Consumer Behaviour of Shrimp Rota Crackers: A Case Study in Singkep Island

Abstract

Shrimp Rota Crackers are one of the processed fishery products that produced by the people of Lingga Regency, especially those in Singkep Island. These crackers are often used as threats or souvenirs. However, there is not enough information on consumer behavior in consuming shrimp rota crackers. In fact, this information is needed by business people to develop marketing strategies. The purpose of this study was to determine consumer behavior in consuming shrimp rota crackers. The research was conducted from June – September 2023 on Singkep Island, Lingga Regency. The sample was conducted using accidental sampling using a semi-open questionnaire. The result of the study showed that consumer buys shrimp rota crackers for their own consumption, by making planned purchases but have no specific time to make purchases. Consumer obtained information about shrimp rota crackers by word of mouth from their friends and bazaar, and they are willing to recommend shrimp rota crackers to others.