Consumer Knowledge, Awareness, and Perception on Pili Nut (Canarium Ovatum) Oil in Sorsogon City, Sorsogon 2021

Date

1-2022

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 the knowledge, awareness, and perception of consumers for pili nut oil in Sorsogon City. Specifically, it aimed to: (1) assess the degree of consumer knowledge, and awareness on pili oil; (2) determine the perceived attributes on pili oil; (3) assess the willingness to pay for pili oil; (4) evaluate the factors that affect the awareness, and willingness to pay on pili oil; and (5) recommend a marketing strategy to improve awareness and perception of pili oil and its promotion.

Primary data were gathered for 60 respondents were personally interviewed with the aid of a pre-tested questionnaire. These respondents were identified through stratified random sampling. The data were analyzed using descriptive analysis, knowledge and awareness test, Likert scale rating, contingent valuation method, and logistic regression analysis. Results showed that the respondents have a high level of awareness on pili nut oil’s beauty benefits and cosmetic purposes. Majority of them were aware of the product and their main source of awareness is the internet. Results also revealed that they have a high level of awareness about pili nut oil’s beauty benefits and cosmetic purposes. The knowledge of the respondents was also determined based on their correct responses on the fifteen given statements about pili nut oil. Most of them were reported to have a moderate level of knowledge. Respondents were also asked on their perception on the listed product attributes of pili nut oil which includes nutritional value, availability, taste, brand, packaging, price, aroma, and smoke points. Majority of them were neutral about the listed attributes.

Contingent valuation method was done to assess the respondents’ willingness to pay. Results revealed that they are willing to pay an average of Php 449.28 per 100 ml of pili nut oil. In terms of the effect of the sociodemographic and economic factors, household size is the only factor affecting their willingness to pay. On the other hand, only income and knowledge score showed a significant relationship on their awareness of pili nut oil.

Government intervention on the dissemination of pili nut information, and promotion of pili nut oil’s nutraceuticals were recommended to increase the awareness and knowledge of the residents and increase the number of potential consumers.

Language

English

LC Subject

Nut products, Consumer goods

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 A14 J36

Notes

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Document Type

Thesis

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