Paper Details

The main objective of this study is to determine the impact of buyers' attitude, perceived availability, perceived price, product knowledge, and perceived quality of local feed for ornamental fishes on buyers' intention to buy locally produced feed for ornamental fishes. The data for the study was gathered from 69 customers buying fish feed on regular basis. The study was conducted in Nagpur city, Maharashtra State, India. Data were analyzed using multiple linear regression analysis. Availability and purposive sampling techniques were used for selecting the samples. The results show that three factors viz buyers' attitude, perceived price, and perceived quality are positively and significantly affecting buyers' intention to buy locally produced feed for ornamental fishes. However, two factors viz perceived availability and product knowledge are found to have a negative and insignificant effect on the intention to buy locally produced feed for ornamental fishes. It is also found that buyers’ attitude and perceived quality most influence intention to buy locally produced feed for ornamental fishes followed by ‘perceived price’. The customers were also found to have high intention to buy locally produced fish feed.

Feed for ornamental fishes, attitude, perceived availability, perceived price, intention, product knowledge, perceived quality