Scaling from Niche to Mass: Understanding Consumer, Non-consumer, and producer perspectives on Tilapia Ice Cream in the City of Muñoz. Nueva Ecija

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Remund Jordan D. Labios

Committee Member

Chris Edwin B. Bonalos, Jennica Amielle M. Mora, Melodee Marciana E. De Castro

Abstract

The study investigated the alignment between consumer and non-consumer perceptions on Daerrys Tilapia Ice Cream with the intended marketing mix employed by its producer through the 7Ps marketing framework. Specifically, the research aimed to (1) describe the socio-demographic profile of the consumers and non-consumers of Daerrys Tilapia Ice Cream in Muñoz, Nueva Ecija, (2) present the company profile of Daerrys, (3) identify the current marketing mix implemented by Daerrys, (4) determine the current perceptions and purchase intentions on Daerrys Tilapia Ice Cream among consumers and non-consumers, (5) assess whether there is a difference between the intended marketing mix of its producer and the actual perception of consumers and non-consumers, (6) identify which dimensions of the 7Ps framework must be prioritized by Daerrys to maintain or heighten purchase intention of consumers and non-consumers, and (7) develop recommendations for alignment within the marketing mix to improve purchase intention among consumers and non-consumers.

The research employed a mixed method research design. Consumer and non- consumer characteristics were described to identify perception and purchase intention using a cross-sectional survey questionnaire. Meanwhile, the company was profiled to identify their marketing mix through a key informant interview (KII). 232 qualified respondents were selected using a convenience sampling technique where 56% were consumers and 44% consisted of non-consumers. To achieve the objectives of this study, the quantitative data collected were subjected to descriptive statistical methods through cross-tabulation with counts, frequencies, and percentages. The computation of means and standard deviations were also used to check the alignment between company vs. consumer and non-consumer perceptions across the marketing mix. Mann-Whitney U Test Statistic was used to determine differences between consumer and non-consumer perceptions, while Modified Kruskal Drivers Analysis (KDA) was used to identify which among the Ps have the biggest impact on purchase intention.

Both consumer and non-consumer respondents exhibited similar socio- demographic profiles, predominantly comprising single, undergraduate students aged 18-25 with monthly allowances of ₱10,000 or less. While consumer respondents skewed female, non-consumers showed a more balanced gender distribution. Most respondents are located in Bantug and reside alone, suggesting they are likely students with temporary living arrangements. They typically come from small to medium-sized families, averaging a household size of 4. Additionally, the majority exhibit balanced levels of health consciousness, with no notable allergy concerns.

Results show that alignment between company and consumer perceptions was generally strong across the 7Ps, except for Promotion. For non-consumer, discrepancies were observed in Product, Price, and Promotion. Concerns revolved around product quality, high pricing, and ineffective promotions. Gaps between consumer and non- consumer perception were observed across all dimensions of the 7Ps.

Key purchase intention drivers for consumers were Promotion, Physical evidence, People and Price. Meanwhile, loyalty intention among consumers is driven by Product attributes. For non-consumers, Product, Place, Price, and Physical Evidence drive purchase intention. These drivers were used to inform alignment across the 7Ps, along with identified customer behavior and preferences.

Looking at specific attributes, discrepancies occur in Product, Price, and Promotion dimensions for both consumer and non-consumer suggesting systemic misalignment across these dimensions. As such, strategic advertising campaigns and influencer marketing are needed to generate positive word-of-mouth. Expanding distribution to high-traffic retail outlets are also crucial to heighten brand visibility and accessibility. Affordability concerns can be addressed through product development efforts to extend their product range to include affordable options. Taste and quality, along with flavor variety, were identified as the primary purchase motivators for consumers, while non-consumers were motivated by curiosity on taste-related attributes. Hence, it is crucial to conduct sensory analysis and continuous product development efforts to capitalize on these opportunities. Overall, positive perceptions are observed across the 7Ps but socio-demographic factors are indispensable in influencing purchase intentions. Hence, market segmentation is crucial to direct marketing efforts. Recommendations centered on targeted marketing strategies tailored to pescatarians, curious young adults, health-conscious families, and ethically-conscious consumers. Hence, marketing mix recommendations were formulated to amplify purchase intent among these identified segments focusing on strategies in terms of Product, Price, Place, Promotion, People, Process, and Physical Evidence.

Language

English

LC Subject

Consumers, Fisheries

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 N53

Notes

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Document Type

Thesis

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