Browsing Master's Thesis in Fisheries and Aquaculture Management and Economics by Issue Date
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- Browsing Master's Thesis in Fisheries and Aquaculture Management and Economics by Issue Date
Browsing Master's Thesis in Fisheries and Aquaculture Management and Economics by Issue Date
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Le, Chi Cong (Master thesis; Mastergradsoppgave, 16-May-2010)[+][-]
Abstract: The main objective of the thesis is to explore and test the roles of attitude, preference conflict, norms and family identity in explaining intention/behavior toward fish consumption in Vietnamese families. This study utilizes a theoretical framework based on the Theory of Planned Behavior, but more focused on some other variables (ambivalence, family conflict and identity) in an extended model. The study reveals that attitude, family conflict, and family identity influence intention, while family norms factor do not exhibit a direct relationship with the intention to consume fish in Vietnam. In addition, ambivalence was negatively correlated with attitude, while interpersonal conflict was unrelated to attitude. Moreover, although social variables seem to be of vital importance in predicting attitude, only family identity and attitude enjoy positive correlation with high statistical significance. Family norms have a low impact on attitude while family conflict has no significance in predicting attitude towards fish. Also, family norm and family conflicts were mutually related. Further, the result does not support the hypothesis that family identity represents a moderator in the family norm-intention relationship. Finally, intention to eat fish is highly positively correlated to behavior to consume. However, there is no direct relationship between family identity and fish consumption behavior. The results of this study will shed some light on discovering the role of attitude, preference conflict, family norms, and family identity in explaining intention/behavior toward fish consumption in Vietnamese families. It will allow academics to better understand the complication of social variables and further develop future research in this area. Keywords: Fish consumption; attitude; preference conflict; ambivalence; family norms; family identity. URI: http://hdl.handle.net/10037/2533 File(s) in this item: 1
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Nguyen, Hai Anh (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: The establishment of the Nha Trang Bay Marine Protected Area (NTB-MPA) in the Southern coastal of Central Vietnam in 2002 focused on two main purposes: to reserve and manage the biodiversity environment within the MPA areas; and, to enhance the local communities’ life-conditions by providing the alternative livelihoods. To assess the efficiency of an MPA management process, it needs the understandings in what extent and how the perception from stakeholders about the goals of the MPA establishment and management process was. Much has regarded such perceptions with the complication. This study provides an example in analyzing the stakeholders’ opinions of the MPA goals through the performance indicators by applying Analytic Hierarchy Process (AHP). The options from stakeholders were investigated by the mean of a pairwise comparison survey. The results show that by all stakeholders, there was a little homogeneity in weighting the priority of the NTB-MPA objectives in improving the local communities’ livelihood. The objectives of the NTB-MPA management process in preserving the biological resources receive the quite similar opinions from all stakeholders in ranking their priority. The other conclusion is about the failures in enforcing the regulation of “banning trawlers in the water within and around NTB-MPA” together with the great requirements for enhancing the available sources of information about the MPA. The major challenge for NTB-MPA management process was the possible conflicts between the groups of stakeholders, which were more popular than those among individuals from each separate group of stakeholders regarded as within-conflicts. Especially, the within-conflicts appear mostly amongst 2 key stakeholders: fishermen and local households. Key words: AHP, Multi-criteria analysis, Stakeholder, Performance indicator, NTB-MPA. URI: http://hdl.handle.net/10037/2544 File(s) in this item: 2
Thesis_Hai Anh.pdf (1.973Mb)thesis.pdf (490.2Kb) -
