Marketing mix development analysis of preserved tongkol (Euthynnes affinis) on customer satisfaction in Malang, East Java, Indonesia

Abstract

Knowledge on consumer awareness can offer some marketing recommendations. Various factors of interpretation and expectation can influence the complexity to fulfill daily needs. Consumer behavior in purchasing will reflect their response to product, price, promotion, place, and people. Examining consumer behavior will assist in product development, pricing, distribution, promotion, and improving the quality of market. This research was aimed to investigate: 1) the expectations and perceptions of consumers, 2) the impact of each marketing mix indicator of consumer satisfaction, and 3) the dominant marketing mix variables. The consumer expectations of quality standards of preserved tongkol fish were described based on the color, appearance, shape, temperature, texture, flavor, ripeness, and taste of preserved tongkol. The results showed that marketing mix influenced about 61.4% of customer satisfaction on preserved tongkol fish (Euthynnus sp) in Malang. Partially marketing mix that includes product, promotion, place, and people significantly influenced the consumer satisfaction. The most dominant marketing mix in consumer satisfaction was a product.