Customer and Competitor Awareness Index for Fish Marketing Agents
DOI:
https://doi.org/10.66132/mr2101Keywords:
Competitor awareness, Customer awareness, Fish marketing, Wholesalers, RetailersAbstract
The present study examined customer and competitor awareness among fish marketing agents of selected freshwater fish markets in the Nadia district, West Bengal. The study area was chosen for its fish production and diverse fishery resources. The competitor awareness index and customer awareness index were constructed from respondents' scores on a 0–2 scale and expressed as percentages of the maximum obtainable score. The results of the study showed that, among wholesalers, better and reasonable prices, good marketing capabilities, loyalty, and selling fish on credit ranked highly in the competitor awareness criteria. In contrast, the availability of good-quality fish and better and reasonable prices dominated the customer awareness criteria. Moreover, among the retailers, good marketing capabilities, availability of high-quality fish, and reasonable prices were prominent in the competitor awareness criteria. In contrast, better and reasonable prices, marketing capabilities, and satisfied behaviour/attitude were most important in the customer awareness criteria. The findings indicate that both economic and relational attributes shape market positioning in freshwater fish marketing systems.
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