Estimating the Demand for Fish on the basis of Lexicographic preferences: A Case Study of Mazandaran Province

Fish is considered as a complete food source in terms of having high-quality protein and fat and also, abundance of minerals and vitamins in it .This study investigate behavior of consumers at the fish market (farmed, seafood and fillets fish) on the basis of Lexicographic preferences. Consumers divided into two categories of deontologist and consequentialist. To achieve the study objectives, a questionnaire was used in 2015 in Mazandaran. The results show that consumer behaviors of deontologist are different form consequentialist and the average income elasticity of deontologist is 1.31 and for consequentialist is 1.16 so fish in both groups is luxury food. Price elasticity of sea fish for people deontologist's people is -0.59 and for Consequentialist is -0.63. Due to the low cost of the price elasticity of deontologist to consequentialist, it appears that in order to consumption pattern gets involved in use price policy is not enough only and policies should be reform and greater attention to product quality and diversifying must be considered.