Analysis of the Purchasing Behaviors of Buyers and Non-buyers of Minimally Processed Fresh Fruits in Calamba City, Laguna, 2020

Date

8-2020

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Marilyn M. Elauria

Committee Member

Antonio Jesus A. Quilloy, Agham C. Cuevas

Abstract

The study interviewed 60 consumer-respondents in supermarkets of Calamba City, Laguna to analyze the purchasing behaviors of the buyers and non-buyers of minimally processed fresh fruits. Descriptive analysis was used to describe the socio-demographic characteristics of both consumer-classifications. A chi-square test was used to determine the factors related to the purchasing behavior of both consumer classifications. The data gathered are age, sex, address, educational attainment, employment, income, household size, household role, health status, and the volume of purchase, frequency of purchase, market outlets considered, and reasons for buying the product. Consumers are also asked to rank and rate the product attributes, market attributes, and their perception towards minimally processed fresh fruits.

The study revealed that most of the respondents are studying and working and are typically female, married, college graduate, healthy and employed. Non-buyers are mostly from urban areas, while buyers are mostly from rural areas. Non-buyers are generally the primary household buyers, while buyers are not the primary household buyers. The market attributes preferred, regardless of consumer classifications, are atmosphere and product prices.

The study found that the preferred product attributes for fresh fruits of both consumer classifications are appearance and size, color and taste. For the buyers, they also consider price of fresh fruits. The non-buyers and buyers have an average purchase of 1.47 kg and 1.12 kg of fresh fruits, respectively. They usually buy fresh fruits once a week in supermarkets and public markets. For non-buyers, the factors related with the volume of fresh fruits are educational attainment and speed and quality of service, while for the buyers are civil status, educational attainment, income, color, appearance and size, taste, convenience, own price, related prices, the atmosphere of a market and product prices. This shows that buyers are more sophisticated in choosing fresh fruits to buy.

The study also revealed that convenience was the most preferred product attribute of minimally processed fresh fruits. Buyers usually purchase these products in supermarkets with an average volume of two packs, where one pack typically weighs less than a kilo. The factors related with the volume of purchase are address, household size, shelf life, product assortment, product prices, speed and quality of service and parking availability.

For both consumer classifications, the sources of their awareness are their own observation and information from other consumers. However, despite the awareness of the non-buyers, they do not purchase these products as they perceive these as less nutritious and less safe.

The study suggests for future research to further analyze the level of awareness and knowledge of consumers towards minimally processed fresh fruits that may affect their perceptions with regards to product’s safety, quality and nutritional value. In addition, this study recommends marketing strategies, like advertisements, that can enhance consumers’ perception towards minimally processed fresh fruits.

Language

English

LC Subject

Fruit trade, Purchasing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2020 A14 C36

Notes

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Document Type

Thesis

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