Preferences and willingness to pay for freshwater prawn: a case study from Bangladesh

Consumer-driven aquaculture development is becoming increasingly critical in order to satisfy the growing global demand for seafood. This is particularly relevant for high-value species like prawn, where understanding market preferences is essential for aligning production in accordance with consumer demands. This study examined the factors that influence consumer preference and willingness to pay for prawn, taking into account intrinsic, sensory, extrinsic, and demographic attributes. A survey of 300 consumers from Bangladesh, analyzed using logistic regression, revealed that product quality attributes are the primary driver of prawn choice. Among the attributes, freshness and size of prawn significantly enhanced preference: consumers were nearly six times more likely to select fresh prawn while over three times more likely to choose larger ones, and commanded willingness to pay premiums of US$2.41/kg and US$1.78/kg, respectively. Further analysis confirmed that taste and availability have a positive impact on preference, while odor and increasing prices were detrimental. Demographic segments, including younger, higher-income consumers, exhibited a greater preference for premium qualities. The results suggested that producers should prioritize quality, promote larger prawn, and avoid low-margin early harvests. In parallel, a market segmentation strategy based on prawn size and consumer income will be crucial to differentiate products and align with market demand.