Consumer Buying Behavior for Fresh Meat Products Sold Online in Los Baños, 2020

Date

6-2022

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Julieta A. Delos Reyes

Committee Member

Agham C. Cuevas

Abstract

The study analyzed the consumer preference and buying behavior for fresh meat products sold online in Los Baños, Laguna. Specifically, it aimed to describe the buyers of fresh meat products sold online; determine the perception of buyers on online markets for fresh meat products; analyze the attributes of fresh meat products preferred by the buyers; analyze the factors related to the buyer's online buying behavior for fresh meat; and recommend marketing strategies to improve the current situation of the online market.

Results showed that the average age of the respondents was 40.2 years. Most of them were female and were college graduates. Most of the respondents had 2-4 household members and the highest respondent share was for monthly household income of Php46,000-60,000. Most respondents are also employed.

Consumers were found to be aware of all meat types being sold online. As for social platforms, Facebook was found to be the most popular online platform among the consumers and consumers thought that the online market was more convenient than the wet market.

It was found that the most common purpose for buying chicken, pork, and beef was for daily consumption, however, beef had more respondents answering the they bought this for special events only unlike chicken and pork. Consumers also bought more pork and chicken at lower prices compared to beef they only bought occasionally and costs more. Consumers also reported that although the prices of meat sold online were higher than in the wet market, it was lower than the supermarket prices of meat.

The Friedman test was done on the ranking for attributes of meat products sold online and their logistics attributed and showed that the rankings had a significant difference between attributes.

The results also show that the product attribute that consumers consider the most when buying meat products online is the type of meat, and for logistics attributes, it is the date of delivery. Also, older consumers have a higher tendency to buy meat online. Likewise, males tend to buy meat online than females. Contrary to expectation, higher education level proved to favor buying more pork and beef relative to chicken. Non-professionals bought higher volumes of all types of meat compared to professionals due mainly to more time that can be devoted to food preparation. The study also found that the higher the income of the consumer, the higher the volume of meat bought online, especially for pork. Price was also a factor that affected buyers when choosing to buy meat products online. That is, consumers bought higher volumes of all types of meat from the online market if the price was lower compared to the wet market or the supermarket. However, all three types of meat had positive relationships between their own price and volume bought.

Recommendations included: targeted advertisements, monthly subscription plans, competitive pricing and charging of minimal delivery fees.

Language

English

LC Subject

Consumer behavior, Meat industry and trade, Electronic commerce

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2022 A14 R54

Notes

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Document Type

Thesis

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