Behavior of the Paulista Consumer of Fish

Abstract

The objective of this work was to analyze the behavior of the São Paulo fish consumer, considering the aspects references to the consumption habit, attributes of the product and sociodemographic factors. Data were collected from consumers in the state of São Paulo (approximately two months), using online approach (google docs) and face-to-face interviews in the metropolitan region of São Paulo, resulting in 323 sample units. A regression of ordinary least squares (OLS) was applied and the factors that determine the average frequency of fish consumption were obtained. The results evidenced that the average frequency of fish consumption is 65 times a year, being primarily performed by men and women who do not have children and live alone or divide the house with few people. Another data observed was regarding the consumer’s need for products that provide greater added value, such as the packaged fish fillet. In addition, the religiosity variable (Good Friday and Christmas) proved to be a determining factor in the frequency of annual consumption of this product. Therefore, it is suggested to the aquaculture and fisheries sector the supply of packaged fish fillet, exploring the extrinsic attributes to the product, the implementation of marketing campaigns aiming to increase its visibility of the product, as well as the development of products aimed at children. All the mentioned marketing strategies will be essential to meet the needs of the São Paulo consumer market that seeks innovation in products and still has cultural restrictions on consumption.