Consumer Buying Behavior on Gourmet Tuyo Products Among Selected Residents from Metro Manila
Date
5-2024
Degree
Bachelor of Science in Agribusiness Management
College
College of Economics and Management (CEM)
Adviser/Committee Chair
Renen Szilardo C. De Guzman
Committee Member
Rolando G. Allam, Jr., Arlene C. Gutierrez, Reginald B. Vargas, Melodee Marciana E. De Castro
Abstract
Originating from Negros Occidental, the Gourmet Tuyo prides itself as a traditional Filipino product and in being a premium delicacy of dried fish preserved in oil, vinegar, and other spices (BAR, 2011). Its rise to becoming a prominent product online and in shelves manifests the combination of tradition and innovation where such an artisanal product elevated the status of the humble tuyo to something gourmet. With the Philippines standing at the forefront of culinary exploration, its diverse and rich background of culinary roots, as influenced by various cultures, can help further advance its narrative as a potential Gourmet Frontier, which can start by establishing the name of Gourmet Tuyo in the present market. Highlighting its potential as an emerging Gourmet product, the Philippines reported a total fisheries production of 4.65 million metric tons (MT) in 2015, valued at P411 billion pesos, which placed PH among the top fish producers globally. By the year 2019, the country eventually ranked eighth among the world's top fishing producers, with a total production of 4.41 MT of fish and related produce. With such volume of production, fish and its related products has become the second most consumed food group by Filipinos, next to rice (SEAFDEC, 2018; BFAR, 2022). Through innovation, there came the introduction of fish processing techniques that provided more opportunities to elevate the consumption of local fisheries products and to extend the shelf-life of these commodities. Sardines, a main economic driver and a main raw ingredient of the Gourmet Tuyo, undergoes such fish processing techniques to create the Filipino-favorite dried fish, commonly referred to as tuyo, which is a resulting product of the drying process that not only extends the shelf-life of the fish but also adds value to it. Labelled as “the poor man’s fish”, tuyo is valued for its iconic salty taste, nutritional value, and also, affordability. Once processed and bottled, tuyo can eventually be consumed with more flavor and quality, becoming what we came to know as Gourmet Tuyo. But while Gourmet Tuyo boasted an innovative way of presenting the common tuyo, there are perceived gaps in its recognition as a fish processing product, considering its vague distinction among other similar products such as gourmet tinapa and spanish- style sardines, as well as the limited data regarding its current market status, which has made it difficult to address challenges for its growth and expansion as an emerging product. As such, this research looks into the buying behavior of Gourmet Tuyo consumers, particularly in Metro Manila, to further assess its potential as a value-added product. Data collection involved the distribution of survey questionnaires with Gourmet Tuyo consumers in Metro Manila and a digital audit to map brand presence on digital e- commerce platforms, such as Lazada and Shopee, where the comparison of the gathered information provided vital insights for this research. With the data gathered, the research provided an analysis of the Gourmet Tuyo market in the Philippines, focusing on consumer profiles, desired product attributes, and factors affecting purchases. General findings from the research detailed that consumers prioritize taste, price, and health benefits for product attributes while distribution channels primarily included modern retail trade and online platforms. Despite its long shelf-life, consumers seemingly purchase the product in small quantities and only does so during special occasions or atleast, once a month. When it comes to Gourmet Tuyo brands, Neri’s Gourmet Tuyo leads in brand awareness and sales, closely followed by commercial brands like Doña Elena and San Marino. Meanwhile, homemade brands are able to compete well with branded variants, as indicated by consumer preference for taste and price above other attributes and its digital market sales. Alongside the aforementioned attributes, primary factors affecting consumer behavior are mostly related to perceived quality, which continues to highlight taste as a main consideration when buying, alongside good quality, shelf-life, food safety, and product certification, among other personal, cultural, psychological, and economic factors. Furthermore, the research showed that factors such as branding Gourmet Tuyo as a lifestyle choice, comfort food, local favorite, social status symbol, or in support of endorsers, and as part of daily budget open opportunities for improvement for Gourmet Tuyo, as perceived by the importance-satisfaction matrix. In evaluating the current Gourmet Tuyo products in the market, consumer satisfaction is perceived to be high, and intent to increase future purchases is evident. Areas for improvement within the industry include the introduction of more flavor variety, affordable prices, and increased product volume. Recommendations for Gourmet Tuyo manufacturers mainly focused on product development while product promotion strategies were suggested to Gourmet Tuyo sellers. On the other hand, future studies are encouraged to focus on comprehensive surveys or interviews targeting other specific demographics, market segmentation, product innovation opportunities, sustainability practices, international market potential, and long-term trends.
Language
English
LC Subject
Dried fishery products
Location
UPLB College of Economics and Management (CEM)
Call Number
LG 993 2024 M17 T75
Recommended Citation
Triñanes, Charlyn Joergette A., "Consumer Buying Behavior on Gourmet Tuyo Products Among Selected Residents from Metro Manila" (2024). Undergraduate Theses. 11501.
https://www.ukdr.uplb.edu.ph/etd-undergrad/11501
Document Type
Thesis
Notes
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