The choice of marketing strategy is determined by consumer perceptions. This study aimed to analyze the consumer preferences on purchasing traditional fisheries processing products from salting, smoking, fermentation, and brining.
Samples were taken from the consumers of Kota Agung Market in Tanggamus Regency, Sukadana Market in East
Lampung Regency, and Gintung Market in Bandar Lampung City. Respondents were determined using accidental
sampling method, resulting in 99 respondents. This study was conducted from July to September 2017. Data obtained were analyzed using qualitative descriptive method. The survey results characterized the idea that consumers purchased more traditional processing products on weekend (Saturday-Sunday), rather than on weekdays (Monday-Friday). The
results of this study proposed that the traditional fisheries processing products, namely salted, brined, smoked, and
fermented fish had the same quality in all markets. The most quality preferences considered are: flavor, price, product
color, packaging type, and package color. High consumer assessment has an impact on sustainable traditional fisheries
processing business development. Consumers assessed that the processing products had good taste, good aroma, fresh
appearance, clear color, and solid texture.