Research on Prawn Consumption Behavior & Prawn Frozen Product
To understand the consumption behavior of prawn, frozen prawn and other proteins in general by both household users and MSME.
Case Details
Clients: Prawn Research
Tags: Research
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Objective
To understand the consumption behavior of prawn, frozen prawn and other proteins in general by both household users and MSME.
Through the research, clients will gain insight on the opportunity of frozen prawn market in current market, including the size of the market and what area that can be utilized even further for the client’s business
Background & Context
The research becomes important, especially for the clients, to confirm whether the client’s business has maximized the it’s capacity, especially compared to the available market while also paving the path for other opportunities to be utilized.
While no direct studies were referred, various studies and researches conducted earlier by BP and other sources on market behavior are the reference of the research
Research Methodology
Research methodology includes qualitative and quantitative. The conducted qualitative methodology are desk research to gain macro information, such as general seafood consumption and number of population, and interviews on both end user and MSME/expert to gain deeper understanding on consumer behaviors.
Interviews were conducted through an online platform while quantitative data was gained through survey platforms.
Sample and Data
The quantitative research involved 309 respondents in Jabodetabek and Surabaya area. The respondents are separated into three segments/groups which are end user, FnB business owner, and frozen food seller. We employed a vendor/third part to reach the suitable respondents. In the other hand, the qualitative research are gained organically through BrandPartner and personal connections
Key Findings
The research found that prawn as a commodity and source of protein has a huge opportunity in the Indonesian market as research shows that prawn is the second choice of protein after chicken. This result does not stray far from the initial hypothesis as initial research gained through secondary data shows that prawn consumption is the second highest in Java’s provinces.
Data Analysis & Interpretation
The data was processed through BP Frameworks. Based on the output of the frameworks, insight can be gained and interpreted.
In broader context, the framework output allows us to understand market behavior, protein consumption & frequency, consumers choice on processed frozen prawn products, and brand’s power of frozen prawn product
Conclusion
The conclusion of the research suggests that while prawn is the second highest consumed protein by the Indonesian market, the business product, which is frozen prawn, is relatively very low compared to the total prawn consumption in Indonesia and this case applies to both household consumers and business owners. On the other hand, the market shows interest in processed frozen prawn products, such as Dimsum, although the market understanding of such products is relatively low as many respondents are unable to distinguish products which are made from prawn and surimi. In addition, frozen seafood products awareness is still dominated by bigger brands with processed chicken products as its main line product while awareness on frozen seafood brands is relatively low compared to nuggets brands.
While there is no direct contribution toward knowledge advancement, the research provides insight on the market’s knowledge of processed seafood products and potential of prawn as a protein choice.
Limitations
Limitation of the research includes resource limitation, time restriction, and the instrument used to gather data. The complexity of the questionnaire may become a factor of validity and reliability issues as the questionnaire subject may have difficulties in filling the questionnaire.
Impact
The research reveals the opportunity that can be approached and utilized even further by the clients. The research also confirms the clients assumption and hypothesis on the condition of the industry and the market.
Summary
The research is able to confirm the client’s hypothesis on the industry’s current condition while also providing the opportunity which can be utilized by the client.
