Analysis of Consumer Preferences in Selecting Processed Fish Products (Case Study in Cicadas Market, Bandung City, Indonesia)

Abstract

This study aims to analyze processed fish products which are preferred by the consumers in the Cicadas Market in Bandung City, (Country?) and to analyze the attributes that consumers consider the most in choosing processed fish products in the Cicadas Market in Bandung City. The method used in this research is a case study method using descriptive statistics. Data were collected by direct interviewi of the respondents who were in Cicadas Market using a questionnaire. The attributes observed were packaging color, type of packaging, product color, taste, and price. The questionnaire used has been tested using validity and reliability tests. Respondent characteristics and consumer behavior were analyzed descriptively, while preferences for processed fish products, such as Tuna fish, fish balls, and pempek, as well as the attributes in processed fish products that consumers consider in choosing processed fish products, were analyzed using Chi-Square. The results showed that the processed fish product which is the consumer preference in Cicadas Market is tuna fish mackarel. The most important aspects to consider in choosing Tuna fish mackarel product include the green packaging color, the type of packaging is the leaf, the natural product color, the spicy taste, and the tuna mackarel price of Rp. 15,000 - Rp. 20,000. The things that are most considered in choosing a fish meatball product are the color of the clear packaging, the type of packaging is plastic, the color of the natural product, the original taste, and the price of the processed fish meatball product <Rp. 10,000. The most important consideration in choosing a pempek product is the color of the clear packaging, the type of packaging is plastic, the color of the natural product, the spicy taste, and the price of the pempek product is Rp. 15,000 - Rp. 20,000.