Analisis Preferensi Konsumen Terhadap Produk Perikanan (Studi Kasus Di Kota Bekasi)

Harlin, (2008) Analisis Preferensi Konsumen Terhadap Produk Perikanan (Studi Kasus Di Kota Bekasi). Masters thesis, Universitas Terbuka.

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Abstract

This paper investigates the consumer's preferences on fishery's products in Bekasi city based on the characteristics of demography, positioning, and differentiation by utilizing descriptive and inferential analyses. Using survey methodology to 150 respondens who are purchasing fishery's products in fish, traditional, and supermarket in Bekasi city, this paper finds the evidence that women are more prefer to consume fish (62 people/95.4% from 65 respondens) rather than men (74 people/87.1% from 85 respondens). In case of the level of fish consumption, the older respondens (above 36 years) are better than the younger respondens (below 25 years). In addition, the higher the educational level, the higher the percentage of the respondens who want to consume fish. The most influence factor of the consumer’s preferences on fishery's products is the responden's perception about the preference of the member of family in consuming marine fish. Instead of that, the varieties of services have significant effect on the consumer's preferences. In general, respondens more prefer to purchase fishery's products in the traditional market because of the quality, the place, and the availability of other daily needs. These atributs affect the consumer's preferences, especially the availability of the daily needs. It means that consumers not only want to buy fishery's products but also want to buy other things. The factor of accessability is also influence the consumer's preferences instead of the quality of fishery's products that selling in the market.

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