Nguyen, Xuan Truong (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: This study investigates the level and determinants of technical efficiency for a sample of gilnnet fishing vessels operating in Da Nang in 2009 by using a stochastic production frontier, which involved the simultaneous estimation of a translog stochastic frontier model and a model for vessel-specific technical inefficiencies. Furthermore, the other important determinants of this fleet were also examined such as the output elasticities, marginal productivities of inputs, and returns to scale. The data on per-month average variable costs and revenues, number of gillnet sheets, vessel size, engine power, vessel age, number of net-contributors, experience and education levels of the fishermen, and vessel ownership were used in the production frontier analysis. The empirical results suggest that the effects of technical inefficiencies were found to be considerably significant in explaining the differences in individual vessel efficiencies. The mean technical efficiency for the sample vessels is estimated to be a relatively low, 0.76, implying that this fleet has potential to improve the productivity at least in the short-run, given the availabilities of their technology and resource conditions. The analysis also demonstrates that engine power, vessel size, net-contributors, and owner-operated vessels were found to impact positively on vessel efficiency, although the vessel-size and owner-operator effects were insignificant. Whereas, vessel age has a strong negative effect on technical efficiency, and it may seem strange when this analysis suggests that the experience and education level of fishermen also has a negative side as well, even if the effect of fishermen’s education level was found to be insignificant. URI: http://hdl.handle.net/10037/2583 File(s) in this item: 1
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Phan, Thi Kim Lien (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: The study investigates tourist’s motivation with a segmentation approach in order to give an understanding of the theory of motivation in general and the motivation factors influencing consumer decision making in a tourism context in particular. The segmentation based on motivation, which was supported by a factor-cluster analysis, was carried out on a primary survey of 446 international tourists visiting the city of Nha Trang, Vietnam in order to identify tourists segments. The research findings identified two tourist segments based on motivation, referred to as “Traditional Tourists” and “Nightlife and Positive Recommenders”, with social and intellectual motives found as the strongest motivations. There are significant differences found between the two segments in perceptions of activities, satisfaction, and intentions of revisitation and recommendation of the destination to others. The findings of the study indicate that the Nightlife and Positive Recommenders segment has trends higher than those of the Traditional Tourists segment in terms of all factors found, perceptions of activities, satisfaction, recommendation the destination to others and revisit intention. Based on the findings of the study, some policy recommendations are given to the local tourism marketers and managers in order to develop the local tourism industry appropriately. URI: http://hdl.handle.net/10037/2586 File(s) in this item: 1
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Nguyen, Van Quang (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: This research estimated the technical, scale efficiency and its determinants of four-eye sleeper (Bostrichthys sinensis Lacépède, 1801) poly-culture in Nghia Hung district, Nam Dinh province, Vietnam. A nonparametric DEA approach were applied to evaluate technical and scale efficiency of farm level using input orientation DEA model. The study was based on the cross sectional primary data collected from 70 four-eye sleeper poly-culture households in Nghia Hung district, Nam Dinh, in 2009. The mean technical efficiency under CRS and VRS as well as scale efficiency were 86.44 percent, 90.24 percent and 95.66 percent, respectively. The difference between TE under CRS and VRS showed that the scale inefficiency existed. Regression analysis was used to investigate relationship between technical super-efficiency as a function of explanatory variables which included age, experience and education level of farm operators, stocking densities of fingerling and tiger shrimp, feed ratio and access into institutions as tranning course and credit. The regression analysis results showed that technical efficiency was influenced positively by experience and the number of year going to school of farmers, the farmer with higher experience and education will be more efficiency performance in aquaculture. Fingerling stocking density was also found positively significant impacted on technical efficiency while feed ratio measured in total feed cost to total four-eye sleeper output influenced negatively significant technical efficiency. Moreover, the empirical results were also found that the number of attendance times in training course of farmer effected positively significant on technical efficiency. The more number of times attending to training course of farmer is, the higher technical efficiency score the farmer will get. However, the others variables as age of farmer, tiger shrimp density stocking and debt ratio (credit) were not found statistically significant impact on technical efficiency in the sample farms. Keywords: Data envelopment analysis (DEA), technical efficiency, four-eye sleeper poly-culture, Nghia Hung, Vietnam. URI: http://hdl.handle.net/10037/2570 File(s) in this item: 1
