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This study aims to explore marketing strategies that UK fish farming businesses can use to gain a competitive advantage. The marketing strategies examined include product branding and core competencies, sales promotion, market positioning and segmentation.

A survey through an online questionnaire was mailed to five randomly selected trade associations of UK fish farming businesses and distributed to their registered members, of which 200 responded. Both male and female genders with different age groups and levels of experience in the UK fish farming business participated. In addition, ten articles were sampled for a systematic review.

Results show that UK fish farming businesses could increase sales by using ecolabels in product branding to attract premium prices, build consumer confidence and using high-quality packages for fish products will keep fish fresh for a longer period.

The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

A significant recommendation from this case study is that fish farming businesses need to be creative and innovative in ways such as leveraging branding, sales promotions and core competencies to win the trust and confidence of consumers. Most importantly, each fish farming business should know the specific marketing strategy that works for them; this case study shows that not all branding and sales promotion techniques enhance competitiveness. The scope of this research is limited to the UK. The findings cannot be generalised and used for other jurisdictions because of variable economic and market conditions.

Demand for fishery products rich in protein, vitamins, minerals and omega fatty acids has been increasing daily to meet the world population's increasing nutritional request, estimated to be 7.6 billion. Despite aquatic products' positive effects on human health, their consumption in Turkey has decreased over time and is currently lower than most countries with 6.3 kg per capita. The reason why fish consumption in Turkey is less than in other countries is the more preference for terrestrial production. Therefore, it was aimed to determine the consumption habits of consumers in Turkey's coastal region.

This study was carried out between Feb–March 2018 to determine the consumption habits of aquatic products; 28 areas in the coastal regions of Turkey random were selected, 650 volunteer consumers were randomly selected to answer a set of 25 questions. The survey results were evaluated by Chi-square analysis.

From the survey results, 81.4% of the respondents prefer to consume fish from the natural environment. Additionally, from the consumers, there was no statistical difference between natural (81.4%) and aquaculture (85.4%) fish taste (p = 0.05). It was found that 63% of the participants consumed fish meat once a week, with an average per capita consumption of 17.50 ± 2.34 and 10.50 ± 1.66 kg for fish and other seafood consumption, respectively. As a result, it was estimated that fish products were consumed at the desired level in the provinces examined. Accordingly, individuals need to be more conscious and encouraged to increase the consumption of seafood.

Because Turkey's seafood consumption is still held in coastal regions in this article are the limitations of this article results. In the future, the difference between inland and coastal regions for fish consumption needs to be explored further.

The article says exports of fish / fisheries products have gradually decreased due to the global COVID-19 crisis, but producers / markets will have to target the domestic market more and sales with TL will come to the fore. As a result, it was estimated that fish products were consumed at the desired level in the studied provinces. Accordingly, it has been revealed that individuals should be more conscious and encouraged to increase their consumption of seafood.

Through this research, the consumption of fisheries consumption preferences of individuals in Turkey's coastal regions uncovered.

On the other hand, since Turkey's aquaculture and fisheries sector attaches great importance to foreign sales (exports), domestic consumption amounts are low, and the issue of increasing this is an issue that has remained in the background for the producer. However, during the COVID-19 pandemic period, it was well understood that the closing of the customs gates partially and/or completely and the export figures becoming scanty will cause the end of 2020 and 2021 to be more troublesome in this sense. Therefore, producers/markets will have to target the domestic market more, and sales with TL (Turkish Lira) will come to the fore, various campaigns and price reductions will be made during some special hours during the day in order to increase sales in domestic market.

Reviews the three sectors of the UK fish market – fresh, canned and frozen, and details key factors affecting its size. Sees the competitive structure of the market as being dominated by a handful of major brands, mainly in the canned and frozen sectors. Aggregate advertising expenditure is the lowest in the food market. Retail distribution of fish and fish products is focused on the grocery multiples and the consumer profile is that of the 45‐64 age group, especially for fresh fish. Forecasts that the market will reach £1.73 billion by 1996, compared with £1.51 billion in 1991.

This study aims to investigate consumers' perceptions and barriers in relation to fresh, frozen, preserved and ready‐meal fish products in a geographically diverse selection of European countries.

Cross‐sectional data were collected through a consumer survey (n=3,213), conducted in June 2008 in the Czech Republic, Germany, Greece, Italy, Portugal, Romania, Sweden and the UK. Items measured were self‐reported consumption frequencies, consumer perceptions of different fish product categories, and perceived barriers for increased fish consumption levels. Country specificities are discussed.

