ارزیابی مصرف‌کنندگان از کیفیت ماهی در شهر اصفهان

نوع مقاله : مقاله کامل علمی - پژوهشی

نویسندگان

1 دانشجوی کارشناسی‌ارشد گروه فرآوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران

2 نویسنده مسئول، دانشیار گروه فرآوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران

3 دانشیار گروه فرآوری محصولات شیلاتی، دانشکده شیلات و محیط زیست، دانشگاه علوم کشاورزی و منابع طبیعی گرگان، گرگان، ایران.

چکیده

مطالعه با هدف ارزیابی دیدگاه مصرف‌کنندگان شهر اصفهان نسبت به کیفیت ماهی برای اولین بار در ایران انجام شد. این پژوهش توصیفی- پیمایشی با استفاده از پرسشنامه صورت گرفت. نتایج نشان داد به دلیل اهمیت زیادی که شهروندان اصفهانی به کیفیت ماهی قائلند حاضرند مسیر طولانی و هزینه اضافه‌تری را برای خرید ماهی با کیفیت صرف کنند و عمدتا مصرف ماهی در رستوران‌ها را ترجیح نمی‌دهند از نظر آن‌ها ساده بودن روش ارزیابی کیفیت ماهی خیلی اهمیت دارد. توانایی در انتخاب ماهی با کیفیت بالا و عوارضی که بدلیل بی‌کیفیتی می‌تواند داشته باشد را خیلی مهم تلقی می‌کنند. خرید ماهی بسته‌بندی شده را کم ترجیح می‌دهند. آنان احتمال خرید ماهی بی‌کیفیت را از سوی خود زیاد می‌دانند و برای انتخاب، کمی مشکل دارند و مطمئن به انتخاب درست نیستند. به‌طور متوسط در خرید به حرف فروشنده متکی هستند و تبلیغات و قیمت را بطور متوسط نشاندهنده‌ی کیفیت می‌دانند. به‌طور متوسط یخ‌گذاری و به‌ویژه نوع یخ پودری (36%) را در حفظ کیفیت ماهی موثر می‌دانند. مصرف‌کنندگان در اولویت اول انتخاب، 9/53 درصد به حس بینایی خود متکی هستند. بنابراین آموزش و اطلاع رسانی بیش‌تر در مورد شاخص‌های کیفی ماهی می‌تواند در افزایش مصرف آنان موثر باشد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Evaluation of consumers regarding Fish quality in Isfahan city

نویسندگان [English]

  • Sajad Zahiri 1
  • Afshin Adeli 2
  • Alireza Alishahi 3
1 M.Sc. Student of Seafood Processing, Faculty of Fisheries and Environmental Sciences, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran.
2 Corresponding Author, Associate Prof., Dept. of Seafood Processing, Faculty of Fisheries and Environmental Sciences, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran.
3 Associate Prof., Dept. of Seafood Processing, Faculty of Fisheries and Environmental Sciences, Gorgan University of Agricultural Sciences and Natural Resources, Gorgan, Iran
چکیده [English]

This study was conducted to survey the consumer’s opinion of Esfahan residents regarding the fish quality. This study was performed for the first time in Iran. The descriptive survey was done randomly using a questionnaire. Studies showed that the residents of Esfahan prefer to spend more time and energy achieving high-quality fish and like not to eat fish at restaurants. They seek an easy way to evaluate the freshness and quality of fish and the value of the high-quality fish and prevent consuming the low-quality fish because of crucial side effects. Consumers do not like to buy packed fish, but they are not assured themselves to select the high-quality fish and they have to trust the salesmen’s comments and rely on promotion and price. Consumers usually believe in crushed ice to preserve the quality of fish (%36). 53.9 percent of consumers rely on their visual ability to choose the correct one, so training and informing them about fish quality indexes can raise the consumption rate.

کلیدواژه‌ها [English]

  • Quality control
  • Consumer
  • Fish
  • Marketing
  • Iran
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