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

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

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.