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Pasar dan Karakteristik Konsumen Komoditi Perikanan
Pada saat ini, sudah biasa didengar istilah ”customer is the king”. Pada industri yang sehat, sehingga tingkat persaingan pelaku bisnis demikian ketat, maka upaya meraih perhatian, simpati dan loyalitas dari konsumen menjadi salah satu key success factors(KSF) atau faktor kunci sukses. Oleh karena itu, pemahaman akan karakteristik konsumen sangatlah penting bagi pelaku bisnis, termasuk yang bergerak pada industri perikanan.

Pasar merupakan sekumpulan konsumen, baik konsumen yang sudah menjadi pelanggan, pengguna namun tidak kontinyu, maupun konsumen potensial. Menurut Stanton, WJ (1981), pasar merupakan sekumpulan orang yang mempunyai kebutuhan yang perlu dipuaskan, memiliki daya beli, dan hasrat untuk mengkonsumsi suatu produk yang dapat memenuhi kebutuhannya tersebut. Jadi dalam pasar terdapat 3 aspek, yaitu kebutuhandan keinginan (needs and wants), daya beli (money to spend) dan hasrat untuk membeli (willingness to spend it).

arakteristik konsumen relatif bervariasi. Namun, pada komoditi tertentu biasanya terdapat pola karakteristik tertentu pada konsumennya. Berikut ini adalah beberapa karakteristik konsumen yang perlu diantisipasi dan direspon oleh pelaku industri perikanan.

1. Adanya customer need and wants, dimana konsumen kecenderungannya semakin pandai. Tanpa pemahaman customer need and wants, maka dapat terjadi kesenjangan atau perbedaan antara komoditi yang disediakan produsen atau penjual dengan yang diinginkan konsumen.
2. Biasanya komoditi perikanan termasuk jenis normal goods.
3. Beberapa komoditi perikanan bersifat mengikuti tren, terutama industriperikanan ikan hias. Permintaan dan harga ikan hias sangat dipengaruhi oleh tren yang berkembang di masyarakat.
4. Komoditi perikanan banyak memiliki produk substitusi, misalnya ikan konsumsi bersaing dengan daging sapi, daging ayam, telur ayam, dsb.

Paparan di atas menunjukkan karakteristik konsumen yang semestinya dipahami oleh pelaku industri. Tanpa memahami karakteristik konsumen, maka pelaku industri cenderung tidak optimal dalam menyediakan komoditi sesuai dengan kebutuhan dan keinginan konsumen, baik produk maupun pelayanan. Kegagalan dalam memberikan kepuasan konsumen akan menyebabkan kegagalan dalam bisnis.
 
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