In this study we apply Analytical Hierarchy Process (AHP) to examine the similarities and differences of the
quality perceptions of different fish market sectors. In order to make this analyse, a hierarchic model of the total quality of
fresh rainbow trout (Oncorhyncus mykiss) fillets was created. The model had seven main criteria and 78 sub-criteria at
different levels. Computer-based interviews were carried out with 18 wholesalers, 20 retailers and 17 representatives of
catering sector. The interviewees attached weight to each element of the model according to their relative importance. The
main criteria were raw material, sensory quality, freshness, safety, nutrition, service and image. Freshness was the most
significant component of the quality of fresh rainbow trout fillet. Among the sectors there were noticeable similarity about
the significance of freshness to the quality. Concerning the other main criteria there were considerable differences in the
quality perceptions. Most components connected with sensory quality, safety and nutrition were seen more important by
catering sector than wholesalers or retailers. Wholesalers considered components connected with raw material and service
more important than other sectors.
Setälä, J., K. Saarni and A. Honkanen. The Quality Perceptions of Rainbow Trout Defined by different Fish Market Sectors. In: Microbehavior and Macroresults:Proceedings of the Tenth Biennial Conference of the International Institute ofFisheries Economics and Trade, July 10-14, 2000, Corvallis, Oregon, USA.Compiled by Richard S. Johnston and Ann L. Shriver. InternationalInstitute of Fisheries Economics and Trade (IIFET), Corvallis, 2001.