چكيده لاتين :
In Iran, carp is widely sold and used in its fresh, although a range of
added value products may also be observed. The common carp and the three
Chinese species are often reared in polyculture ponds. Since, the 1970s carp
farming has spread along the Caspian Sea coasts, followed by other provinces, and
farmed production reached a peak in 2004 with production of more than 60,000
tonnes. Rapid expansion of carp cultivation has been followed by marketing
problems in recent years. Consumer and market-related data to develop effective
marketing strategies are essential to the growth of the carp farming industry in
Iran. A questionnaire was prepared concerning personal information of respondents
and their preferences for carp consumption. A face to face interview
was carried out with 357 individuals randomly selected in Tehran province. Due to
the comparatively small sample size of interviews, to obtain qualitative data,
complementary study was also conducted using an unstructured questionnaire.
Results showed younger group preferred ready meal and demanded for a variety of
products. It was found, to increase carp consumption a rise in income and decline
in price of carp products will affect more older groups, larger family size and
educated people. The study also showed a significant difference between locations
and consumption behaviour (which related to socioeconomic, different aspects
such as income, educational level, job and family status) this difference may be
expected to affect seasonality of consumption. It seems increases a variety of
product in markets, a rise in income and price decline may increase all year round
fish consumption.