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Nguyen, Thi Trang Nhung (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: Planning, implementing and managing MPA not only requires attentions to biological issues which influence the performance of MPA but also to social and economic aspects that can greatly affect the outcome of MPA implementation. This study used data from logbook program over 4 years and face-to-face interview to explore the effectiveness of Cu Lao Cham MPA which is one of 4 MPAs in Vietnam through the performance of ecological (CPUE), economic (income from fishing) and social (perception to the MPA objectives) indicators. Result of study has indicated linkages between ecological, socio and economic issues which often give an insight to direct and immediate feedbacks to MPA and despite the various of problems in management of Cu Lao Cham MPA such as poaching, poor and ineffective enforcement, sustainability…., the performance of ecological, economic and social indicators in this study showed that Cu Lao Cham MPA has achieved a significant amount of success and is one of the few well-managed marine protected areas in Vietnam. This study has also identified a number of indications that the coastal fishery of Cu Lao Cham could be on a transition towards becoming a viable, sustainable characteristic of better-established tropical marine protected areas. URI: http://hdl.handle.net/10037/2539 File(s) in this item: 1
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Suneth Jayampathi, R.P.S. (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: The primary purpose of this study was to identify market segments based on personal values, values and lifestyles, environmental concern, fish welfare concern, ethical concern for fish farming and health involvement. A self-administrated questionnaire was conducted on a convenience sample of 209 Vietnamese consumers. It was designed to investigate consumers’ concern for issues used as segmentation basis together with variables used in profiling the segments. The measurement scales used in this study were selected or adapted from validated scales found in the literature. Three segments were identified: the Environment and safety concerned (37 per cent), the Unethical (36 per cent) and the Farmed fish concerned (27 per cent). Attitudes toward wild fish, norms to eat wild and farmed fish, willingness to pay and gender were most important in profiling differences between clusters. The findings indicated that from a marketing point-of-view, wild and farmed fish industries may face some ethical problems in this part of the Vietnam market (Nha Trang area). But this concern is not really ethical oriented, aroused due to their health and quality expectations. Environmental issues could also be used to position fish products in Vietnam to some extent. The results may help fish farming companies and marketers to find their target groups among the consumers, based on personal values, lifestyles, health involvement, environmental and fish welfare issues. Keywords: Values, fish farming, segmentation, fish consumption, Vietnam URI: http://hdl.handle.net/10037/2569 File(s) in this item: 1
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Nelka Rajani, Pemattuge (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: The primary purpose of this study was to investigate the consumers’ values and the difference in consumption, attitude and intention to consume wild fish versus farmed fish in Vietnam. Second, it aimed to investigate the relationship between values, attitudes and intention to consume wild versus farmed fish by applying value-attitude-behavior model. The measurement scales used here were adapted from previous studies found in the literature. The survey was conducted in Nha Trang, Vietnam, among convenience sample of 206 respondents. This study found that personal values are very important to the consumers. Environmental issues related to food/fish consumption found to be quite important while animal welfare issues were not important to them. They had significantly high attitude and intention as well as consumption of wild fish than that of farmed fish. The beliefs of quality and availability of wild fish was significantly more positive when compared with farmed fish. Structural equation modeling identified that environmental concern of the consumer and benevolence values were significantly related to positive attitudes towards wild fish consumption while universalism values had non significant, high positive impact, suggesting that more people are concerned about these issues, the more positive attitudes they have towards wild fish. However, their concern about fish welfare issues found to be negatively related with attitudes towards wild fish consumption. All these values were non significant in determining attitudes towards farmed fish