Determination of Hobbyist Preferences for Livebearer Ornamental Fish Attributes by Conjoint Analysis

Özet

This study investigates preferences of ornamental fish hobbyists on selected attributes of livebearer fish species guppy(Poecilia reticulate),golden swordtail (Xiphophorous hellerii), platy (Xiphophorous maculatus) and molly (Mollienesia spp.)using adaptive conjoint analysis. Computer-based surveys were conducted with 453 livebearer hobbyists in İzmir city(Turkey) between September and December, 2014. Results indicated the most important attributes are colour, price, speciesand size, which have significance for local livebearer producers, importers and retailers in planning their production andmarket strategies. Conjoint analysis determined price to be the second factor influencing the purchase behaviour of hobbyists’with a 25% relative importance. Colour attribute is the leading factor by 28% relative importance. Multicolour, which is themost leading attribute level, got the highest part-worth score as 3.36. Market simulation indicated that nearly 62 % of thehobbyists’ like to purchase a medium size multicolour guppy with 1€/fish price and such favourite attribute combinationwould get nearly 42% of the livebearers market share. The overall results of this study indicate a promising market share forlocally-bred livebearer fish in a variety of colours and sizes, but there is a considerable resistance to the price attribute whichshould be optimised by production and marketing strategies.