The Philippines has become one of the largest producers of major fish in the world.

In 2012, the country

ranked third in the world with a total of 3.1 million tonnes of fish, crustaceans, mollusks and other
aquatic animals (Food and Agriculture Organization, 2014). The fishing industry could be marine capture
fisheries, inland capture fisheries, or aquaculture. Since the country is surrounded by bodies of water,
fisheries have become not just an industry but a way of life for many Filipinos. Fishing industry in the
country is growing. Based on statistics, in year 1995, the country ranked twelfth in the world when it
comes to fishing industry and fourth in aquaculture production. It is constantly growing at the rate of
2.2% for the last ten years (Yap, 1999).

There are many freshwater lakes in the Philippines that are considered to be a top producers of fishes,
one of which is the Laguna Lake. Laguna Lake, also known as Laguna de Bay, is the largest freshwater lake
in the country and is considered to be the third largest in Southeast Asia (De Guzman, 2018). The lake
was used not just for fishing industry but also for irrigation and domestic needs.

According to Israel (2007), the main species that are commercially cultured in the lake are milkfish and
tilapia. Bighead carps were also introduced in the recent years. The production of these species were
increasing in trend, with the highest production in 2004. Milkfish has the largest share in the total
production, followed by tilapia and bighead carps. However, through the years, the lake experienced
many difficulties and several factors contributed to it. These factors are pollution, squatting, and
industries. The lake was continuously observed of its water quality. In fact, it was given a “report card” to
assess its water quality using different indicators such as nitrates, phosphates, chlorophyll a, dissolved
oxygen, biochemical oxygen demand (bod), and total coliforms. On the average, the lake was graded
with 76%. This indicates a more or less good quality in terms of its water. However, indicators such as
chlorophyll and phosphate was graded poorly with 0% and 59% respectively (LLDA, 2013).

Due to some circumstances, there is another factor which greatly affects the fishing production in the
lake. This declination in production not just affects the country economically, but also affects the
fishermen in terms of their income. This factor is the introduction of unexpected fishes that became
invasive in the lake. The country had been introduced sixty fishes from year 1905 to 2013. The fishes
were classified as beneficial, invasive, and potential invasive. Out of sixty fishes, roughly 80% were
beneficial, 13% were invasive, and 7% were potential invasive. The freshwater fishes were introduced for
economic reason (production of food in aquaculture), recreational purposes (ornamental), and predation
control (Guerrero, 2014).

There were also fishes that were introduced in the country without proper documentation and permit
from Bureau of Fisheries and Aquatic Resources (BFAR). With this, there are fishes that greatly affects
the country in terms of economic loss, ecological damage, and human injury. Attributable to low
diversity of native species, natural disturbance, and human activities, the invasive species successfully
invaded the area (Isidro & Padin, 2016).

Knife fish, or Chitala ornata, was popular for being an ornamental and an exotic breed. Its origin was
from South America and Southeast Asia specifically Thailand, Borneo, Malaysia, and Sumatra. It was
known as a species that can survive with a low oxygen and prefer still and steady bodies of water
(Towers, 2015). This fish was introduced in the Philippines by aquarium trade from Thai peninsula at the
country’s largest lake, Laguna Lake, by unknown circumstances (Guerrero, 2014). Contrary to Towers
(2015) had said, knife fish was accidentally introduced in Laguna de Bay and brought by the super
typhoon Ondoy (Ketsana, international name) in year 2009 that cause too much flash floods in parts of
the country including the province of Laguna. As Isidro & Padin (2016) further investigates, the knife fish
was brought in the Philippines for aquarium trade but because of the widespread flooding, caused by
Ondoy in year 2009, it made the ornamental fish to escape to fish farms.

Palma (2013) elaborates that knife fish is a predator of cultured milkfish (bangus), tilapia, and native
fishes in Laguna de Bay. Since the population of knife fish is abundant in Laguna de Bay, the invasion of
knife fish cause the declination of the number of fishers catch for tilapia and bangus. According to Virata
(2001), this species invades the lake of Laguna and was ‘wreaking havoc’ in the fishing industry of the
country. Asis Perez, head of Bureau of Fisheries and Aquatic Resources, said that these species are
carnivorous and were eating the local fishes of the country. He added that one kilo of knife fish can affect
a seven kilo of indigenous fishes which approximately amounts to P1,050. And since the fishermen were
getting ten tons of knife fish daily, the country also loses 70 tons of tilapia, bangus, ayungin, and shrimps
everyday (Official Gazette, 2013)

Up to these days, farmers and even some barangay officials do not know what to do with the abundant
population of knife fish. Knife fish was in fact edible but due to its origin, it was only considered and
known as an ornamental. As for BFAR have said, knife fish was now used for making processed foods
such as nuggets, kikiam, and siomai that is known to consumers.

