Consumer Acceptability Analysis of Red Tilapia in Quezon City, 2018

Date

5-2019

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Dr. Alessandro A. Manilay

Committee Member

Antonio Jesus A. Quilloy, Isabelita M. Pabuayon

Abstract

For four decades, red tilapia has shown a very low penetration on the domestic market. Producers are hesitant in choosing red tilapia for culture while consumers have low to zero awareness on red tilapia. One of the main problems is its low exposure in the market and its competition to the more popular Nile tilapia. However, red tilapia has proven to be of higher quality.

This study was conducted to assess the consumer acceptability of red tilapia in selected areas of Quezon City. The specific objectives were to: (1) establish the profile of the tilapia consumers in the selected areas; (2) assess the level of awareness for red tilapia among tilapia consumers; (3) determine factors affecting consumer acceptability of red tilapia; and (4) formulate recommendations to increase consumer awareness and acceptability for red tilapia. The study was conducted in Barangay Capri and San Bartolome in District 5 of Quezon City. A total of 100 consumer-respondents were interviewed using pre-tested questionnaire. The socio-economic characteristics of the respondents were established. The level of awareness of red tilapia among consumers were assessed. Product testing were done to identify the important and accepted attributes of red tilapia. Red tilapia was compared to Nile tilapia in terms of quality. Moreover, its over-all acceptability in terms of quality was determined. Finally, Chi-square test of independence was done to know whether there is an association between the socio- economic variables such as, age, sex, civil status, educational attainment, household size, monthly income, health status, and level of awareness, with the acceptability of red tilapia.

Results showed that there is a minimal awareness for red tilapia in the selected areas. Based on the attribute importance and acceptance rating, the most important attribute for fresh red tilapia is the color while it is taste when red tilapia is cooked. Respondents found fresh and cooked red tilapia’s attributes such as color, smell, texture, and taste to be acceptable. Moreover, majority of the respondents found red tilapia to be better than the Nile tilapia in terms of quality. The socio-economic characteristics of consumer-respondents such as household size, health status, and level of awareness were found to be associated with the acceptability of red tilapia.

Language

English

LC Subject

Fish trade, Consumers

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2019 A14 V56

Notes

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Document Type

Thesis

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