AN INVESTIGATION INTO THE OPINIONS HELD BY CONSUMERS IN CHENNAI REGARDING VARIOUS TYPES OF SEAFOOD

Abstract

A research study undertaken to examine the consumer impression of seafood in Chennai, India. The objective of the study was to investigate the various elements that impact customer preferences, attitudes, and purchasing behaviors in relation to fish goods. Chennai, situated along the southern coastline of India, exhibits a significant cultural and economic association with seafood owing to its close proximity to the Bay of Bengal. The comprehension of customer views within this particular environment holds significant importance for the fish business, sustainability initiatives, and consumer well-being.
 The research utilized a hybrid methodology, integrating both qualitative and quantitative research techniques. The collection of qualitative data involved conducting in-depth interviews and focus group discussions in order to gain a deeper understanding of the underlying attitudes, cultural influences, and beliefs that influence consumers' decision-making processes around seafood consumption. Structured surveys were employed to collect quantitative data from a varied sample of Chennai inhabitants, enabling the statistical analysis of preferences and consumption trends.