviour

The objective of this study was to assess consumer behaviour towards tilapia and products provide information linking production with consumption patterns preferences as well predict factors that influence preference, purchase behaviour, willingness patronize fillets using classification regression trees. A total 960 responses were obtained convenient sampling. findings survey indicate is eaten mainly because its taste. Regarding the various cooked options available in Ghana, 58.5% preferred charcoal-grilled while sixty-six per cent (66%) their fresh state. Furthermore, sixty-five (65%) participants revealed they consume at least once a month, indicating link between consumption, continuous market for fish farmers. Most respondents (85%) would prefer an easier way prepare tilapia. availability fillet form appealed about 50.8% 78% if on market. For parts consumed, 70% indicated head important them only 49% buy without head. top three increasing order chilled, frozen, spiced. From associations, income most factor determining whether or not. However, regards preference tail region, age factor. Thus, consideration all these serve guide businesspeople actors within value chain Ghana beyond.