Factors Affecting Consumer Preference for Chicken Meat in Calamba City, Laguna, 2019

Date

6-2019

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Prof. Cenon D. Elca

Committee Member

Antonio Jesus A. Quilloy, Isabelita M. Pabuayon

Abstract

This study was conducted to analyze the factors affecting consumer preference for chicken meat in Calamba City, Laguna. The objectives of the study were to: 1) ascertain the product characteristics preferred by chicken meat consumers in urban and rural barangays, 2) establish the relationship of the characteristics with chicken meat and market outlet characteristics, tand 3) develop recommendations based on the results of the study. Primary and secondary data was used. Primary data was collected through accidental sampling and interviews from consumer-respondents from the different markets of barangay Real and barangay Parian in Calamba City, Laguna.

One hundred respondents were interviewed comprised of 50 respondents from barangay Real and 50 respondents from barangay Parian. Most of the respondents are female, and majority of them are college graduates. Most of the respondents are employed and are also middle-class earners and have a medium-sized household. A 5 point likert scale was used to rank the different chicken meat and market outlet characteristics that consumers consider the most important. It was seen that price was the most important factor that consumers consider before buying chicken meat.

Next was chi-square test of independence. Results from this test showed that for barangay Real, it was the brand of chicken meat and cleanliness of the market that had a significant relationship with the occupation of the consumers. For barangay Parian, it was the price and smell of chicken meat, and the nearness of market outlet that had a significant relationship with the level of educational attainment of the consumers. The Cramer’s v coefficient of association on the other hand showed how strong or weak is the association between the socio-economic characteristics of consumers and the different product and market outlet attributes. Results showed that in barangay Real, brand and cleanliness of market outlet are weakly associated with occupation, while in barangay Parian, price had a moderately strong association with educational attainment, while smell and convenience both had a strong association.

Based on the findings of the study, different sellers and distributors of chicken meat should always aim to offer cheap prices of chicken meat to consumers since it is a major factor affecting their purchasing decision. The LGU’s should also implement better sanitation and cleanliness policies for the different markets in Calamba, Laguna.

Language

English

LC Subject

Chicken industry, Consumers

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2019 A14 V45

Notes

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Document Type

Thesis

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