| Abstract: | Abstract Capitalizing on the rich fishing grounds that populate the coastal waters of the Sultanate of Oman is important in that country's economic diversification. Domestic fish markets have been constrained by consumers5 habits, which show very strong preferences for fresh fish over other processed forms. This study relates fish market and product development to consumer habits, perceptions, income, and other demographic and socioeconomic factors. Educational attainment and rural/urban households demonstrated the strongest relationships to likelihood of Omani fish choice by species and form. Income group, importance of price, and price expectations were significant influences on fish variety and form consumption, as were attitudinal choice characteristics, such as place of purchase, fish product characteristics, and spousal purchasing decision. Rural households and household size affected the odds of Omani consumption of fresh fish negatively. |
