Preferences and Intentions of Seafood Consumers in Oman

An Empirical Analysis

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

This study examines the influence of product attributes and socio-economic, demographic, cultural, psychological, and market-related factors on “preferences” and “intention” of seafood consumers in Oman using the classical economic choice theory, the theory of planned behavior (TPB), and their hybrid form. Primary data were collected using questionnaires administered through online and face-to-face survey. A total of 906 responses were received from the online (N = 778), hypermarkets (N = 93), and fish market (N = 35) sources. Descriptive and empirical analyses were performed to the survey data. Findings from the preference model suggest that nationality, habit, freshness (perceived as quality), taste, household size, income, and education are significantly influencing the purchasing frequency of seafood. While consumer attitudes and control beliefs (i.e., facilitating conditions) are significant in the intention model, the hybrid model identifies additional significant variables such as past and current consumption behavior that influence consumers’ intention of seafood purchase. The findings will enable seafood firms and the concerned authorities to formulate appropriate management and marketing strategies.

Original languageEnglish
JournalJournal of International Food and Agribusiness Marketing
DOIs
Publication statusAccepted/In press - Jan 1 2018

Fingerprint

Oman
Seafood
seafoods
Economics
markets
consumer attitudes
marketing strategies
freshness
purchasing
Marketing
Ethnic Groups
Habits
socioeconomics
households
education
Fishes
income
demographic statistics
questionnaires
Demography

Keywords

  • choice model
  • choice theory and planned behavior
  • consumer preferences and intention
  • Oman
  • Seafood consumption

ASJC Scopus subject areas

  • Business and International Management
  • Food Science
  • Marketing

Cite this

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abstract = "This study examines the influence of product attributes and socio-economic, demographic, cultural, psychological, and market-related factors on “preferences” and “intention” of seafood consumers in Oman using the classical economic choice theory, the theory of planned behavior (TPB), and their hybrid form. Primary data were collected using questionnaires administered through online and face-to-face survey. A total of 906 responses were received from the online (N = 778), hypermarkets (N = 93), and fish market (N = 35) sources. Descriptive and empirical analyses were performed to the survey data. Findings from the preference model suggest that nationality, habit, freshness (perceived as quality), taste, household size, income, and education are significantly influencing the purchasing frequency of seafood. While consumer attitudes and control beliefs (i.e., facilitating conditions) are significant in the intention model, the hybrid model identifies additional significant variables such as past and current consumption behavior that influence consumers’ intention of seafood purchase. The findings will enable seafood firms and the concerned authorities to formulate appropriate management and marketing strategies.",
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