H. Salehi

In Iran, carp is widely sold and used in its fresh, although a range of added value products may also be observed. The common carp and the three Chinese species are often reared in polyculture ponds. Since, the ۱۹۷۰S carp farming has spread along the Caspian Sea coasts, followed by other provinces, and farmed production reached a peak in ۲۰۰۴ with production of more than ۶۰,۰۰۰ tonnes. Rapid expansion of carp cultivation has been followed by marketing problems in recent years. Consumer and market-related data to develop effective marketing strategies are essential to the growth of the carp farming industry in Iran. A questionnaire was prepared concerning personal information of re-spondents and their preferences for carp consumption. A face to face interview was carried out with ۳۵۷ individuals randomly selected in Tehran province. Due to the comparatively small sample size of interviews, to obtain qualitative data, complementary study was also conducted using an unstructured questionnaire. Results showed younger group preferred ready meal and demanded for a variety of products. It was found, to increase carp consumption a rise in income and decline in price of carp products will affect older groups, larger family size and educated people. The study also showed a significant difference between locations and consumption behaviour (which related to socioeconomic, different aspects such as income, educational level, job and family status) this difference may be expected to affect seasonality of consumption. It seems increases a variety of product in markets, a rise in income and price decline may increase all year round fish consumption. 

Culture carp, Production, Consumer, Market strategy, Iran