Consumption pattern of tuna in Malaysia

• Main Author: Rozanne Imelda Raymond
• Format: Thesis
• Language: English; English
• Published: 2019
• Subjects: QP1-345 General Including influence of the environment
• Online Access: https://eprints.ums.edu.my/id/eprint/41647/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/41647/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/41647/

Tuna are highly consumed in most parts of the world. Previous literature has examined broad-spectrum of fish consumption pattern but little is known for a specific type of fish consumption. Hence, this research aims to determine the consumer behaviour and trend of tuna consumption in Malaysia. A TPB was proposed to understand further in consumer consumption pattern on tuna products in Malaysia. A total of 30 set questionnaires were distributed for a pilot test. The research design is predominantly quantitative in nature. The 600 surveys were distributed in Malaysia using simple random sampling techniques. The data analyses were performed using descriptive analysis, PLS-SEM analysis, factor analysis and cluster analysis to answered the first, second and third objectives of this research. The findings of this study have revealed that a total of 82 respondents were classified as non-tuna consumers. The main reason for them to not consuming tuna products is due to allergy of fish and seafood (18.29%). The research also found an attitudinal beliefs was the main component in influencing the intention to consume fresh and frozen tuna, followed by PBC. The model also shows a direct relationship between PBC and the behavioural conduct, for fresh and frozen products. In the evaluation of canned tuna, only attitude has a significant relationship with intention. It is also found that intention has a positive effect on behaviour to consume canned tuna. The research also able to classified four types of consumer segment for fresh (SN Oriented Consumer, PBC Oriented Consumer, ATT Oriented Consumer, and Unresponsive Consumer) and frozen tuna (Unresponsive Consumer, ATT-PBC Oriented Consumer, SN Oriented Consumer, and ATT Oriented Consumer). Whilst, three types of segments were classified for canned tuna (Unresponsive Consumer, SN-ATT Oriented Consumer, and PBC-ATT Oriented Consumer). This study is one of the very few research that specifically exploring tuna products (fresh, frozen and canned) consumption in Malaysia that provide valuable insight into understanding consumer behaviour in regard to tuna consumption in Malaysia. The findings are beneficial for local businesses, marketers, and government agencies especially in the product development sector in order to gain a competitive advantage in the lucrative market.