Modelling purchasing decisions of seafood products : a case study of Mumbai, India

This study investigated the factors affecting the purchase decisions of seafood consumers in selected urban areas of Mumbai, India. The primary data were analysed using binary choice modelling techniques. It was found that taste, religion, size of household and age of family member were significant factors at a 95% confidence level. The Indian seafood industry may find this baseline study useful to encourage further consumer-based research to promote the growth of the domestic seafood market.