Tilapia consumption patterns and consumer preferences: Predictors and perspectives of consumers in Ghana.

The objective of this study was to assess consumer behaviour towards tilapia and tilapia products and provide information linking production with consumption patterns and preferences as well as to predict factors that influence consumer preference, purchase behaviour, and willingness to patronize tilapia fillets using classification and regression trees. A total of 960 responses were obtained using convenient sampling. The findings of this survey indicate that tilapia is eaten mainly because of its taste. Regarding the various cooked tilapia options available in Ghana, 58.5 % preferred charcoal-grilled tilapia while sixty-six per cent (66 %) preferred to purchase their tilapia in the fresh state. Furthermore, sixty-five per cent (65 %) of the participants revealed that they consume tilapia at least once a month, indicating a link between production and consumption, as well as a continuous market for tilapia fish farmers. Most respondents (85 %) would prefer an easier way to prepare tilapia. The availability of tilapia in a fillet form appealed to about 50.8 % of respondents with 78 % indicating that they would purchase tilapia fillets if they were available on the market. For the parts of tilapia consumed, 70 % indicated that the head of tilapia was important to them and only 49 % of respondents indicated they would buy fillets without the head. The top three preferred fillet options in increasing order were chilled, frozen, and spiced. From the study of associations, income was the most important factor determining whether a consumer would purchase tilapia fillets or not. However, with regards to preference of head or tail region, age was the most important determining factor. Thus, consideration of all these factors would serve as a guide to businesspeople and actors within the tilapia value chain in Ghana and beyond.