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Quality Dimensions Of Purchase Behavior Decision On Fishery Products

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The role of fishery product has been developed and acknowledged in terms of food security both as income sources and food supplies for developing countries. On the other hand, quality control has become a challenge in overcoming consumers’ decision to purchase the products. The objective of research is to understand and evaluate consumer behavior in purchasing the products in regards to quality dimension on fishery products by using non-probability sampling technique to 142 consumers in three different locations in Pontianak (shops, mini/supermarkets, and local markets). Data were gathered by in-depth interviews divided into four categories consisting of consumer profiles; product knowledge; perception and preference; and quality dimension variable with conjoint analysis. The result shows that price, flavor, moistness, texture, nutrition, packaging color, and packaging size do not affect consumers’ decision to purchase the products. On the contrary, package durability attribute is the primary factor in their decision to purchase, and it is then followed by packaging material, availability, flavor, guarantee, guarantee source, brand, packaging form, and product form. This is beneficial for producers to improve the quality factors and develop market opportunities in the future. Besides, consumers can obtain information on product characteristics to fulfill their expectation and satisfaction. Keywords: conjoint analysis, fishery products, non-probability sampling, purchase behavior, quality dimensions

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Series Title

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Call Number

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Publisher

Bogor, Indonesia : School of Business, Bogor Agricultural University (SB-IPB)., 2019

Collation

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Language

English

ISBN/ISSN

1693-5853/2407-2524

Classification

NONE

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Edition

Juli 2019 (Vol. 31/No. 1) , pp. 15-30

Subject(s)

Agribisnis

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