consumption. The explained variance of the attitudes towards wild and farmed products from the values, however, found to be less. The study found that beliefs of quality and availability were significant predictors of attitudes towards both products than the welfare and sustainability issues. The findings indicated that from a marketing point-of-view, wild fish products can be appeal to environmental and welfare concern, personal values as well as attributes beliefs level of the consumer, while demand for the farmed fish products can be enhanced mostly by appealing to the attitudinal beliefs based on the attributes. The study provides useful information for fish farming and marketing companies as well as environmental policy makers. From a theoretical point of view, this study partially confirms the Value – Attitude – Behavior relationship model (VAB). URI: http://hdl.handle.net/10037/2536 File(s) in this item: 1
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Cao, Thi Hong Nga (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: Since the 1990s, Vietnam’s government has made great efforts to develop the offshore fisheries development program. Study on the economic efficiency of the offshore long-line fishery is needed to evaluate and improve the program’s effectiveness. This thesis presents findings based on survey data collected through a representative sample of 37 registered offshore vessels operating in the Vietnam’s Exclusive Economic Zone and in the international waters. The empirical results show that excluding the government fuel subsidy, the owner of an average long-liner earns a profit of 63.363 million VND - equivalent to profit margin of 7.5% and return on investment of 16.0%. With subsidies, profits increased to 93.111 million VND and the two corresponding economic ratios also went up to 10.6% and 23.5%, respectively. This paper also discovered that the fishery in 2008 was less economically efficient than in 2004. However, the average monthly crew share is 1.8 million VND, higher than the average income per labor working in the gill net fishery in Khanh Hoa Province. A closer inspection of the economic data reveals that direct subsidy to compensate partly for fuel costs increase affected the overall fishery. Furthermore, this study provides evidence to support why an average longliner is still able to generate profits in the open access regime if vessels can capture more cost efficiency while the average revenue of relative standardised effort for all vessels is the same. Finally, this study also demonstrates, the surprising result, that the vessel group with the biggest engines, larger than 150 hp, are least cost efficient, whereas the vessels with the smallest engines, less than 90 HP, are most cost efficient and have the highest return on investment. URI: http://hdl.handle.net/10037/2520 File(s) in this item: 1
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Akter, Shamima (Master thesis; Mastergradsoppgave, 17-May-2010)[+][-]
Abstract: Since 1997, development of white leg shrimp farming in Vietnam has attracted considerable attention due to its high export potential. Therefore, it is now necessary to assess the annual efficiency performance of white leg shrimp farms in order to improve Vietnam’s aquaculture policy. This paper based on a character sample of 61 white leg shrimp farmers in Khanh Hoa province, representing about 13.2% of such farmers in Khanh Hoa, Vietnam. Using an output-oriented VRS Data Envelopment Analysis, the standard efficiency was measured and then regressed to the farmer characteristics and production environment to identify the determinants of technical efficiency for those farms. The empirical results suggest that socio-economic factors such as education and experience are positively related and experience more significance than education, to the efficiency of white leg shrimp farmers. Some environmental factors, such as more distance from a channel, imply worse results for efficiency in white leg shrimp production. Financial factors, such as the proportion of total costs relative to total income, the proportion of variable costs relative to fixed costs, sales margin and return on asset have a positive effect on efficiency of the farmers. In addition, comparing the technical efficiency results of planned farms and unplanned farms, groups near to the channel and far from the channel, farmers who have a water keeping pond and those who do not have a water keeping pond, it was seen that the unplanned, far from the channel, and non-water keeping pond farms were less efficient than their counterparts. Therefore, this study suggests that there is a strong incentive for planned aquaculture. As it was seen that water sufficiency is necessary for efficient farming, additionally, it is better for a farm to be near the channel. If, however, it is far from the channel, a water keeping pond without culture is recommended. Moreover, having more experience in a cultured system was also suggested as a way to have the desired increase in productivity. Finally, further study about congestion problems, which have not been dealt with in this study, is recommended. URI: http://hdl.handle.net/10037/2518 File(s) in this item: 1
