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.
Keywords :
Socio-Economic, Marketing Channels, Consumer Buying Behaviour, Marketing Efficiency, Marketing Margin, Price Spread, Producer’s Share and Constraints.