Abstract

Under co-management activity of Fish Aggregation Device (FAD), fishers organization seek to sell their catch faster, to provide fish that consumers like and to transport fish inland (areas that are difficult to get fish). A Total number of 411 interviews were conducted for fish market research in 2013 at fish landing sites, supermarkets, mobile vendors and inland areas. The purpose of the study is to understand the clarification of the consumer consciousness, depending on market or product and, or what important factor and activities influence the decision making process for consumers to purchase fish. These include place or product, service or price or promotion. The factor analysis and Covariance Structure Analysis were utilized. In the study result, it showed that consumers are looking at “accessibility to fish as most important factor.” The accessibility means not the distance from house or village, but the timing. They want the shop open when they visit, and there is always fish. Therefore, the supermarket like shop is their favorite. So local fisher organization are using this result and now opening “fish outlet” in two inland sites. FAD co-management group decide to use frozen fish to supply these outlets. The organization is trying to purchase fish as much as possible from fishers who have FAD license, which National Association of Fisherfolk Cooperative (NAFCOOP) utilizes to enhance better quality of service for fishers purchasing FAD license as a part of conducting successful co-management related activities.

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