Consumer Preference and Consumption Behavior for Ready-to-Drink Fruit Juices in Quezon City

Date

2021

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jaymee A. Cabangbang

Committee Member

Julieta A. Delos Reyes, Agham C. Cuevas

Abstract

The study was conducted to analyze consumer preference and consumption behavior for ready-to-drink (RTD) fruit juices in Quezon City. Specifically, the study aimed to: (1) describe the consumption behavior for RTD fruit juices in Quezon City; (2) analyze the consumer preferences for RTD fruit juices in Quezon City; (3) determine the factors affecting consumption behavior for RTD fruit juices in Quezon City; and (4) recommend marketing strategies based on the results of the analysis.

Primary data were obtained from 105 respondents contacted through posting online survey forms on social media sites and sending survey link through messenger to residents of Quezon City. The analytical tools used were descriptive analysis, knowledge test, attribute importance rating, advertisement rating, correlation analysis, chi-square test of independence, and regression analysis.

Most of the respondents consume less than or equal to 500ml of RTD fruit juice with a frequency of 1 to 3 times, weekly. Supermarkets are the usual place of purchase for RTD fruit juices. The most important product attribute is taste, followed by smell, price, fluid consistency, texture, brand, packaging, and color. A higher-priced RTD fruit juice with a known brand is preferred. Local brands are also preferred over imported brands of RTD fruit juices. Most of the consumers prefer RTD fruit juices that are packaged in glass bottles and have nutritional labels. A higher preference had been observed for smaller sizes of packaging observed (250ml to 500ml) as compared to larger sizes of packaging (from 750ml to 2 liters).

Kendal Tau-b Test revealed that the volume of consumption has a weak positive relationship with the importance rating for packaging. Multiple linear regression results indicated that occupation, income, and advertisement rating affect the volume of consumption for RTD fruit juices. Occupation is positively related to the volume of consumption, while income is negatively related to the volume of consumption. The rating for advertisement effectiveness is positively related to the volume of consumption.

It is recommended to create informative advertisements to increase consumer knowledge about fruit juices. Further, conducting further studies about RTD fruit juices is suggested to help improve and highlight selected product attributes. Exploring online marketing channels and selling RTD fruit juices in dining establishments is also advised to help increase industry sales.

Language

English

LC Subject

Fruit juices, Consumption (Economics)

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2021 A14 G66

Notes

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Document Type

Thesis

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