The Influence Of Socio-Economic Characteristics on Consumers' Preference on Fish Purchase In Yola North Local Government Area, Adamawa State

Fish is one of the world‟s most important source of meat; it is the chief source of meat supply to more than half of the world population. 

Fish is a key ingredient on the global menu, an important basis for livelihood worldwide. It needs to be placed where it belongs: high on the global agenda and integrated into thinking, action and policies at the highest level of all nations (NAGA, World Fish 2005). 

Nigeria's total domestic fish production for 1995, 1996 and 1997 were 371,053; 355,934; and 384,275 metric tons respectively. For the 1997 figure, the contribution by sector indicated that lakes and rivers contributed 185,094 metric tons; aquaculture contributed 18,537 metric tons; inshore coastal and brackish water contributed 179.74 metric tons , while the Exclusive Economic Zone, EEZ (offshore) contributed 1,570 metric tons (Federal Ministry of Agriculture and National Resource FMANR, 1998) Adamawa State, where the study area is located produced about 11,897, 11,494 and 11,105 metric tons in 1995, 1996 and 1997 respectively (FMANR, 1998). 

Demand for fish in Nigeria has doubled as other sources of animal protein have become expensive due to rising population and high production cost of other animal protein sources (Akolisa and Okonji, 2005). The recent ban on the importation of broiler table meat, other poultry products by the Federal Government of Nigeria has made fish and fish products even more popular (Ojo and Fagbenro, 2004). 

Fish is a major source of protein and essential food items in the diet of many Nigerians, because it is relatively cheaper than beef, chicken, mutton and turkey. (Tabor, et al,1990). Most of the consumed species are very cheap such as sendinella, Bonga, Moonfish, illisha and Tilapia especially in the coastal and inland rural areas where incomes are generally low. (Ladipo et al, 1998). 

Fish provides 40% of the dietary intake of animal protein of the average Nigerian (Federal Department of Fisheries, 1995). According to Adekoya, (1996), fish and fish products constitute more than 60% of the total protein intake in adults especially in rural areas. Fish is highly nutritious, tasty and easily digested. It is much sought after by a broad cross-section of the world's population, particularly in developing countries. It is estimated that around 60 percent of people in many developing countries depend on fish for over 30 percent of their animal protein supplies, while almost 80 percent in most developed countries obtain less than 20 percent of their animal protein from fish. However, with the increased awareness of the health benefits of eating fish and the ensuing rise in fish prices, these figures are rapidly changing (www.fao.org.) 

Fish provides a good source of high quality protein and contains many vitamins and minerals. It may be classed as either whitefish, oily or shellfish. Whitefish, such as haddock and seer, contain very little fat (usually less than 1%) whereas oily fish, such as sardines, contain between 10-25%. The latter, as a result of its high fat content, contain a range of fat-soluble vitamins (A, D, E and K) and essential fatty acids, all of which are vital for the healthy functioning of the body. (Wikipedia, 2013). Research over the past few decades has shown that the nutrients and minerals in fish, and particularly the omega 3 fatty acids found in pelagic fishes, are heart-friendly and can make improvements in brain development and reproduction. This has highlighted the role for fish in the functionality of the human body. (Wikipedia, 2013). FAO estimates that fish provides 22% of protein intake and exceed 50% in the poorest countries where animal is expensive and scarce (FAO, 2003). In Nigeria, only a negligible proportion of the fish caught in rivers and lakes are marketed fresh, a greater proportion is preserved by smoking and sun drying. (Ikeme and Bhandary, 2001) 

Preferences and perceptions are important elements of demand theory but most of the economic analysis for market demand is based on price and income. Traditionally, demand analysis assumes that preferences and perceptions never change. However, it is obvious that consumer preferences will change and these changes are important element in the demand analysis. Consumer behavior should then be based on experience, perception, preference and choice Fayyaz, et al (1995).

 Despite considerable research, no integrated theoretical explanation exists that can give marketers a total understanding of the relationship between consumer purchase behavior and its influence on the market demand for fish (Chaston, 1987). 

Kinnucan et al. (1993) suggests that knowledge of diverse consumer preferences is one of the first steps in understanding the demand for fish and the efficient distribution of market resources.

This study will therefore aims to

 Describe the socio-economic characteristics of fish consumers in the study area; 

- identify the common consumer preference in fish purchase;

 - Examine the influence of socio-economic characteristics of the respondents on consumer preference on fish purchase and;

 - Identify the factors affecting the consumer‟s preference for fish.