Consumer Preference and Willingness to Buy for Soymilk in Lupao, Nueva Ecija, 2024

Date

1-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Cenon D. Elca

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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Abstract

The study aimed to analyze the consumer preference and willingness to buy soymilk in Lupao, Nueva Ecija. Specifically, it aimed to determine the consumers’ level of knowledge and awareness toward soymilk by degree of urbanization in Lupao, Nueva Ecija; identified the preferred attributes of soymilk by degree of urbanization; evaluated the willingness to buy soymilk by degree of urbanization; assessed the factors affecting willingness to buy; and recommended strategies based on findings. The study surveyed 100 milk consumers from selected barangays in Lupao: San Isidro (urban), Parista (rurban), and Bagong Flores (rural), using pre-tested questionnaires.

The study found that majority of the respondents were aware of soymilk, with urban barangay having higher awareness compared to the rural barangay. Despite the high awareness, the level of knowledge about soymilk’s nutritional properties and health benefits was low especially in the rural barangay. Consumer preferences for soymilk varied across locations, with color and aroma being the most favored attributes. Urban consumers rated taste and creaminess higher than rural consumers, who preferred less rich flavors. Urban respondents also favored sweeter soymilk, while rural consumers showed a preference for less sweet options. Nuttiness was the least liked characteristic, particularly in rural areas, while affordability was more positively rated by urban consumers than by rural consumers, indicating a greater sensitivity to price in the rural barangay.

Out of the 100 milk-consumer respondents, 65 expressed a willingness to buy soymilk at the retail price of PhP 35 per bottle, citing health benefits for conditions like hypertension, diabetes, and lactose intolerance, as well as its taste. However, the remaining 35 respondents were unwilling to purchase, citing health concerns such as arthritis and osteoporosis, along with dissatisfaction with the packaging and labeling of the soymilk. Logistic regression showed that the key factors influencing the willingness to buy soymilk were product knowledge, aroma, and packaging. Aroma had the greatest impact, followed by knowledge. Packaging also had a minor influence. Factors like age, sex, location, and dietary preferences had no significant effects.

To enhance soymilk production, consumption, and market development in Lupao, Nueva Ecija, several strategies can be implemented. Expanding distribution in San Isidro, where willingness to buy was highest, would help reach a larger market. Addressing the knowledge gap with clear nutritional labeling highlighting benefits such as lactose-free, cholesterol-free, and low in saturated fat is essential. Soymilk variants should be tailored to regional preferences, offering creamier, less sweet options for urban consumers and lighter, sweeter ones for rural consumers.

Language

English

LC Subject

Soymilk, Consumers' preferences--Research

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 A68

Notes

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Document Type

Thesis

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