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Vu, Thi Hoa (Master thesis; Mastergradsoppgave, 18-May-2010)[+][-]
Abstract: The purpose of this paper is to examine the applicability of preference-based segmentation for a broad array of meals and food categories in the context of teenagers in Vietnam. A convenience sample of 413 Vietnamese teenagers in secondary and high schools provided an evaluation on the preference of 30 items of food categories and 36 common meals was collected based on structured questionnaires and then used as inputs for the analyses. A five-cluster solution for the food category segmentation is defined: fish haters, eggs haters, shellfish haters, vegetables haters and food likers. Four distinct preference-based meal segments are also identified namely likers of all meals, haters of poultry meals, haters of seafood meals and haters of pork meals. The segments are profiled by means of food consumption, social and family related attitudes, interest and lifestyle and socio-demographic variables. The findings indicate that there are distinct and interesting differences between these segments. Thumbnail sketches of the teenager segments enable food producers and meal suppliers to make better and more informed decisions in terms of effectively targeting different market segments. . Keywords: Food preferences, segmentation, attitude, lifestyle, demographic, teenagers URI: http://hdl.handle.net/10037/2587 File(s) in this item: 1
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Ninh, Thi Kim Anh (Master thesis; Mastergradsoppgave, 31-May-2010)[+][-]
Abstract: The study examines the relationship betweens convenience food and seafood consumption in Vietnam through a replication and an extension of studies of Rortveit and Olsen (2007; 2009). The main purpose of this study is to give an understanding of the role of consumers’ satisfaction, consideration set size, variety seeking, and convenience in explaining seafood consumption behavior in Vietnam. URI: http://hdl.handle.net/10037/2584 File(s) in this item: 1
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Possible economic impact on coastal fish stock resources in Bangladesh in the case of climate changeHabib, Ahasan (Master thesis; Mastergradsoppgave, 08-Jun-2010)[+][-]
Abstract: The Bay of Bengal fishery in Bangladesh is the most important and the predominant fishery in the country. Effort data from 1985-1986 to 2007-2008 is standardised to a standard year 2007-2008 (fish trawler) vessel and standardised effort has together with catch data been used to calculate the parameter values for the Gordon-Schafer surplus production model. The parameterised models are used to estimate the biological parameters, maximum sustainable yield, maximum economic yield and open access equilibrium. The analysis indicates that present level of effort in the fishery is very close to the level of maximum sustainable yield (of about four thousand tonnes), but increase in cost and population related to recent changes in fishing pattern may show this situation is unsustainable. The model results are not pointing at any severe biological overfishing. But, on the other hand, economic overfishing started several years before. The model has also been studied under nine climate scenarios where assuming each represents possible climate change consequences. Similarly the output of three reference equilibriums have been studied for each climate scenarios.The paper analyses the potential of climate effects for changing the intrinsic growth rate, carrying capacity, profitability by the Bay of Bengal fisheries. URI: http://hdl.handle.net/10037/2528 File(s) in this item: 1
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Nguyen, Ngoc Duy (Master thesis; Mastergradsoppgave, 10-Jun-2010)[+][-]
Abstract: Vietnam’s policy was to shift the fishing pressure from onshore to offshore water since the coastal resource has been overexploited, and a program of investing offshore vessels has thus implemented since 1997. The question raised is whether the offshore fishing fleet is profitable and efficient or not? This study aims to evaluating economic performance and efficiency of the offshore fleet in Vietnam – the case of the Nha Trang gillnet fishery in open access condition, based on a costs and earning survey carried out on the 58 offshore vessels. The empirical results indicate that an average gillnet vessel earns a gross margin profit of 17.3% and a profit margin of 3.8%, but makes an economic loss, including the government fuel cost support. The average annual crew income is 74.5% more than the local average income per capita. Efficiency analysis of the vessels basing on an application of the Salter-diagram shows that the large number of vessels with high relative standardized effort (above one) is the most cost efficient vessels in both short- and long-run perspectives. The majority of them get intra-marginal rents. The government fuel subsidies help to increase 17.5% for gross cash flow and 36% for profit in an average vessel. The small-scale vessels receive the most benefits from these subsidies. The study also demonstrates that engine capacity, fishing gear and fishing day are the factors best reflecting fishing effort of the vessels. URI: http://hdl.handle.net/10037/2547 File(s) in this item: 1
