Analysis of Consumers' Market Choice for Chicken Meat in San Pablo City, Laguna

Date

6-2023

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

Although there are several modern retail markets, the majority of the consumers still prefer wet markets in terms of shopping for fresh food products. Several studies have shown that there are different factors which may affect the market choice of the consumers. This study focused on analyzing the consumers' market choice for chicken meat in San Pablo City, Laguna. Data was obtained through online surveys and specific criteria in choosing the respondents. The data gathered showed that out of the 101 respondents, 59 of them are purchasing in wet markets, 36 from supermarkets and only 6 consumers from online market.

Majority of the consumer-respondents are female and are within the age bracket of 21 to 75 years. A total of 61 percent are college graduates and the majority of them are employed. On average, the consumer-respondents have a household size of 4-6 and a weekly food budget of Php 3,169.

The attribute importance rating showed that in terms of market attribute, price (cheapness) and convenience are the top two priorities of the consumers in choosing their market for chicken meat. For the meat attributes, on the other hand, freshness ranked first followed by the overall quality of the meat while the importance of the meat attribute smell also showed relative importance, especially to wet market consumers. The food safety attributes that the consumers give high importance to are the sanitation and certification mark. These two factors are indication of food safety consumptions of the meat products.

Results of the multinomial logistic regression showed that the factors age, educational attainment, household size and weekly food budget are statistically significant on the market choice of the chicken meat consumers in San Pablo City. The variables age and household size increase the profitability of choosing the supermarket over the wet market. While the variables educational attainment and weekly food budget decrease the probability of choosing supermarkets. Consequently, the weekly food budget also decreases the probability of choosing online market over wet markets.

The practice of proper waste disposal and the local regulations of sanitation control in wet markets are recommended to improve the environment of the market. More so, innovations of marketing strategies are recommended for supermarket and wet markets in terms of competitive pricing and promotions to keep their competitive edge in the food market industry and obtain sustainable sales.

Language

English

LC Subject

Meat, Chicken industry, Consumers—Attitudes

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2023 A14 K38

Notes

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Document Type

Thesis

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