Fresh seafood consumption determinants and inventory satisfaction

The aim of this study was to describe the consumption of fresh seafood on the Zagreb market and to examine the importance of particular consumer preferences for fresh seafood, as well as to explore consumers’ attitudes towards fresh seafood and their satisfaction with seafood inventory. The results of the study were conducted on a sample of 100 consumers of fresh seafood in Zagreb and showed that fresh seafood was consumed relatively rarely, usually no more than once a month. The most commonly consumed types of seafood were squids, followed by shrimp and octopuses respectively. The most significant consumer preferences regarding the fresh seafood choice were flavour and freshness. Surveyed consumers considered fresh seafood a healthy, nutritious and fairly safe food. The largest number of respondents was fairly satisfied with the inventory of offered fresh seafood. The research results demonstrated that although women represented more loyal consumers of such products, they were more demanding than men. This study provided valuable information for the development of fresh seafood market in the city of Zagreb.