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Bangkok Buyer Decision on Pla Tubtim (Oreochromis sp.)

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  • Pla Tubtim (Oreochromis sp.) was a new fish species for aquaculture in Thailand. It was an improved breeding from tilapia and expected to be a common fish dish for the Thais while being an important source of income earning for fish farmers in this country. Logit model was applied to look for market development strategy for this new species. This model consisted of four parts: experience, perception, preference and choice of the buyers. Buyer decision was significantly affected by preference, information on culture, dish variety, buying convenience, and education of the buyers. Buyers with preference on Pla Tubtim were usually buyers who used to buy this new species for home consumption. Knowing that Pla Tubtim was cultured, buyers were more willing to buy this fish. Dish variety and convenient buying were also important factors of buying decision. This fish was preferable among higher educated buyers. Recommended market development strategies for Pla Tubtim were the promotion of this species in various market outlets convenient for the buyers. Information on this new species in production and in consumption was important. Information on being cultured and cooking variety could promote the sales. Once the consumers had learnt about this new fish and tried it, they were more willing to buy. Market strategies should be availability of information on this new species and convenient access in buying. Target buyers were more likely higher educated consumers.
  • Keywords: Bangkok buyer decision, Fisheries Economics, Aquaculture, preference and choice, Pla Tubtim, experience, perception
  • Keywords: Bangkok buyer decision, Fisheries Economics, Aquaculture, preference and choice, Pla Tubtim, experience, perception
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  • Tokrisna, Ruangrai, Wanlee Charoenwittanadech. 2002. Bangkok Buyer Decision on Pla Tubtim (Oreochromis sp.). Peer Review: No. In: Proceedings of the Eleventh Biennial Conference of the International Institute of Fisheries Economics and Trade, August 19-22, 2002, Wellington, New Zealand: Fisheries in the Global Economy. Compiled by Ann L. Shriver. International Institute of Fisheries Economics & Trade, Corvallis, Oregon, USA, 2002. CD ROM.
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