Strategy to Increase Fish Consumption in Depok, West Java

Abstract

Indonesia has the potential of fish abundance, but the level of community fish consumption is still low. In this case, the consumer behavior, consumer perceptions and preferences of consumers is important to note. The purpose of this study is to analyze the consumption patterns of fish communities, analyzing public perception of fish products, identify community preferences towards fish and determine strategies to increase fish consumption. Research conducted in the city of Depok West Java. The method of this research is case study with descriptive analysis and quantitative analysis (correspondence and logit analysis). The processing and data analysis were done with counting use computer program SPSS. The number of respondent were 120 people. Based on this research, it is known that the pattern of fish consumption increases with age. There was a friction in consumption patterns from consumption of whole fish to consume fish product with the increasing education and income level of respondents. Public perception of fish is still dominated by the whole fish and showed a homogeneous preferences. From the results of logit analysis, it is known that respondent age is the most dominant factor influencing the respondents to consume fish. Developing strategy of increased consumption of fish obtained from this research is is to bring good quality fresh fish to communities and the development of fishballs, fish nuggets and fish in can, the introduction of variations fish product to the public with appropriate media selection, and makes people easy to get the fish with an affordable price.