Characterization of factors related to buying decisions and preferences for fish consumption in São Paulo, Municipal Market

Abstract

This study was conducted to identify the factors related to
the consumption of fish at the São Paulo Municipal Market.
For this, 100 people were interviewed, 65 women and 35
men. Respondents answered a questionnaire prepared with
open- and closed-ended questions on general characteristics
of the consumer and with regard to fish consumption habits.
Data from the survey were tabulated with spreadsheet
editing software, and from the data, graphs and tables were
constructed. Most respondents were women and lived
in and came from the São Paulo municipality. Half of the
respondents reported rarely going to the market, and those
that go frequently, indicated that the variety and quality of
the products are important factors in the São Paulo Municipal
Market. It was observed that the factors that hinder fish
consumption are the price and the lack of habit of eating
fish. It was concluded that the municipal market is a place
with many choices and good quality fish products, but that
the high price and the lack of habit of fish consumption are
factors that can affect the frequency of consumption.