The Product Features, Functions, and Benefits of Seafood Products for Competitive Repositioning

Abstract

The global demand for seafood products increased in a dynamic environment. Still, fails to achieve competitive positioning due to labeling, unattractive and unprofitable targeted segments, and less preferred quality and features. Thus, this study tried to create competitive positioning through features, functions, and benefits of seafood product attributes. The results arranged through consumer characteristics, consumer preference with conjoint analysis, market identification and competition with regression analysis, Multidimensional Scaling, and Correspondence Analysis from 206 respondents. The results prove that (i) canned fish, dried fish, and salted fish competed on freshness, durability, and food safety (labels); (ii) shredded fish, surimi, and pedak competed on density, taste, physiological function, and easy-to-use feature; (iii) crackers competed on taste, social function, and psychological function; (iv) shrimp paste competed on shape, color, surface condition, texture, additive content, and chemicals. The implications of the results: (i) transported and packed to processing plants and food storage facilities; (ii) an increase in food diversity, food fortification, and supplementation; (iii) cultural congruence between the product and the market with certain packaging designs, launch timing, and advertising; (iv) several methods of process, such as quick freezing and cook-chilling, pasteurized before packed or retort pouch and natural food additives.

Measuring Consumer Involvement and Product Attributes on Beef Consumer Segmentation

“…A similar result is illustrated by cautiousconsumer who believes that the product's price and size are important factors to consider before making a purchase. This is in line with Nurliza et al (2021) who stated that product features were the most important dimension in consumer preference and aligned with consumer characteristics. The benefits of meat product characteristics are positively related to price, however, customers' intention on product freshness is more important than the location of the purchase.…”

“…It is important to understand how the characteristics of individual consumer and perceptions of beef attributes affect their involvement. In this case, both product attributes and consumer segment play a crucial role in purchasing food product (Olsen et al, 2017;Nurliza et al, 2021).…”

Customer loyalty toward delivery services at Kedai Ladanya Restaurant, Cianjur Regency, West Java

“…This technique is used because the research does not have a fixed population, does not have a sample frame and can save time and costs. The convenience sampling technique was used because the large number of respondents was not known [4]. The number of research samples to be used in this study amounted to 55 respondents.…”

“…To buy finished food often customers buy it to restaurants. There are several ways to buy food to restaurants such as by eating on the spot, taking away, and through online delivery applications [4,5]. The delivery app makes a sustainable contribution in Indonesia.…”

The Priorities of Leading Sub-Sector in The Sector of Agriculture, Forestry, and Fisheries in Economic Development in Bangka Belitung Province

“…One of the strategies to encourage agro-industry of the fishery sector in this province can be done with a development to the home industry in processed "seafood". In its marketing strategy, it is necessary to increase food diversity, food fortification, and supplementation with certain packaging designs (Nurliza, Suharyani, & Nugraha, 2021). The home industry will develop community creativity in managing agricultural products into finished products.…”