Purpose – The primary purpose of this study to to understand how the consideration set size affect for consumption frequency of fish in Sri-Lanka. Consideration set size of fish is considered to be affected by consumer attitude, convenience orientation, and consumer knowledge in Sri-Lankan context. Thus, the second objective was to investigate how consumer attitude, knowledge, convenience orientation, variety seeking tendency and price consciousness affect the formation of consideration set size. Based on that, it aimed to suggest a marketing strategy implication for food marketers, in addition with strategy implication for increasing fish consumption.
Explaining fish consumption in Sri-Lanka The role of consideration set size, attitude, knowledge, convenience orientation, price consciousness, and variety seeking tendency
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