The overriding healthy perception consumers have about fish was confirmed, and contributed very strongly to the general perception consumers have about fish. Fresh fish was perceived the most healthy fish product, followed by frozen, preserved and ready‐meal fish products. Perception scores were highest correlated with self‐reported fish consumption in the Mediterranean countries. With the exception of Romania, perceived barriers only poorly explained self‐reported consumption frequencies of the different fish product categories. This finding is related to the possible influence of habit and tradition with regard to eating fish, to the absence of measures related to motivations or drivers to consume fish, or to the possibility that some of the perceived barriers reinforce each other. In the Mediterranean countries, fish consumption frequency is on a very high level, independently of perceived barriers and motivational aspects, and part of the traditional Mediterranean diet.

The strength of this study pertains to its international scope and geographical spread. Further, consumer perceptions and perceived barriers in relation to fresh, frozen, preserved and ready‐meal fish products have rarely been studied in parallel. Findings are relevant to support efforts on national and international level to stimulate or modify fish consumption, and to explore opportunities to trade fish products.

The purpose of the paper was to know and evaluate consumption, preferences and the knowledge of labelling legislation about wild and farmed seafood products.

A sample survey on Sicilian families was conducted through a direct interviews between October 2015 and October 2016 to study the attitudes of Sicilian consumers towards wild and farmed fish and seafood products. A stratified two-stage sampling design was chosen with variable probability of inclusion of the units of first stage and 1,700 subjects were interviewed.

The results obtained showed that the 69.4% of respondent ate fresh fish at least once a week and the 86% of respondents consumed aquaculture products at least once a month. Also, the 77.3% of respondents did not know the current legislation on the labelling. Multiple correspondence analysis allowed to identified three profiles of Sicilian families and binary logit model was used to examine the factors that influenced different frequency of fresh fish consumption in general and farmed seafood products in particular.

Extending the research throughout the Italian territory would have allowed further comparisons at the national level.

The research provides useful information on Sicilian consumers that could be used by policymakers and by marketing communications company.

This research, on a restricted group of European consumers (Sicilian), characterised by living in an island, reinforce the knowledge regarding seafood consumers.

This study used a probabilistic sampling design and a face-to-face questionnaire which produce results more robust in compare to surveys used more frequently such as non-probabilistic sampling design.

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2) partial back ordered (normal geographical market). In both the cases, due to the deterioration nature and in quarantine situation some vendors are not able to satisfy the customers (retailers). So in this model, the cost of penalty is introduced in quarantine time to obtain the optimal total cost.

To find the total cost, holding cost, shortage cost and deterioration cost have to be considered. There are so many disadvantages in holding the deteriorating food products. Due to the demand and deterioration, the holding cost of the fish products is determined. The supply chain of fish marketing process to find the optimum total cost and optimum back ordered quantity in the two situations, namely, (1) normal backordering and (2) Quarantine period is explained.

The conclusion of this research is exhibited for the uncertain lockdown situation and the normal geographical markets. But in both the cases, the demand function is dependent on the backorder quantity. The expected total cost of the retailers of fish products increased at the least possible range with the increase in the shortage parameter, cost of penalty and variance. But the change in mean value leads to decreasing in the back ordered quantity, inventory level and the annual total cost of the retailers. This analysis contributes to the service of supply chain from wholesaler to retailer in high level.

Fish products are very essential for nourishment and economic spread in India. This study has spotlight the efficient method for reducing the total cost of the retailers of fish marketing. The cost of deterioration of fish is high because of its perishable nature. Due to lockdown situation, the holding cost of the fish products depends upon the backordered quantity of geographical market of fish.

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2) partial back ordered (normal geographical market).

Due to lockdown situation, the holding cost of the fish products depends upon the backordered quantity of geographical market of fish. This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products.

This research formulated to obtain the optimum ordered quantity and optimum inventory range of fish products under the conditions: (1) fully back ordered (lockdown) and (2) partial back ordered (normal geographical market). In both the cases, due to the deterioration nature and in quarantine situation some vendors are not able to satisfy the customers (retailers). So in this model, the cost of penalty is introduced in quarantine time to obtain the optimal total cost. A few number of sensitivity analysis are carried out for deterioration rate, shortage parameter and cost of penalty to indicate the existence of total cost in the least possible range.

The purpose of this paper is to examine how Norwegian consumers consider information during making the decision to buy and consume fish products.

