A study of consumer behaviour on the increase in price of commercial sea fishes in Sarawak / Resad Dillah

The main aim of this study is to find out the consumer behaviour on the increase in price of commercial sea fishes in Sarawak and Simultaneously to find ways and means on how the government could play an important role in reducing the price of fish in the local markets as well as to give consumers, their value for money where quality of fish is concerned. In the course of doing this study, the researcher faced a few problems which include lack of cooperation from the respondents, time and financial constraint, and data are not readily available. The findings show majority of the consumers consumed fish as the main source of protein. Due to the increase in price of fish, the consumers prefer to buy fish on alternate day and the wet/ open markets are the best locations where consumers could buy. Research shows majority consumed Bawal Hitam, Tenggiri, Senangin, Terubok, Ikan Merah, Tongkol and Kembong.