Analysis of the Purchasing Behavior of University of the Philippines Undergraduate Students in Food Establishments, 2020

Date

6-2020

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Bates M. Bathan

Committee Member

Antonio Jesus A. Quilloy, Agham C. Cuevas

Abstract

A variety of food and food establishment options is commonly available for students within and outside the university premises. This study analyzed the purchasing behavior of the University of the Philippines Los Baños undergraduate students in food establishments. It specifically aimed to describe the socio-economic characteristics of UPLB undergraduate students; to analyze their awareness, perceptions, and purchasing behavior in food establishments as consumers; to determine the factors that influence their decision to purchase food from food establishments; and to recommend marketing strategies and provide policy recommendations for food establishments.

A total of 152 respondents from eight colleges were chosen using convenience sampling. Primary data were collected using a pre-tested interview schedule and an online survey form. Secondary data on prices of food selections were also collected in case of non-recall by a respondent. Descriptive analysis was used to analyze both the primary and secondary data.

A respondent was aware, on average, of 167 food establishments from within campus up to Junction Road. About 91 percent of them cited social media as the mode of advertisement most frequently encountered, while they unanimously referred to friends as the individuals who affect their level of awareness on food establishments. The socio- economic characteristics of the respondents were also related to their awareness scores.

The respondents had the same opinions regarding some concepts about food and food establishments and their roles in society. However, they had a few cases of cognitive dissonance wherein their beliefs and understanding with relation to food and food establishments were in disharmony with their actual purchasing behavior. They had also ranked cleanliness and sanitation as the top priority in food and food establishment selection. Meanwhile, restaurants were perceived to serve the cleanest food and had the cleanest food establishment in Los Baños.

The average frequency of purchase per week was 13 times. These students were also spending, on average, Php 950 per week on food from food establishments in Los Baños. In terms of frequency from food establishments, they purchase four times a week for dinner and three times for lunch and afternoon snack, on average. Their average expenditure per mealtime varied depending on the type of food establishment. The socio- economic characteristics of the respondents were related to the frequency of weekly purchases and the value of weekly expenditure. The companionship of the respondents was also related to the weekly number of purchases and expenditures.

As marketing strategies, modernization of transactions with the use of the electronic payment systems, use of social media platforms for advertisements can be employed by food establishments to increase their consumer base and sales. Stricter regulations on sanitation measures per establishment type and the passage of the menu labeling bill were the policy recommendations cited in the study.

Language

English

LC Subject

Food Preferences, Food Industry and Trade

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2020 A14 T67

Notes

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Document Type

Thesis

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