Validated questionnaires, adapted based on a pre-study, were completed by Norwegian volunteers. Participants were randomly recruited by telephone and were at least 50 per cent responsible for the food in the household. The survey included questions about: first, use of and trust in information sources; second, use of and interest in information cues; third, objective and subjective knowledge; and fourth, fish consumption and buying behaviour.

The results of this study (n=713) led to three consumer segments: “Label trusters” (40 per cent), “Info skippers” (19 per cent) and “Info seekers” (41 per cent) with significant (p<0.001) differences in use of and trust in information sources and reactions to information cues. Particular needs of these clusters regarding product labelling were identified.

Increased product visibility and simplified product packaging with selective and targeted information for each consumer group will lead to a better differentiation of fish products in a competitive market and hence to an increased consumption of health-promoting fish by the Norwegian population.

This manuscript is one of the few that shows how particular types of labelling could be summarised, minimised or moved in order to reach potential consumers with a better presented product that carries information in more strategic placement than what one can find on current seafood packaging.

The purpose of this study is to utilise market-oriented methodologies to determine key attributes driving consumers' preferences for novel sustainably sourced seafood concepts, derived from a species of wild-caught fish unfamiliar to consumers and to explore new product concepts for various consumer clusters.

This study applied a mixed-method approach including five focus groups with 40 consumers and a single conjoint-based questionnaire administered to 300 seafood consumers in Ireland. The focus groups explored in-depth consumers' expectations, requirements and preferences and identified the key attributes that would influence acceptance of new seafood products. Full-profile conjoint analysis was used to model consumers' preferences for novel seafood product concepts that utilised a sustainably sourced species unfamiliar to the consumer.

Focus groups revealed that the most important attributes were brand, price, format, packaging, supplementary information and accompaniment. The conjoint simulation identified three consumer clusters. Product concepts containing a sustainably sourced fish species were identified according to the preferences of each consumer cluster.

This research highlighted a sustainability angle in new product development and identified a competitive advantage and market potential for boarfish (Capros aper), which is an underutilised Irish fish species. It used a market-oriented approach to explore the development of novel sustainably sourced value-added seafood product concepts. The study results provide small and medium seafood companies with original and unique insights for developing novel sustainably sourced fish products that increase consumer acceptance.

The purpose of this paper is to investigate possible cross-cultural consumer segments in the EU aquaculture market and provide direction and focus for marketing strategies for farmed fish products.

Selected psychographic constructs (i.e. category involvement, domain-specific innovativeness, subjective knowledge, suspicion of novelties and optimistic bias) are tested as segmentation basis with the objective of defining a number of cross-border consumer segments with distinctive and clear-cut profiles in terms of consumer perceptions towards farmed fish.

Based on the consumer psychographic profiles, three distinct segments are found: involved traditional, involved innovators and ambiguous indifferent, of which the first two constitute especially interesting targets for market positioning strategies for aquaculture products.

The results of the segmentation analysis opens new horizons in terms of positioning and differentiation of fish products from the aquaculture industry according to the most important potential market segments.

The current research brings insights into different pan-European consumer segments and their characteristics that allow for a corresponding differentiation strategy within the aquaculture industry. The fact that the segments tend to be uniform across all countries suggests a relatively homogeneous or converging European fish-related culture.

This paper aims to take a critical review of traditional fish processing in Nigeria.

A critical review of traditional fish processing in Nigeria was undertaken.

Fish is one of the protein foods that need careful handling. Due to poor handling, about 30-50 per cent of fish harvested are wasted in Nigeria. This study was therefore carried out to review fish processing technologies and evaluate the effectiveness, energy sources and efficiency of fish processing equipment used, quality and safety of processed fish products and possible improvement. Studies revealed that the fish when brought aboard is usually more or less alive, stored simply on the bottom of the canoe and lying there in a pool of warm, dirty water. The fish is never gutted and freely exposed to the sun, and better handling practices would help in developing a fresh fish export trade toward the larger towns in the north and south. Several studies revealed that fish smoking still remains the main method of fish preservation in Nigeria as over 70 per cent of the catch is smoked. The quality of smoked fish from Nigeria has been found to be within acceptable quality limits specific by various regulatory agencies. However, findings have revealed microbial contamination and the presence of polycyclic aromatic hydrocarbons in some of the smoked fish which values exceed the EU recommended maximum permissible level of 5.0 μg/kg for benzo[α]pyrene.

Few available literatures on the subject matter were critically reviewed.

The paper helps in creating opportunities for more in-depth research in fish processing in Nigeria.

This research is of value to the researchers in Nigeria and other tropical countries.