Market Acceptability of Coconut Sugar in Los Banos, Laguna

Date

1-2020

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Julieta A. Delos Reyes

Committee Member

Julieta A. Delos Reyes, Antonio Jesus A. Quilloy, Agham C. Cuevas

Abstract

The study was conducted to analyze the market acceptability of coconut sugar in Los Banos, Laguna. More specifically, this study aimed to: 1) present the socio-economic characteristics of coconut sugar consumers and non-consumers; 2) assess the different attributes of coconut sugar preferred by consumers; 3) analyze the factors associated with preference for coconut sugar; 4) and recommend marketing strategies that will help improve the demand for coconut sugar.

Primary data were gathered from 96 respondents who were identified through stratified random sampling with proportional allocation. 30 additional consumer respondents of coconut sugar were gathered through purposive sampling. Primary data were analyzed with the use of descriptive analysis, Fisher's exact test of association, attribute importance rating, attribute differentiation rating, differentiated importance measurement technique, and price sensitivity analysis.

Differentiated importance measurement techniques revealed that price, packaging, texture, and labeling were the attributes that motivated consumers the most while storage quality and solubility were deemed as the least motivating attributes.

Results of the Fisher's exact test revealed that texture, storage quality, solubility, and packaging had no association with the consumers' socio-economic characteristics. On 1he other hand, sweetness has an association with age and health status, color has an association with age, label has an association with educational attainment, and brand has an association with sex.

The study recommends that expanding the promotion of coconut sugar in the market and improvement in the attributes of coconut sugar are needed to attract potential new buyers of it in Los Banos, Laguna.

Language

English

LC Subject

Agriculture, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2020 A14 E94

Document Type

Thesis

This document is currently not available here.

Share

COinS