Bucton K.docx

Background of study 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 environmentally friendly source of meat, which can be relatively inexpensive to catch. 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 seafood marketers and owners. 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 prices because of its nutritional and health advantages (Maxwell, 2011). 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. (Fotea et al, 2012) 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 information on seafood safety determine purchase of seafood.

Statements of the Problem: 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 answer the following questions:

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 factors that influence them when buying seafood in particular?

Objectives of the study: 

Identify the different qualifications that consumers are looking for on seafood.



Determine the factors affecting the buying preference of the customers on seafood.



To identify retailers that will satisfy the unique demands of consumers

Significance of the study: 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 of bridging the gap between customer’s preference and the product. 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 business and its products quality. To future researchers, this research will serve as a useful reference for further study.

Scope and Limitation of the 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 reliable source of information. 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 financial resources and time.

Conceptual Framework

Independent

CONSUMERS

Dependent

Output

Buying Preference of seafood

Satisfaction of consumer’s 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 they like, if they can afford it. 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 by answering the survey prepared by the researchers.