The significance of this study is to create an awareness among consumers the benefits of knife fish, give
an extra income to the fishermen that has been affected by the declining growth in the production of
milkfish and tilapia in Los Banos, Laguna, and help the nearby government agencies on the mitigation of
this invasive species -- with the increasing population of knife fish in Laguna de Bay. The information on
maximizing the utility of knife fish for additional gain for fishermen.

This research will help determine the market potential of knife fish and may boost its market demand;
since there is still no study yet about this. It will also help the government agencies on how to contain
and mitigate the invasive knife fish. This study aims to assess the market potential of knife fish in Los
Banos, Laguna. Specifically, it aims to: 1.) Characterize the profile of potential buyers and target markets
of knife fish. 2.) Determine the level of awareness of and familiarity of consumers with regards to knife
fish, 3.) Describe the buying and consumption behavior of consumers and competing commodity.

Review of Related Literature

Alien species, according to Guerrero (2014), are those organisms that were transferred from one place to
another where they are unknown. He further explained that invasive species are referred to as “species
whose introduction and/or spread outside their natural past or present distribution threaten biological
diversity.” These introduction may cause environmental and economic impacts. These impacts may be
the replacement of these invasive species to the local species of a certain body of water (Convention on
Biological Diversity, 2014).
In the Philippines, it is reported that knifefish are highly predaceous on the cultured fishes such as tilapia
and milkfish and other native fishes in Laguna de bay. These ornamental fishes, including knifefish, are
kept and confined in a private aquaria because of its predaceous nature. It is also found out that it has
the capability to spawn in tropical waters. He further observed the negative impacts of these introduced
freshwater species in the country, some of which are: a. Ecological loss of biodiversity (e.g. introduction
of gobby and eleotrid from Lake Mainit to Lake Lanao in Mindanao caused the loss of 15 endemic
cyprinids), b. Economic and social loss (e.g. “Knife fish” in Laguna de Bay), and c. Environmental
degredation (e.g. Janitor fish in Marikina).

Isidro & Padin (2016) stated that “the introduction of exotic species is like opening a Pandora’s Box of
complications.” Knife fish may be beneficial to other countries as it was used as food, however it was
considered as a menace to the biodiversity and economy of Laguna de Bay. Palma (2013) said that
knifefish caused 70% to 90% mortality in pens and cages in the lake. With this, it affected almost 6,000
fisherfolks and caused a 30% reduction in economic valuation of fisheries. This species is equipped with
large mouth and lateral eyes which outclass other fishes in terms of feeding success which makes them
extremely dangerous invasive fish. Their population has constantly increasing due to the absence of
natural predators and their nocturnal behavior. With his conversation with random fishermen in
Calamba and Los Banos, he found out that there are some actions done by some individuals to cope with
the increasing invasion of knifefish. They feed young tilapia in broad daylight, which is different from the
feeding behavior of knifefish.

This was supported by the study conducted by U.S Fish and Wildlife Service (2017), knife fish may be
introduced to other bodies of water by means of “probable aquarium release.” This was also found
mostly in Tropical Asia, which may support the study of Guerrero (2014). This species are widely found in
Indochina and Thailand. He further cited that this species was introduced in the country for aquaculture
purposes (Vidthayanon, 2012). This contrast the study of Guerrero, where he claimed that these species
were among the ornamental species introduced in the country. This was observed as harmless to the
health of human, in fact, it is used as food products in Thailand. The history of invasiveness of knife fish is
high. In fact, the introduction of this species in Sri Lanka have negatively affect that fish population and
aquaculture. This is the same scenario in Laguna de Bay where they penetrate the fish pens of milkfish
and tilapia, and from there, they lay their eggs and consume cultured fishes. Since knife fish is a regular
catch among fishermen, this translates an economic loss and huge investment loss since its market value
and market demand is extremely small. This instance is due to the fact that consumers perceived these
as exotic and not part of regular fish food.

Knife fish is invasive not only in the country but also in other countries such as Sri Lanka. This
introduction of knife fish has become one of the reasons why there is an economic loss among fishing
industry. According to the study of Nico, he cited from other literature that knifefish is consumable by
people, however it is rarely known since consumers perceived these as exotic fishes.

Market Potential
Market potential, as defined by Aproxima (n.d.), refers to the maximum capacity of a market to a specific
product. In this context, market refers to the potential consumers of a commodity considering their
willingness to buy and their perception towards that specific product. Market potential is being applied
to answer specific questions such as: a. exploration of potential markets, b. evaluation of ideas, c.
determination of company locations, and d. designation of sales area.

On the other hand, Mundy (n.d.) defined market potential as the estimate amount of money the traders
or the sellers can expect from the product they wish to sell. She also included seven steps in estimating
market potential: 1. Define the market segment (target market) 2. Define the geographic boundaries of
the market. 3. Define the competition. 4. Define the market size. 5. Estimate market share. 6. Determine
the average annual consumption. 7. Estimate an average selling price. This was similar to the study of
Aproxima which has the same structure of what market potential is. It is also important to take note the
costs they incur.