Feasibility of Designing Coastal New Market in Types of Bony Fish in Mazandaran Province

Traditional markets of bony fishes, the low proportion of fishermen from fishing and against, unfavorable market conditions and the high price in fish markets are major problem in Mazandaran Province’s fish market. In this market, consumer dissatisfaction and fishermen simultaneously, has created major problem for policymakers. According to consumer interests and the elimination of waste intermediate will be one of the most important factors to improve performance and market share, producer (fisherman). Designing coastal markets and selling fish caught, In addition to providing fresh fish and healthier for the consumer, will create more satisfactory to the attractiveness of these coastal markets. On this basis, this study explores the feasibility of the coastal market in types of bony fish in the province in 2012. For this purpose, 684 questionnaires to a two-stage cluster sampling between coastal and non-coastal provinces were collected. The results of the Logit model analysis indicated that in the coastal market of white fish, mullet and carp, At best; consumers are willing to pay the 16.418, 16.657 and 13.197% more than average prices. Also at worst; they are willing to pay the 7.634, 6.280 and 5.243% more than average prices. In non-coastal markets also showed that in best, consumers are willing to pay for the coastal market, 14.302, 12.590 and 11.185% and at worse they are willing to pay 5.243, 6.02 and 3.995% more than average prices. Therefore designing the coastal market according to reduce transaction cost to wholesale and retail market and for increasing fisherman’s market share will be necessary.