Market Acceptability of Rice-Corn Grits, Calamba, Laguna, 2017

Date

6-2018

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Dr. Ma. Eden S. Piadozo

Committee Member

Isabelita M. Pabuayon

Abstract

This study was conducted to analyze the market acceptability of rice corn grits among family households in Calamba City, Laguna. It aimed to: 1) describe the household consumers 2) determine the consumer awareness of rice corn grits, 3) determine the factors affecting consumer acceptability of rice-corn grits, and 4) recommend marketing strategies for this product.

Systematic random sampling was used in selecting 100 household respondents from barangays Canlubang and Mabato of Calamba City, Laguna. Descriptive analysis, product testing, attribute importance rating and probit regression were used as methods of analyzing the data gathered. Basically, the market acceptability of rice corn grits was treated as the dependent variable.

Majority or 75 percent of the respondents are female, 68 percent are married and belong to the old age group. In addition, there is higher frequency of employed workers as compared to those who are unemployed. The result from the study revealed that only a few (14 percent) are aware rice-corn grits. The respondents considered the appearance of rice-corn grits as the important attribute they look for in buying their staple. Generally, rice-corn grits is 97 percent acceptable to the respondents.

The probit regression results showed that age, civil status, health status and employment status are the significant variables affecting the acceptability of rice-corn grits. Both married people and those who are health conscious are more likely to accept and buy rice-corn grits for consumption when released in the market. Age and occupation highly affect the acceptance of the product. Younger people prefer the usual staple food, rice. In terms of occupation, white-collared workers tend to buy rice-corn grits as compared to blue-collared workers.

It is recommended that the product appearance be improved to increase market acceptability. Also, programs to create awareness and promot rice-corn grits as a substitute for rice must be undertaken.

Language

English

LC Subject

Rice industry, Market surveys

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2018 A14 L84

Notes

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Document Type

Thesis

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