FISH AVAILABILITY AND CONSUMER PREFERENCE IN BATTICALOA DISTRICT IN SRI LANKA

Fishes are the primary source of animal protein more than 70% Sri Lankans population depends on fish product for fulfill their daily protein requirement. In 2013, per capita fish consumption was 40.4 g/day. Fish consumption varies among consumers and it determined by many factors, including socio-demographics and fish availability in the local market. To determine the availability and frequency of fish occurrence in local and urban markets, as well as other factors associated with the choice of fish, a market survey was conducted in the Batticaloa district in the Eastern Province from December 2013 to October 2014, covering the 12 urban and rural markets. Fish species, frequency of occurrence (in percentage), and overall fish availability were recorded by direct observation. Consumer preferences regarding fish species were collected via customer interviews (n= 150). Carangidae (85%) and Sphyranidea (80.5%) were frequent among rockfish species in both dry and rainy seasons in urban markets. Among shore species Clupeidae (95.5%) and Leionathidae (83.5%) were found in both urban and rural markets in all seasons. Rockfish was the most preferred (75%) among middle class consumers. In local markets, most consumers (78%) preferred shore fish because it was cheapness, and availability throughout the year. However, urban consumers did not share this preference; only 20-25% of urban consumers preferred shore fish. It was noted that religious and cultural factors influenced fish consumption in rural and local markets. Further, the markets witnessed reduced economic activity when they were closed during certain months (i.e., June to August) due to lower number of fish consumers.