Comparative of buyers' and sellers' views on Fish market (Case study: Besat market)

The questionnaire was used as a tool to examine the differences between the views of sellers and buyers of fish in the large fish market in Tehran. ...... The Chi-square test was used for the percentage of responses and the Kruskal-Wallis and Mann-Whitney U test to identify the relationship between sociological factors and to compare the two groups studied with mixed marketing factors. The results showed that buyers born in the northern provinces and people with lower age, education and income and without jobs are more sensitive to price and the opposing groups are affected by the place of distribution or sale. Sellers differed from the group of buyers in terms of price and location.., Fresh fish was the most important factor in shopping. Contrary to the sellers' view, the fish price was not the main factor in the return to the market, and the diversity and accessibility of the market were the factors that attracted customers to the market. Sellers emphasized the perceived value of the product, how to clean and catted it, the convenience of visiting and accessing the purchase and promotion of the market on billboards, media and publications to further improve the market. Contrary to the sellers' opinion, the buyers believed that the market was characterized by quality and freshness, fish species and health of the product, price of fish, cleanliness and health of the market, holding a food festival and fish cookery course training and awarding prizes and lotteries. . .... Therefore, in addition to the need to pay attention to the views of buyers, sales by the producer in the market, allocation of government subsidies, inserting the location of fishing and aquaculture and installing electronic signs, the amount of entry and exit of fish in the market should be considered.