Consumer’s valuation of the traditional fish handling practices using importance-performance analysis

Abstract

Fishery products, especially fish, have special characteristics on the diversity of species, inconsistent supplies, and short shelf-life. Most of the businesses in the fishery sector in Indonesia are still running using traditional methods. Lack of infrastructure and knowledge of Good Handling Practices (GHP) in fish, resulted in the decreasing of quality and often losses. This research tries to explore perception and consumer appraisal of fresh fish products to fishery business practices in Indonesia, especially in the coastal area of Yogyakarta. By using Importance-Performance Analysis (IPA) tools, we can measure the relationship between consumer perceptions with the priority of improvement that should be done. The method of this research is by using a questionnaire, where the questionnaire that has been valid and reliable (level of confidence 95%) then distributed to 101 respondents (fresh fish consumers). Based on the data processing, we got result that there are 3 attributes that enter in Quadrant I that is existence of garbage near market area, the hygiene of display table, and existence of dirty water puddle. The attributes included in Quadrant I indicate that these attributes are given the highest priority of improvement according to the consumer.