Consumers' Purchasing Behavior and Household Consumption Pattern for Fresh Fruits in Selected Barangays of Calamba City, Laguna, 2019

Date

1-2020

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Bates M. Bathan

Committee Member

Bates M. Bathan, Antonio Jesus A. Quilloy, Agham C. Cuevas

Abstract

Fruit consumption in the Philippines has been decreasing from 54 grams per person in 2003 to 32 grams per person in 2015. As part of a complete diet, it is essential to include fruits in the household food consumption. In this study, consumers' purchasing behavior and household consumption pattern for fresh fruits in selected barangays of Calamba City, Laguna were analyzed. It described the socio-economic characteristics of the household food decision-maker (HFDM) and household members; identified the factors that affected the frequency, place of purchase, and volume of fresh fruit purchased of the food decision-makers; identified the factors that influenced the volume and time m consumption of fresh fruits by the household, and determined the problems in purchasing fresh fruits and provided recommendations. A total of 96 respondents were randomly and equally chosen from three barangays, namely Sucol, Crossing and San Cristobal. Primary data were collected using a pre-tested interview schedule. The analytical tools used in the study were descriptive analysis, Attribute Differentiation and Importance Index, Fisher's Exact test, and multiple regression analysis using ordinary least squares technique.

Results of the study revealed that in the three barangays, most of the household food decision-makers were female, married, adults, finished secondary education, and either stay-at-home mothers or blue-collar workers. Banana, apple, orange, and grapes were consumed most frequently during dinner time. Taste and cleanliness were the most important product and market attributes while price and variety of products offered were the most differentiated product and market attributes. On the other hand, brand and origin of product were the least important and differentiated product attributes.

Place of purchase of grape was affected by the age and sex of the HFDM. On the other hand, place of purchase of banana was affected by the sex of the HFDM. Place of purchase of orange was affected by the educational attainment and occupation of the HFDM and household income. Furthermore, place of purchase of apple was affected by the sex of the HFDM and the product-related attributes of the fruit, which include color, texture, origin, and brand. In terms of the volume of fresh fruit purchased, volume of banana purchased was affected by its own price, household income, and household si7.e while volume of apple purchased was affected by the occupation of the HFDM and the mean age of the household members.

Volume of banana consumed was influenced by the mean age of household members and by the percentage of white-collar workers in the household.

The problems encountered by the HFDMs when purchasing fruits include distance from preferred retailer, availability of preferred fruit in the market, and deceptive marketing practices of some fruit retailers. The study recommended the creation of an online review group among fruit buyers; promotion of fruit consumption at the barangay level through information and education campaigns, and selling of fruits with specialized demand in supermarkets.

Language

English

LC Subject

Food Consumption, Purchasing Behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2020 A14 S26

Document Type

Thesis

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