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Hilsa is recognized as the national fish species of Bangladesh which has enormous significant to the socio-economy development of ultra-poor and poor fishermen. The present study assessed the species availability, prices, marketing channel and consumer’s preferences of hilsa in two coastal districts namely Bhola and Patuakhali. Pertinent data were collected from hilsa fishermen by personal interviewing with a semi-structured questionnaire, focus group discussion, and crosscheck interviews with key informants during January 2015 to December 2015. Considerable differences in price were noticed between fishermen and consumers and this was happened due to the involvement of a number of middlemen in the marketing channel of hilsa. In the study area, wholesalers make a profit in the tune of 1012% commission whereas commission agents take 2-5% commission for sending the fish to the markets. Consumer acceptance of Tenualosa ilisha, Hilsa toli and Hilsa keele was 39.83%, 43.50%, 16.67% in Bhola and in Patuakhali it was 40.42%, 43.50%, 16.80% respectively. It was observed that consumer acceptance of T. ilisha was same in Bhola and Patuakhali district. Safety, price, freshness, size, sources and taste are the main factors behind consumers’ purchasing behavior. A number of constraints such as lack of storage facilities, poor supply of ice, exploitation by middlemen, lack of money and lack of infrastructure were reported by the retailers. It is therefore necessary to establish ice factory, improvement of transport facilities, provision of GO and NGO; introduction of quality control measures of hilsa market operators for improved their marketing system.

INVESTIGATION ON SPECIES COMPOSITION, CONSUMER’S PREFERENCES AND MARKETING CHANNEL OF HILSA IN TWO COASTAL DISTRICTS OF SOUTHERN BANGLADESH