Analyzing the Nexus between Personal Values and Consumption Values of Consumers’ Preference for Fresh Fish

Abstract

This study aimed to investigate the nexus between personal values and consumption values towards consumers' preferences for fresh fish. A cross-sectional data of 300 respondents was selected using a multi-stage random sampling procedure. A well-structured questionnaire and personal interview were used to collect data from the respondents. Factor analysis and canonical correlation analysis were conducted to achieve the study’s objectives. Findings showed that females (67.5%) were the majority of respondents, household size ranged between 4-6 persons, and many (76.7%) were married. The mean age was 41 years, and 83.3% were formally educated. The relationship between personal values and consumption values was positive and statistically significant at the 1% level. The study revealed that variables like benevolence, security and self-direction were strongly correlated with emotional and functional values of the first canonical covariates. The study concludes that high benevolence, security and self-direction evoke high emotional and functional values when consumers buy fresh fish. Based on these findings, the study recommends that fresh fish marketers should pay more attention to the price-quality relationship, the performance and content of the product and the quality of packaging, as most respondents place more value on what they consume.