Analysis of the Purchasing Intention of Puto Biñan Consumers in Laguna

Date

5-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Jennica Amielle M. Mora

Committee Member

Dia Noelle F. Velasco, Cris Edwin B. Bonalos, Melodee Marciana E. De Castro

Restrictions

Restricted: Not available to the general public and to those bound by the confidentiality agreement. Access is available only after consultation with author/thesis adviser.

Abstract

Rice cakes, a traditional Filipino delicacy known as "kakainin", hold significant social and economic importance, particularly in the province of Laguna where diverse varieties flourish. This study focuses on Puto Biñan, a rice cake named after the city of Biñan. While Puto Biñan contributes to the local economy by generating employment and attracting tourists through festivals, concerning trends have emerged. Over the years, studies show a decline in kakanin consumption, with these delicacies no longer being actively sought after and primarily associated only with special occasions. Furthermore, sellers heavily rely on tourism, as evidenced by the closure of pasalubong shops (shops selling souvenirs and local delicacies) during the pandemic due to reduced demand and logistical difficulties. Given the challenges faced by Puto Biñan processors and sellers, particularly the unstable market tied to tourist fluctuations and declining consumer interest, a critical need exists for a deeper understanding of Filipino consumer purchase intentions towards kakanin. This study aimed to address this gap by analyzing consumer purchasing intentions, specifically for Puto Biñan. By focusing on this topic, the study aimed to provide valuable insights for processors and sellers to understand the current market landscape and adapt their offerings accordingly. The findings can further contribute to the general understanding of consumer preferences and decision-making processes related to local food products, particularly on rice cakes. Ultimately, this research aspires to serve as a tool for developing successful marketing strategies for Puto Biñan stakeholders within Laguna.

The general objective of this study is to analyze to purchasing intention of Puto Biñan consumers in Laguna. This study used quantitative-correlational approach. The Theory of Planned Behavior (TPB) model was extended in this study, and a theoretical framework was created that connects the three probable antecedents which are the perceived food quality, perceived food value, and convenience, to the three behavioral domains, which then affects purchase intention. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to analyze the data collected.

An analysis of survey responses revealed key characteristics of Puto Biñan consumers. The majority of respondents were female and belonged to the younger age group (18-24 years old). A significant portion of respondents came from nearby cities like Biñan, Calamba, Cabuyao, and San Pedro. In terms of their buying behavior, the study found that consumers primarily bought Puto Biñan for two purposes: as pasalubong (gifts for friends and family) and for personal consumption, particularly as breakfast or snacks. Notably, Nila's Puto emerged as the most preferred store, likely due to its widespread presence compared to other sellers. Lastly, the survey indicated that respondents usually buy Puto Biñan once every few months only.

Based on the analysis of PLS-SEM, the result showed that six out of twelve hypotheses of this study were supported. Perceived food quality and perceived food value, both acted as preceding factors to attitude, which then affect consumers’ purchase intention towards Puto Biñan. On the other hand, even though there were significant preceding factors identified for both subjective norms and perceived behavioral control, findings showed that these two cannot directly predict intention to purchase.

On the basis of the study's findings, recommendations for Puto Biñan processors and sellers were proposed. It is recommended for them to design strategies targeting consumer attitude, while considering the identified significant antecedents for attitude, which are perceived food quality and perceived food value. To create a positive perceived quality towards the delicacy, sellers may focus on targeting the freshness of the food. They can promote that the delicacies are made fresh by considering visible signs in-store or on packaging that indicate freshness of Puto Biñan. To create a positive perceived food value towards Puto Biñan, they can consider catering to different preferences by considering the availability of variations of the delicacy. Considering that Puto Biñan consumers in Laguna are likely young to middle-aged, they can also appeal to younger consumers by creating trendy flavors and aesthetic packaging. For the local government unit of Biñan, integrating Puto Biñan into tourism marketing efforts is recommended, such as organizing cooking demonstrations and cook fests. Highlighting the quality and value of Puto Biñan through engaging video content on websites and social media platforms can also attract new markets. Looking towards future research, the researcher recommends changing some factors in the framework, by integrating other variables such as health consciousness and food safety to extend the TPB model. Furthermore, future studies can also check the exclusivity of the variables used in this study, such as perceived food quality and perceived food value.

Language

English

LC Subject

Rice cakes industry, Purchasing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 R63

Document Type

Thesis

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