CONSUMER’S PERCEIVED OF THE IMPORTANCE OF FISH CONSUMPTION IN PALEMBANG CITY: A CONSUMER BEHAVIOR PERSPECTIVE

Ridho, Sari Lestari Zainal and Fadila, Dewi (2015) CONSUMER’S PERCEIVED OF THE IMPORTANCE OF FISH CONSUMPTION IN PALEMBANG CITY: A CONSUMER BEHAVIOR PERSPECTIVE. Proceeding The 2nd International Seminar and Call For Paper In Management and Businesss, - (-). p. 83. ISSN -

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Abstract

Indonesia as a maritime country has abundant fish product but has the lowest fish consumption among ASEAN country. FAO annual report describes that Indonesian consumption 29, 08 kg/person/year in 2009 and 30,48 kg/person/year in 2010. The lowest consumption of fish is caused by technical factors, such as the distance distribution of fish from fisherman to consumers takes time and fresh fish become expensive. Psychological factors, such as bones and smell of fish, time to cook and preparing fish, lack of consumer awareness about fish as a source of health proteins, make fish an unpleasant food. This research conducted to explain factors that influenced consumer`s perceive importance of fish consumption of fish Palembang. From the traditional Theory of Planed Behavior (Ajzen, 1991) that attitude, subjective norms, perceived behavior can be implemented to predict how consumer’s attitude in consumption of fish. The study was conducted by analyzing the consumer survey data that involved 100 respondents from traditional shop markets, analysis and multiple regressions analysis was used to obtain the importance factor that influence consumers to consume fish. Variables in this research were marketing mix (product, price, place, promotion), consumer involvement and decision making to consume fish product.. The dominant factor affecting the decision making is consumer involvement, product and price. To change people's attitudes to rely more like fish can be used a functional approach, which can be enhanced by the effect of the benefits of fish consumption in consuming the fish and make a positive belief becomes more mainstream by extended the believed that fish a source of protein-rich nutrition to the fish consumption will make the brain more intelligent and avoid malnutrition.

Item Type: Article
Uncontrolled Keywords: marketing mix, attitude, consumer involvement
Subjects: H Social Sciences > HB Economic Theory
Divisions: Business Administration > Proceeding and Seminar
Depositing User: Mrs Trisni Handayani
Date Deposited: 06 Jul 2019 01:53
Last Modified: 06 Jul 2019 01:53
URI: http://eprints.polsri.ac.id/id/eprint/6102

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