English abstract
Since conventional utility theory does not explain the behavioral factors and attitude behind consumers' preferences and purchasing decision, this thesis aims to determine the various socio economic and behavioral factors in determining the frequency of seafood consumption and the intention to consume seafood (in future) in Oman, It also researches how consumers in Oman perceive quality of seafood. Using a fusion of the Evoked Set and the Theory of Planned Behavior (TPB), the study was conducted through a survey using a questionnaire. A pilot study was steered before executing the survey amongst the students and staff (comprising of 10 participants) of the Sultan Qaboos University. A total of 906 respondents participated from the hypermarkets (Lulu and Sultan Centre), the Seeb fish market (souq) and the Sultan Qaboos University. The econometric analysis is done using binary choice modeling along with descriptive statistics and inferential statistics. The study revealed that consumers perceived quality primarily as 'freshness' and 'appearance'. Moreover, factors such as nationality, education, household size, and income and habit persistence were significant factors in explaining the frequency of seafood consumption. The intention to consume seafood was significantly influenced by habit (previous consumption frequency), the present consumption frequency along with the attitude towards eating seafood, The results suggest that the seafood industry could create segmentation in terms of seafood for Omanis and non-Omanis since there is a distinct difference in the preferences for the type of seafood among the two groups of respondents. Also, habit was found to be persistent from one time period to another. Respondents carried the preference for and frequency of seafood consumption from the past to the present and also hoped to continue the same pattern in the future. This could lead to habit formation where a diversion in the peoples' preference could be created by encouraging them to try different types of seafood rather than sticking to their favorite. This not only reduces pressure on the usual and general favorite species (e.g. Kingfish), but also creates diversification in peoples' preferences and brings other non-popular seafood species into limelight.
Respondents did not seem to be very much aware of the health benefits of seafood consumption. This is where the role of the Ministry of Health (MOH) and the Ministry of Agriculture and Fisheries (MOAF) comes into play in spreading knowledge, information and awareness about the various benefits of seafood consumption through educational and media related platforms. Quality of seafood needs to be restored and maintained by the use of proper storage and transportation facilities, and also with the use of ice right from the time seafood is caught till they are consumed. Lastly, traceability of seafood is becoming an increasing concern amongst consumers due to questionable quality of seafood being imported from other countries, Moreover, people are still skeptical about farmed/aquacultured fish in terms of their quality. Respondents suggested that seafood could be labeled as wild or farmed. All the more, this information would have some implications on the aquaculture industry which is still facing some skepticism in terms of product safety concerns.