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Zhang, Xiao (Master thesis; Mastergradsoppgave, 12-Jun-2010)[+][-]
Abstract: In the past ten years, China has developed to be one of the most important countries of fishery production field. Annually Chinese fishery products is increasing . In 2009 the total fishery production is 50.4 million tones.(China statistical reports,2009) As the same rate as the increase economy, the sharply development of fishery production is also remarkable. But there are serious problems behind the promising surface. The conflicts between the economic development and ecological and environmental declaration are becoming prominent. The most serious situation is in Yangtze River basin. According to a Chinese governmental report, the total annul aquatic production in Yangtze River is about 20% of total national fishery production. But from the latest 20 years, the fishery biomass situation is continue damaging. How to fix Yangtze River ecosystem is the top priority in fishery management. And how to deal with the fishery of Yangtze River is also the main problem of Chinese freshwater industry. Chinese government has authorized many measures and policies in the last 10 years, but the situation became even worse during this period. Because of the historical and political reasons. Chinese academic levels in fishery economics and management is limited, and the fisheries research is not given enough priority. There is hardly any effective research on Yangtze River fishery resources today. At a global level , a new term is becoming quite popular, within the field of fishery management namely ecosystem-based fishery management. Many foreign countries has implemented this theory into practice and also FAO support this theory as the most important management theory in fishery in the future.(FAO, 2005) The same as many other new theories, there are so many disputes and controversies on this theory. Problems often pointed at are shortage of data and poor knowledge, the theory is still not fully developed. Based on the investigation of the formal management failure in China. We figure out that may be the ecosystem-based fishery management can save the environment and fishery resources in Yangtze River. We are going to analysis the main principles, goals and policies for the fishery management, which is the original in Yangtze River academic research. Good theory needs to be tested by facts. Based on the theory of EBFM in Yangtze River, we chose a small island in Yangtze River to implement the theory . According to the local conditions and new development perspective, we chose Jiangxin island of Nanjing as a research field. We gave management advices for this island and hope it can be a good example that balance the environment profit and economic benefit. This paper will be a operation advices give to the development company of Jiangxin island for the implementation of ecosystem based fishery management on that island. URI: http://hdl.handle.net/10037/2567 File(s) in this item: 1
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Tran, Thi Ai Cam (Master thesis; Mastergradsoppgave, 15-May-2011)[+][-]
Abstract: The first purpose of the thesis is to find how visitors evaluate the quality of different facets or attributes of a destination image of Nha Trang, how satisfied they are with Nha Trang, loyalty intention to revisit and willingness to recommend Nha Trang to others. The second is to investigate what “image” is most important to explain global satisfaction with visiting Nha Trang. The third is to investigate how perceived quality, satisfaction and other motivational or dismotivational factors (e.g., demographic characteristics, variety seeking) influence loyalty intention to revisit and willingness to recommend to others. The survey was conducted in Nha Trang, Vietnam, with sample of 201 respondents. This study found that local food, environment and culture & social factors are attractive to tourists while tourist leisure & entertainment and infrastructure & accessibilty factors are not attractive to them. Tourists felt satisfied with visiting Nha Trang, they have intented to recommed higher than to revisit. Moreover, the study found that perceived quality and variety seeking are significant and positive related to satisfaction, age had a negative influence on satisfaction and intention to revisit, and satisfaction is significant and positive related to intention to revisit and recommendation. URI: http://hdl.handle.net/10037/3782 File(s) in this item: 1
