Comprehensive identification of priorities and behavior analysis of packaged fish buyers in Tehran city using structural equation modeling

The purpose of this research was to evaluate the behavior of packaged fish buyers and to identify their priorities for purchasing the product in Tehran city. For this purpose, a questionnaire based on research assumptions was designed and completed by the statistical community. The statistical population of the research is the whole of Tehran city, that 12 urban areas were randomly selected for the field study with a sample size of 600 people. In order to test the hypotheses and examine the intensity of the relationship between the items, a proportional conceptual model was designed and analyzed by Lisrel software. Also, In order to evaluate and rank the priorities of the statistical population in relation to some of product characteristics, Friedman's test was used. The results showed that the variables of packaging characteristics, fish species, processing models, types of supply and quality factors were significantly effective on the attitude, while the quality variable with an effect coefficient of 0.31 had the greatest effect on the attitude. The purchase place also had a significant effect on the perceived behavior control and the hypothesis related to it was confirmed. Among the three main elements of the model, attitude towards consumption with an effect coefficient of 0.63 was the most effective element on the intention to buy. In the following, it was found that two variables, price and access, do not have a significant effect on the purchase decision, and the hypotheses related to them were also rejected. The ranking of purchase priorities of Tehrani citizens in relation to fish species, cultured species, types of supply, pack weights, processing models and shopping places showed that the first rank is related to Persian Gulf fish, rainbow trout, whole fish (empty stomach with head), weight of 500 to 700 grams, schnitzel and protein supply stores.