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The study examined consumer’s preference for selected value-added catfish in Umuahia Metropolis. A multi stage sampling technique was employed in the selection of sixty (60) respondents for the study. Data were collected using questionnaire. Data were analysed with descriptive statistical tools and ordered probit. The result revealed that smoked catfish, barbecue, cooked and fried catfish were the significantly consumed in the study area, while frozen catfish was not. The preference for the selected value-added catfish in their order of magnitude was smoked (85.0%, barbecue (81.7%) and fried catfish (66.7%). The result of the ordered probit regression showed that 51.4% of variation in the dependent variable was explained by the independent variable in the model. Further result showed that age was statistically significant and positively related to preference for barbecue, smoked catfish and fried catfish at the 1% level of probability; education was statistically significant and positively related to preference for barbecue, smoked catfish and fried catfish at the 1% level of probability and Income was statistically significant and positively related to preference for barbecue, smoked catfish and fried catfish at the 5% level of probability. The most common reasons for the preference of value added catfish in the study area were price of catfish and health benefits. There is need for further investment in innovation and extension services, in order to enhance the supply of more value added products of catfish to consumers.
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