Analysis of the Household Buying Behavior for Fresh and Frozen Fish Available in Selected Markets in Muntinlupa City, 2019

Date

4-2020

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

Fish is part of the Filipino diet given its abundance in terms of supply and the health , and nutritional benefits it provides to consumers. Urban households consume fish in fresh and frozen forms from various retail markets. The study was conducted to analyze the household buying behavior for fresh and frozen fish in selected markets in Muntinlupa City. It determined the factors that show a relationship with the household buyers' level of knowledge on nutrition and health benefits of fish consumption, food safety practices for fish and market compliance with food safety practices for fish.It also determined how the buyers knowledge relate to preferences of households fish buyers and identified the factors that show a relationship with the household fish buyers types and identified the factors that show a relationship with the household fish buyers types and forms of fish brought and their volume, frequency and place of purchase. Lastly, it recommended retail marketing strategies and relevant policies. A total of 120 households buyer-respondents were selected using accidental sampling with the aid of a pre-tested interview schedule. Primary data were analyzed using a descriptive analysis including Pearson correlation, coefficient, mean ranking of attributes and knowledge and market observation scores.

Most of the household buyers in both private and public markets were knowledgeable on the nutrition and health benefits of fish consumption and showed a relationship with civil status, income, age, and religion. However, household buyers in the private markets are more knowledgeable about the food safety practices for fish and showed a relationship with religion, household size, income, and civil status. The knowledge on the market's compliance with food safety practices for fish and the I bid buyers showed a relationship with age. Majority of the buyers preferred fresh fish, even if they also purchased frozen fish. The buyers' preferred attributes for fresh fish were eye color and color of gills for fresh fish. The color itself and taste are preferred attributes for frozen fish. Household buyers in both markets preferred to buy bangus and tilapia for their fresh fish. On the other hand, preferred frozen fish includes boneless bangus and cream dory is only available in private markets. More than half of the households buyers preferred purchasing fish in public markets than in private markets despite some food safety practices not observed in public markets. The buyers preferred characteristics of the market was sanitation of the market.

The households buyers' civil status, income and religion showed a relationship with the knowledge on nutrition and health benefits of fish consumption. The household buyers' civil status, religion, household income and household size showed a relationship with the knowledge on food safety practices for fish. The knowledge on the markets compliance with food safety practices for fish showed no pattern of relationship between the household buyers socio-economic characteristics. Selected fish attributes and market characteristics showed a relationship with the type and form purchased, volume, frequency and place of purchased.

It is recommended that public market retailers follow the food safety practices for fish. An education and information campaign related to food quality and safety must be implemented. Regular monitoring and inspection in public markets must also be enforced. Private markets should also offer highly demanded fresh fish.

Language

English

LC Subject

Aquaculture

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2020 A14 A38

Document Type

Thesis

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