ABSTRACT

This study set out primarily to identify and analyze consumer's preference of fish species in Owerri West Local Government Area of Imo State of Nigeria. It bordered on the fish preference of Owerri West citizens to other fish forms in the market. The objectives include, among others to investigate fish demand in Owerri West local Government Area; to determine fish consumer's preference i.e. fresh fish, frozen fish, fried fish and smoked fish as well as to reduce fish spoilage caused as a result of low demand of other form of fish. The ultimate aim was to empirically seek ways of promoting the consumers preference fish, in order to check scarcity of preferred fish to consumers. With a sample size of 179 responds, randomly selected among the 18 communities in Owerri West Local Government Area, the study employed questionnaire, personal interview and secondary sources for collection of necessary data. The study revealed that catfish has the highest consumer's preference; also fresh form was observed as the fish form preference. Major problems encountered were reluctance of the respondents to fill the questionnaire. Nevertheless, it was established that fish preference of Owerri West residence were catfish, while fresh state was most preferred form of consumption.