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Seafood is an important global commodity and one that has doubled in global demand
over the last thirty years. Historically, seafood represents an energy efficient and
Additionally, seafood represents an important source of protein, as over there billion people
worldwide rely on seafood for at least 15% of their total protein intake (Colby, 2014). It is the
most crucial issue for marketers to know consumers as individual to satisfy expectations.
(Weins,2012)
In Sri Lanka , known as the pearl of the Indian Ocean. Their local fish market was a joy
to visit and included some amazingly fresh and good-looking fish (Weins,2012). Mostly,
consumers prefer to seafood for it provides essential nutrients for developing infants and children
considered to be low total fat and source. The unending desire of consumers is good views to all
Malaysia is among the countries with the highest fish consumption in the world.
Understanding the purchasing behavior of consumers and satisfying their needs are two major
goals in ensuring that the fish that are being caught have a consumer market to go to (Spinks and
Bose, 2002; Herrmann et al., 1994). They argue that the government should put considerable
effort in increasing the availability of seafood products for domestic consumers at affordable
Romania being a country has the tradition in fish meat consumption. It must be
understood which are the reasons for the decline of fish consumption and to which foods have
orientated the consumer’s preferences, and which would be the barriers that would determine the
acquisition refusal (price, quality, place of purchase) and fish consumption and products obtained
by its processing. Romania’s consumption of fish and other aquatic products tends to increase.
Locally, fishing is always the number one way of life. It is rich of production of seafood
that’s why the number of people are blessed and take advantage of these resources for both
nutrition and livelihoods. Consumers all over the world including Filipinos are affected with the
rising of prices, therefore altering consumer’s spending habits and demands (Jamieson,2013). It
is important for marketers to identify retailers that will satisfy the unique demands of consumers.
Marketing seafood efficiently is a challenge due to its specific quality and safety
attributes. Literature on consumer behavior studies which focus on seafood safety is sparse
though there are many consumer behavior studies on seafood available. Comprehensive and up
to date information on consumer’s attitudes and perceptions toward fresh seafood consumption
and the factors that influence them when buying seafood in particular are very important
indicators in ensuring that the needs of consumers are being met. Consumer’s attitudes,
preferences, and perceptions towards seafood safety and also consumer’s knowledge and
This study wants to know the buying preference on seafood. This research paves way also to
enumerating those factors that affect the business and its product. In addition, this study shall
1. What are those factors affecting the buying preference of the customers?
Quality
Price
Convenience
2. What are consumer’s attitudes and perceptions toward fresh seafood consumption and the
Identify the different qualifications that consumers are looking for on seafood.
Determine the factors affecting the buying preference of the customers on seafood.
The findings of this study will redound to the benefit of the economic growth considering
that marketers will know the buying preference on seafood of consumers and help reach the
consumer’s satisfaction. The researchers hope that the results of the research will contribute to
the improvement of services of business institution specially to those who sell seafood in terms
This research will also help the consumers be aware of the business institutions respond
to their preference, they will be able to know and understand those factors that affect the
To future researchers, this research will serve as a useful reference for further study.
This study is in line with a goal to determine the consumer preference of seafood that
focuses to the consumers of John Bosco District, Mangagoy, Bislig City. Another limitation of
the study involved 30 respondents that would be individuals to be interviewed and they will be
The researchers will formulate questionnaire that would be used during the conduct of the
interview. Data will gather from respondent’s response in the made questionnaire and units key
in formant interview with the random selected respondents from John Bosco District. The
researchers are just students to locate the original information of the study due to lack of
Dependent Output
Independent
Buying Satisfaction of
CONSUMERS
Preference consumer’s
of seafood needs
According to the Alfred Marshall Theory that consumers buy what their goods and
services based on what offers the most personal satisfaction, it is assumed that people buy what
This study is to reveal the consumer’s preference by what they purchase under the
circumstances such as income and price. The independent variable are the consumers who are
the one to tell the preferences of seafood for the satisfaction of all. On the other hand, the
dependent variable is the buying preferences of seafood. This will be answered by the consumers