Consumer Perception and Purchase Intention on Plant-Based Meat Brands Among Selected Residents from Quezon City

Date

6-2023

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jeanette Angeline B. Madamba

Committee Member

Mar B. Cruz, Renen Szilardo V. De Guzman

Abstract

The plant-based meat industry in the Philippines has not yet fully expanded, although the Board of Investments and other key players are supporting the growth of the industry (National Government Portal, 2021). The consumer market is predicted to be those coming from younger age groups and higher income brackets (Schmidt, 2021). That being said, the residents from Quezon City are fitting respondents of the study in exploring the potential of the local plant-based meat market. This research aimed to analyze consumer perception and purchase intention through the respondent’s individual consumer demographics and their perceptions toward consuming and purchasing plant- based meat. Specifically, the researcher intended to (1) describe the consumer profile, (2) identify the relevant product attributes to a Filipino consumer, (3) enumerate the reasons related to consumer perception and purchasing intention, (4) analyze the correlations and associations to external factors related to a Filipino’s consumer behavior, (5) evaluate the current and potential market growth opportunities, and (6) formulate strategies for marketing the local plant-based meat industry.

Identifying the appropriate marketing tactics to target consumers would be necessary so that Filipinos can also contribute in lessening the drastic effects of meat production (Shao, 2020). However, this research is limited to being only applicable for the samples of the study due to the nature of the methodology. Furthermore, it focuses on plant-based meat in the imitation category, rather than alternatives such as tofu and mushrooms which are only used as meat replacements.

As a scientific advancement, plant-based meat claims to imitate the taste, texture, and appearance of actual meat (Lamas, 2021) as traditional meat is continuously producing harmful effects to health, animal welfare, and the environment, which are unsustainable in the future. Szenderák, Fróna, and Rákos (2022) report how agriculture emitted a total of 12% greenhouse gasses. Philippine agriculture is also not exempt to global issues such as low prices, decreasing production, and limited government support (Miraflor, 2020).

With this, a black box in every consumer exists that a marketer can only attempt to predict. Consumer perception is how an individual interprets the information provided to them. Purchasing intention focuses on the likelihood to buy a product (Kotler and Keller, 2016). The study used a descriptive and quantitative research design to provide insights on a larger market, with an online survey as the data collection method. With purposive sampling, the data were treated using non-parametric tests: Chi-square test using Cramer’s V as coefficient for nominal data, and Spearman rank for ordinal data. Other methods used were frequency analysis, sample minimum and maximum, standard deviation, and cross-tabulation which were helpful to achieve the study objectives.

With 54.42% of the 215 respondents as consumers, this group consists of those aged 20 to 22 years old students that are Roman Catholics. For non-consumers, the demographics are generally the same, with monthly family income as the only difference, since non-consumers are at the middle middle income bracket. From the storecheck analysis to supplement information regarding price and accessibility issues, it was identified that Veega, unMEAT and Quorn were the frequently sold products across the six districts of Quezon City. Most of the products are also sold in forms that are similar to traditional meat such as sausages, burger patties, and nuggets, but plant-based meat products are more expensive at an average price of PhP 202.15 at 245 grams per pack. For instance, with a traditional burger patty that is only worth Php 69.50 for 228 grams, a plant-based alternative is Php 105 for a pack of 160 grams.

Results show that motivations related to contributing to a healthy diet, ease and convenience to consume or prepare, and environmental benefits are the leading reasons to consume the product. Meanwhile, claims on having less preservatives and artificial ingredients, interesting advertising and product design, and being accepted by society are not strong motivators. Consumers place importance on all characteristics in relation to the product itself such as the quality of the food and other attached attributes. Furthermore, behaviors related to comparing prices and eating out are the most prevalent.

From the survey responses, reasons such as product characteristics on taste and sensory characteristics are crucial, but price and accessibility can be barriers towards purchasing the products. Social influences are also relevant, while marketing communication strategies are a possible improvement due to the ambiguity of plant- based meat. Overall, there are different personas that have varying motivations to consume, and it is crucial to identify how plant-based meat can be positioned to satisfy their needs.

Based on the analysis methods, the socio-demographic factors that are highly correlated with plant-based meat consumption are age, the number of adults in the family composition, employment status, and the status of being a breadwinner or not. With most of the respondents at a younger age, Generation Z and Millenials are aware of environmental and animal welfare issues (Szejda and Parry, 2020). On the other hand, the number of adults may affect perception and decision as social influences to consumption (Szenderák, Fróna & Rákos, 2022). Meanwhile, employment status results show that this can be related to an inclination towards plant-based meat. With regards to breadwinners, as defined by Merriam-Webster, they support their family through their income. Although family income was not a significant factor as compared to the study of Schmidt (2021), being a breadwinner or not may still affect the decisions of their family.

As an evaluation, consumer perception is mainly on the positive side, although some respondents have negative notions regarding the product. But with good intentions being realized, important product attributes such as taste and texture are also highly perceived by the respondents. With purchase intention, there are higher rates for purchase and repurchase, but barriers should first be exceeded. Adapting to a plant-based meat diet is not a prevailing trend for many, but based on their willingness to try, then plant-based meat can be slowly introduced as part of the Filipino culture. Although the consumer and non-consumer profile does not have much of a great difference, it would be really helpful to identify the factors that can further engage them into purchasing and consuming this futuristic product.

For both consumers and non-consumers, the recommendations centered on targeted marketing strategies for curious young adults, employed and student advocates, and health-conscious families. With this, marketing communications and other strategies in the marketing mix for product, price, place, and promotion can be improved to create a favorable buyer response among Filipinos.

Language

English

LC Subject

Meat industry and trade--Health aspects, Purchasing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2023 M17 A96

Notes

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Document Type

Thesis

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