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Tang, Thi Hien (Master thesis; Mastergradsoppgave, 15-May-2011)[+][-]
Abstract: To develop effective capacity management programs, it is significant to evaluate and control the fishing capacity and its utilization in order to reduce overcapacity and excess capacity and create a stable development of marine resources. This study estimate fishing capacity and capacity utilization (CU) for the multi-species small- scale trawlers in Nha Trang, Vietnam. Data were collected through a survey of 65 small-scale trawler owners in two years 2005 and 2006. Using a mathematical programming approach - data envelopment analysis (DEA), the results from this study show that most of vessels in Nha Trang were operating at less than their full capacity and there was excess capacity in the trawl fleet. Based on these findings, some policy implications for trawl fishery management in Nha Trang are also provided and discussed. . URI: http://hdl.handle.net/10037/3784 File(s) in this item: 1
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Doan, Van Bay (Master thesis; Mastergradsoppgave, 15-May-2011)[+][-]
Abstract: This research applied value chain analysis to represent activities of participants and their linkages in Black tiger shrimp culture industry in Hoa Binh district, Bac Lieu province, Vietnam. Actors involved in shrimp farming practice from farmers, collectors, wholesalers, feed and veterinary medicine enterprises, processors, to hatcheries, and nurseries were interviewed by separate questionnaires. A total sample size of 71 surveyed households were conducted and analyzed for this research. Results presented a map of actors, costs and margins, employment distribution, advantages and disadvantages of each level. Farmers, collectors, wholesalers and processing companies are four main actors which contributed directly to shrimp production and effected to the commercial value, and shrimp price. Hatcheries, nurseries, feed and veterinary medicines enterprises impacted indirectly to the economic efficiency and the value chain development orientation. Especially, small-scale farmers are the weakest and the most vulnerable actor in the value chain. The processing companies increase added value about 18%-26% and get the opportunities and benefits from trade better other actors. To upgrade this chain, shrimp farming clubs or farmers’ associations should be established in this district. They need to link to other actors with contract systems to meet the market demands and ensure sustainable development of shrimp industry. URI: http://hdl.handle.net/10037/3773 File(s) in this item: 1
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Pethiyagoda, Niyomi Ayesha (Master thesis; Mastergradsoppgave, 16-May-2011)[+][-]
Abstract: The primary purpose of this study to understand how the consideration set size affect for consumption frequency of fish in Sri-Lanka. Consideration set size of fish is considered to be affected by consumer attitude, convenience orientation, and consumer knowledge in Sri-Lankan context. Thus, the second objective was to investigate how consumer attitude, knowledge, convenience orientation, variety seeking tendency and price consciousness affect the formation of consideration set size. Based on that, it aimed to suggest a marketing strategy implication for food marketers, in addition with strategy implication for increasing fish consumption. The proposed conceptual frame work was used to achieve the objectives in this study. Thus, the proposed model consisted with the constructs of attitude, knowledge, convenience orientation, variety seeking tendency and price consciousness. This thesis was an extension of Rortveit and Olsen (2007: 2009) study with the inclusion of additional antecedents of variety seeking tendency and price consciousness. The questionnaire survey was carried out in Galle district in Sri-Lanka with the convenience sample of 250 respondents. The measurement scales used here were adopted from previous studies found in literature. The confirmatory factor analysis and structural equation modeling in Amos 16.0 were used as statistical analysis tool. It was found that significant positive relationship between consideration set size and fish consumption frequency as a main hypothesis. Further, this study has found significant positive relationships between knowledge and consideration set size, between variety seeking related to personality and variety seeking related to food and between convenience orientation and consideration set size, while having insignificant relationships between knowledge and fish consumption frequency, and between variety seeking related to food and consideration set size. Surprisingly, attitude has an insignificant effect on both consideration set size and the consumption frequency of food. The main reason for this problem is skewneess of the data set. The study found that that belief of sensory aspects, health and convenience were significant predictors of attitude toward