STUDY ON TEHRAN CITIZENS BEHAVIOR CHANGE IN CONSUMPTION OF THE AQUATIC PRODUCTS

To understand the change in fish consumption behavior of Tehran citizens, in the year 2005, an investigation was conducted using questionnaire. Using independent random method, 316 families covering all 22 districts of Tehran were selected. The results were combined with that acquired in the year 2001 to develop marketing programs. We used Fridman, K2 tests for nonparametric statistics and Z (normal distribution) and Phi Cramer index for analysis. The results showed that the quality and freshness of the products and the hygienic state of the distributing places had the highest effects on purchase. Also, the price and packaging had the same priority as in the year 2001. No significant relationship was found between income level of the families and their fish consuming tendency. Comparing the two years of study, we found that 16.6% more people preferred packed food in the year 2005 while per capita consumption had increased from 2.8 to 3.46kg.Withthe information on production date and health license already available on the products, the consumers demanded dietary contents. Considering the increase in marine fishery products, the families tended to consume more of the farmed aquatics with the live selling of rainbow trout being preferred the most. The behavior of consumers and their decisions to purchase fishery products in this period depended on production directions and economic development strategies which indicated positive aquaculture development programs in the country. We recommend continuing current policies regarding marketing factors. The results also showed that uncertainly about freshness and health of the products is the main reason for purchase from the representative fishery stores. The results shows more research and advertisement can improve awareness about packing advantages and its role in decreasing wastes and creating more added values.