Mushroom Consumption Pattern among Customers of Mushroom Center in Cauayan, Isabela

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gian Carlo U. De Jesus

Committee Member

Ma. Teresa A. Acda, Mar B. Cruz

Abstract

The study aimed to understand better the Mushroom Center customers' behavior patterns for fresh mushrooms. The objectives of this study were specifically to: (1) describe the customers' sociodemographic profile, (2) describe the customers' mushroom consumption behavior and purchase behavior, (3) evaluate and explain the sociodemographic, consumption, and purchase variables that have a significant relationship with the customers' likelihood of repeat purchases. (4) identify the predictors of customers' likelihood of repeat purchases (5) recommend marketing strategies based on the fitted predictive model that can guide the development of effective customer retention strategies.

Given the study's objectives, the customer's characteristics, such as sociodemographic profile, consumption behavior, and the purchase behavior of Mushroom Center's customers for fresh mushrooms, are attained through Descriptive Statistics.

The description of the 102 respondents' sociodemographic characteristics answers the first objective. The results indicate that most (55%) of the respondents are females. The majority of the respondents are married (65.7%). The respondents' average age was 40 years old, but most of the respondents fall under the age range of 15 to 29 years old (31.4%). Households with 3 to 5 members (66.7%) have the highest recorded data. Most of the respondents reached the high school level (43.1%). The average monthly income of respondents was PHP 4,756.87.

In terms of consumption behavior of the Mushroom Center's customers for fresh mushrooms, the most preferred variety is rice straw mushroom (44.1%), followed by oyster mushroom (42.2%), and button mushrooms (13.7%). The leading reason for mushroom consumption is Nutritional value & Health benefits (59.8%), followed by Medicinal properties (20.6%) and Delicacy (19.6%). The constraints to the consumption of fresh mushrooms are as follows, limited culinary options (36.3%), unavailability of fresh mushrooms (24.5%), uncertainty about where the mushroom was grown (20.6%), and unawareness of the nutritional benefits of mushroom consumption (18.6%).

The purchase behavior of the Mushroom Center's customers for fresh mushrooms showed described the purchase frequency of the respondents was mainly occasional (50.0%), twice a month (38.2%), and monthly (9.8%). The Quality of mushrooms (57.84%) is the primary factor that affects the customers' purchase of fresh mushrooms, followed by Price (22.5%) and lastly, the Location or proximity of the customers' address to the Mushroom Center (19.61%). The findings revealed that variety (50.0%) is the most considered mushroom attribute for purchase, followed by size (40.2%) and shape (9.8%). Lastly, the respondents answered where they purchase fresh mushrooms aside from the Mushroom Center, and results indicated majority (53.9%) buy from the public market, followed by peddlers, and in malls.

The evaluation through appropriate types of correlation analysis explains the relationship between the individual customer characteristics with the customer's likelihood to repurchase fresh mushrooms at the Mushroom Center and identifies the strength and direction of the association. Out of the 47 variables, including components of rank variables converted to nominal, only 16 variables have a significant relationship with the customers' likelihood to repurchase fresh mushrooms from the Mushroom Center, referred to as determinants.

Logistic Regression Analysis is used to identify which determinants predict customers' likelihood to repurchase fresh mushrooms at the Mushroom Center. The best- fit model is identified through trial-and-error combinations of the determinants in the Logistic Regression Model with the help of Wald's Test, Likelihood ratio Chi-square Test, and Logistic Regression Tests on Assumptions.

The Predictive Model of the Customer's Likelihood to Repeat Purchase Fresh Mushrooms at the Mushroom Center indicates "A Mushroom Center customer is more likely to purchase mushroom as he/she ages, purchases the product occasionally, and considers the mushroom's quality in purchasing mushroom and medicinal properties as factors in consuming mushroom."

Using the predictive model, the predictors of Customer's Likelihood to Repeat Purchase Fresh Mushrooms at the Mushroom Center are the Customer's Age, Occasional Purchase Frequency, Quality of Mushrooms as the Main Considered Factor in Purchase, and Medicinal Benefits of Mushrooms as the Reason for Mushroom Consumption.

The predictive model can be more efficient by conversion of the likelihood or log odds into probability. Therefore, this study included a manual to understand better how the model works, the likelihood conversion to probability, and its interpretations.

A designed Marketing Plan recommends strategies for the Mushroom Center to boost Customer Repurchase, improve Customer Engagement, and enhance Customer Loyalty of the customers for fresh mushrooms based on the identified predictors in the predictive model.

Moreover, this research recommends that the Mushroom Center can support mushroom farmers through market information sharing of the study's determinants and predictors of customers' likelihood to repurchase with fellow local mushroom producers. Consequently, this paper suggests the assistance of National Government Agencies for a wider market information dissemination on the customer characteristics, determinants, and predictors of repurchase. On the other hand, this study recommends the Local Government Units' assistance in market information sharing to other mushroom producers within the province of Isabela, hoping to improve producer competitiveness and increase their productivity.

Lastly, the researcher recommends that future researchers explore and include other relevant customer characteristics and other aspects of purchase behaviors that can be the foundation of their study.

Language

English

LC Subject

Mushroom industry, Consumption (Economics)

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 A39

Notes

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Document Type

Thesis

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