fish. Further this study revealed that price consciousness related to food has a negative significant impact on consideration set size. These findings indicated that from a marketing point of view, being chosen is effected by the size of the consideration set size, food marketers should advocate that consumers consider many kind of fish products in choice occasion. As shown by the study, set size can be increased through the consumer knowledge variable. In such a condition, manufacturer must tend to put in to consumer education which will lead to have a positive impact on consideration set size. From the theoretical point of view, this research contributed to fill the gap in the consumer consideration literature in general, but also to the literature trying to explain fish consumption in Sri-Lanka. A limitation of this study is that the relationship between the consideration set size and the consumption was only tested for the size dimension of the consideration set. Further more, sample is relatively small and they are not statistically representative to the total population in Galle district or Sri-Lanka. Therefore, the results could not be generalized to Sri-Lanka. Keywords: Consideration set size, attitude, convenience orientation, knowledge, and variety seeking tendency and price consciousness, fish consumption, Sri-Lanka. URI: http://hdl.handle.net/10037/3786 File(s) in this item: 1
thesis.pdf (509.6Kb) -
Salpage, Nesha Dushani (Master thesis; Mastergradsoppgave, 16-May-2011)[+][-]
Abstract: The primary purpose of this study was to explore the role of variety seeking behaviour towards fish consumption frequency. Second, it aimed to investigate how personality related factors; variety seeking tendency (related to food and personality) and perceived behavioural control affect the nature of variety seeking behaviour. Third, to investigate how product and motivational related factors; attitudes, health involvement and perceived risk affect the nature of variety seeking behaviour and fish consumption in the Sri Lankan context. In line with Hoyer and Ridgway (1984) proposed framework, a conceptual framework was developed with the constructs of variety seeking behaviour, variety seeking tendency (related to food and personality), perceived behavioural control, attitudes, health involvement, perceived risk and fish consumption frequency to achieve the objectives. A questionnaire survey was conducted using a convenience sample of 250 consumers in Galle in Sri Lanka. The items used to measure the constructs were either taken or adopted from the previous research studies. Confirmatory factor analysis and Structural Equation Modeling in AMOS 16.0 were employed to analysis the data. This study found that variety seeking behaviour plays a vital role in fish consumption frequency among consumers. The findings confirmed the theory that variety seeking tendency as a general personality trait positively influences the variety seeking tendency related to food (VST Food) while specific VST Food showing a significant effect on fish consumption frequency. Health involvement was found to be positively significant with fish consumption frequency as well as with the VST Food while having an insignificant relationship with the variety seeking behaviour. Conveneinec/ availability, price/ value and knowledge were not significant indicators of perceived control. Nevertheless, PBC and perceived risk act as a barrier for variety seeking behaviour. However, the effect of perceive risk on the fish consumption frequency was negligible. Surprisingly, attitudes did not have a significant impact on either fish consumption frquency or variety seeking behaviour. The main reason for this is probably skewness of the data set. Practical implications drawn from this research are that fish marketers should tap the consumers’s intrinsic desire for variation through providing different fish species in to the market place. Further, it is suggested that providing information on the most commonly eaten fish species by the government authorities through mass media will reduce the perceived risk and PBC associated with variation of fish and stimulate the health involvement towards variation of fish consumption. This research has contributed to fill the gap in variety seeking behaviour literature in which specifically incorporating effect of both personal related and product/ motivational related factors. This research was based on a convenience sample of consumers which did not represent the whole population, thus the results could not generalize to Sri Lanka. Future research should uncover additional individual and product related factors and their interactions which may relevant to explain variety seeking behaviour. Keywords: Variety seeking behaviour, variety seeking tendency, health involvement, PBC, attitudes, perceived risk, fish consumption frequency, Sri Lanka URI: http://hdl.handle.net/10037/3775 File(s) in this item: 1
thesis.pdf (884.7Kb)
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