CONSUMER PREFERENCES FOR FISH AND SEAFOOD PRODUCTS IN OF JOS NORTH METROPOLIS, PLATEAU STATE

Abstract

The study examined the preference and consumption for fish and seafood products in Jos North Metropolis. A two-stage sampling procedure was employed to select respondents. In the first stage, ten major districts were purposely chosen. At the second stage, thirty households were randomly selected from each of the ten districts, totaling three hundred (300) households for the study.  Data was collected using questionnaires and analyzed using descriptive statistics such as charts, frequency distribution tables, simple percentages and mean. The study revealed preference for fish and seafood, particularly evident among the 20-29 age cohort (41.5%) and single (58%). Tertiary education exhibited a positive correlation with a 57% inclination. Income also exerted influence, notably among those with earnings falling below N100.00 (25%). Majority (51.2%) held the perspective that no religious impediments existed concerning seafood consumption. Conversely, 56% subscribed to the belief that fish possessed a lower cost yet inferior quality compared to seafood. In contrast, aversion to taste/odour (18.3%) and the presence of bones (25%) emerged as primary factors underpinning the avoidance of seafood. The study concludes that younger, single, educated, and Christian males exhibited stronger inclinations fish and seafood preferences with fish being preferred due to its perceived value in terms of both cost and quality and thus recommends targeted educational campaigns promoting nutritional benefits, affordability, and culturally sensitive marketing to enhance preferences.