Usage and Attitude Study for Retort Pouch Ready-To-Eat (RTE) Meals: Implications for DOST's Pack of Hope Products

Date

5-2019

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette A. Aquino

Committee Member

Dinah Pura T. Depositario, Jewel Joanna S. Cabardo, Agnes T. Banzon, Normito R. Zapata, Jr.

Abstract

The Philippines experiences several typhoons every year. Sometimes the typhoons are very devasting that electricity, gasoline, and water sources are unavailable to the affected areas. In this situation, feeding those who were devastated by the typhoon becomes a problem. Due to this, the Department of Science and Technology (DOST) developed food products that can be safely stored and need no preparation before consumption. These products were called Pack of Hope. These are Ready-to-Eat (RTE) food that can be consumed straight from the package and are shelf stable without the need of refrigeration for storage. Initially, it was produced for the purpose of having food supply during emergencies. However, with the increasing demand for Ready-to-Eat in the market, Pack of Hope can be an alternative meal to the growing population who are continuously searching for convenient food options.

This study aims to determine the usage and attitude towards retort pouch RTE and its implications on Pack of Hope Chicken Arroz Caldo in Manila, Philippines. Specifically, it seeks to describe the profile of RTE consumers in Manila, determine the level of awareness and familiarity to RTE food, describe the buying and consumption behavior of RTE buyers, specify the profile of potential buyers and target market of Pack of Hope Products and to propose introductory marketing strategies for the product based on the findings of the study.

Six (6) Focused Group Discussions (FGD) were conducted to get the insights on the consumers’ perception on RTE food. In Addition, 100 college students and young professionals who live, study, or work in Manila were interviewed.

A product test was conducted to determine the acceptability of Pack of Hope Chicken Arroz Caldo on specific attributes. Respondentsrated the attributes based on how important these are for RTE products. The results showed that the most important attribute of RTE food for the consumer is the taste of the product. They also rated their satisfaction level of Pack of Hope Chicken Arroz Caldo for each of the attributes indicated. It showed that the most liked attribute is the convenience of the product.

Product attribute analysis, price expectation analysis and price sensitivity analysis were also conducted in the study. Based on the results of the product attribute analysis, the respondents have a high standard for RTE food and the attribute that had the highest rating was taste. However, based on the Wilcoxon Signed Rank Test, the respondents consider all the attributes equally important. The price expectation analysis showed that the product should not be priced below Php24 since the respondents may perceive the product as cheap and of low quality. It should be priced around Php 39 as this is their perceived value. Lastly, the price sensitivity analysis showed that young professionals were more price sensitive than the college students.

Overall, the results of the study showed that Pack of Hope: Chicken Arroz Caldo was generally acceptable in the market. It is suggested that the product should be sold at convenience stores and supermarkets since this is where most of the respondents buy RTE food. In addition, the product should be priced at par with the RTE products already available in the market. This is around Php30-Php 39 since this is also the perceived price of the respondents. Advertisements with the use multimedia and social media are important to make the product known to the consumers as this is where they get their information from. The target market were also found to be active on these platforms

Given that the product is new, improvements on the product attributes were generated based on the results of the product test. Introductory marketing strategies were also made for the product in this study.

Language

English

LC Subject

Ready meals, Consumption (Economics)--Social aspects

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2019 M17 O44

Notes

Viewing access to electronic resources is restricted solely to UP Gmail accounts. Any access and share requests from external organizations and personal email accounts will be promptly declined.

Document Type

Thesis

Link to Full Text

Share

COinS