Study on Marketing and Consumer Buying Behaviour of Inland Fish (Catla Catla) in Darjeeling District of West Bengal

The present study entitled “STUDY ON MARKETING AND CONSUMER BUYING BEHAVIOUR OF INLAND FISH(Catla catla) IN DARJEELING DISTRICT OF WEST BENGAL” was conducted in the year 2022-2023 with a sample of 110 respondents in Matigara Block of Darjeeling district of West Bengal. During the study it has been revealed that maximum respondents were having small size farm followed by medium and large. It has been revealed that there are maximum young age respondents followed by old and middle. it has been revealed during the study that there is male respondents are more in comparision to female respondents in the study area. It has been found that among total sample maximum were belonging to SC/ST category followed by general and OBC. In religion category it has found that maximum of the respondents were Hindu followed by Muslim and Christian . it has been found during the study majority of respondents were living in joint family in comparison to respondents living in nuclear family. There maximum number of respondents are literate and 19 percent of respondents were illiterate. It has been found that there are three marketing channel which are involved in marketing of inland fish Catla in Darjeeling district. Among three channel III is preferred majorly which is producer—wholesaler-retailer-consumer followed by channel II which is producer- wholesaler-consumer and channel I which is producer-consumer. It has also been reveals that there are various factor which affects in buying behaviour of consumer are physical properties, preferred weight and shopkeeper reputation and price. reveals that there are eight marketing constraint that affect in marketing of Catla fish in Darjeeling district of West Bengal are High Commission charges with 105 respondents response ranked I, Frequent price fluctuation with 103 respondents response ranked II, High transportation cost charges with 95 respondents response ranked III, Lack of proper infrastructure in market with 90 respondents response ranked IV, Lack of Awareness of new technologies with 87 respondents response ranked V, Lack of information about government schemes and subsidies with 85 respondents response ranked VI, Lack of cooperative in marketing society at village level with 83 respondents response ranked VII and Lack of amenities and facilities in the market subsidies with 82 respondents response ranked VIII