Purchase Intention of UPLB Students on Snack Foods

Date

5-2016

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Gemma U. Reyes

Committee Member

Nanette A. Aquino, Loida E. Mojica, Dinah Pura T. Depositario

Abstract

The study was conducted to look at the food values influencing snack purchase intention of UPLB students. The objectives of the study are: 1) present the profile of the respondents, 2) identify the purchase intention of respondents in relation to snack foods, 3) identify the food values that they consider important in purchasing snack food, and 4) draw insights from the results and provide some recommendations for further research.

The sampling method used to obtain respondents was convenience sampling. Primary data were obtained through survey among 458 respondents. For purposes of analysing the food values considered important in purchasing snack foods, though 189 questionnaires were considered for further analysis. The data obtained were organized and analysed through descriptive analysis, specifically frequency analysis and graphs.

The majority of the respondents of the study were aged 17 years old. About 61% were female and were classified as freshman. Thirty-six percent of the sample was comprised of respondents who had a partial tuition fee discount of 60%. Moreover, most of the respondents allotted Php501-1000 for their food consumption in a week while the average number of times they ate snacks in a day was two.

The top snack items that UPLB students were found to likely purchase were chocolate, ice cream and fruits. Most of those who preferred these items were female and students with an annual family income ranging from P325,001 to P650,000.

Majority of the respondents, who were freshmen, signified their intent to purchase chocolates.

Comparisons among chocolate, ice cream and fruits in terms of food values were observed. There were a large number of students clustered under food value categories such as mood, sensory appeal, price and convenience for the three snack food options.

These results show that the respondents generally eat snacks for the improvement of their mood. People also want the food they eat to be palatable. The clustering of respondents under the category price indicates that these consumers are generally price conscious. The result for convenience is consistent with the literature stating that consumers want easy, fast and convenient food, beverage and cooking choices. It may also be attributed to the fact that the respondents live in a period where almost everything is within their grasp as attested by the existence of the internet. The health factor which figured out in ice cream and fruits indicates that consumers are becoming mindful of their diet despite the fact that these items have high sugar content.

The study did not tackle a specific issue thus; the recommendation is limited to future researches. Since purchase intention does not automatically translate to guaranteed sales, it is recommended to look at the actual snack purchasing habits of the consumers in future research.

Language

English

LC Subject

Selling--Snack foods

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2016 M17 C33

Notes

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Document Type

Thesis

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