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Consumer acceptance and preference towards frozen smoked fish developed by MARDI
(Penerimaan pengguna terhadap ikan salai sejuk beku yang dibangunkan oleh MARDI)
Nur Fazliana Md Noh*, Rashilah Mohamad*, Rozhan Abu Dardak* and Che Rohani Awang**
Keywords: smoked fish, consumer acceptance, consumer preference, dory, African catfish

 

Abstract
A study was carried out to determine consumer acceptance and preference towards frozen smoked dory and African catfish developed by MARDI. A total of 145 respondents from several continents including South East Asia, South Central Asia and Northern Africa were involved in this study. During the survey, respondents were asked to taste two different smoked fishes and answer a structured questionnaire. The respondents were asked about their acceptance and preferences towards the product attributes that include colour, physical appearance, taste and overall acceptability. This study revealed that the decisions on buying the products and product acceptability were not interrelated. Majority of the respondents preferred the smoked African catfish rather than the smoked dory. As a conclusion, the technology of smoked fish developed by MARDI is well accepted by consumers, thus has the potential to be commercialised.

 

Abstrak
Kajian ini dijalankan bagi menentukan penerimaan pengguna terhadap ikan keli Afrika salai sejuk beku dan ikan patin sejuk beku yang dibangunkan oleh MARDI. Sebanyak 145 responden dari beberapa benua termasuk Asia Tenggara, Asia Tengah dan Afrika Selatan telah terlibat dalam kajian ini. Responden diminta untuk menilai rasa bagi kedua-dua jenis ikan salai sejuk beku dan menjawab soalan dalam soal selidik berstruktur. Responden ditanya mengenai penerimaan dan pilihan mereka terhadap atribut produk iaitu dari segi warna, bentuk fizikal, rasa dan penerimaan keseluruhan. Hasil kajian mendapati keputusan untuk membeli produk dan penerimaan produk adalah tidak saling bergantungan. Walaupun kedua-dua produk ini diterima dengan baik, majoriti responden lebih menggemari ikan keli Afrika salai daripada ikan patin. Kesimpulannya, teknologi ikan salai sejuk beku yang dibangunkan oleh MARDI diterima baik oleh pengguna, serta berpotensi untuk dikomersialkan.

Copyright 2012 ©
Economic and Technology Management Research Centre,
MARDI Headquarters, Persiaran MARDI- UPM, 43300 SERI KEMBANGAN,
SELANGOR, MALAYSIA
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