Consumer Perception and Purchase Intention on Filipino Artisanal Chocolates Among Residents from Metro Manila

Date

12-2024

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Remund Jordan D. Labios

Committee Member

Chris Edwin B. Bonalos, Jennica Amielle M. Mora, Dia Noelle F. Velasco

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.

Request Access

For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

Artisanal chocolate represents a growing niche in the global chocolate industry, characterized by small-batch production, high-quality ingredients, and a strong focus on craftsmanship and innovation. This research paper examines consumer perceptions and purchase intention related to Filipino artisanal chocolates in Metro Manila. The goal is to uncover what drives these preferences and intentions to purchase within this specific market.

The research highlights a promising market for Filipino artisanal chocolates in Metro Manila, particularly among younger adults who value high-quality, visually appealing, and culturally authentic products. This aligns with a broader global trend towards artisanal and premium chocolate introductions, which have seen a steady increase with an average compound annual growth rate (CAGR) of 4.4% over the last five years. The majority of respondents (51%) fall between 18 and 24 years old, with another 33% aged 25 to 34. There is a notable gender skew, with 57% of respondents identifying as women. This suggests a key opportunity for brands to strategically tailor their marketing and product development towards a younger, predominantly female demographic.

The study identifies a balanced consumption pattern, with chocolate primarily purchased for personal enjoyment rather than solely for gifting. Both artisanal chocolate consumers (77.5%) and non-consumers (79%) prioritize personal consumption. This suggests a potential for brands to position their products as both a personal treat and a gift, appealing to a wider range of purchasing motivations.

Consumers place a high premium on quality when selecting artisanal chocolate, followed by packaging and branding. Quality is cited as the most important factor by artisanal chocolate consumers, with 62% of respondents strongly agreeing that it influences their purchasing decisions. This is reinforced by non-consumers, with 76% strongly agreeing or somewhat agreeing that quality is essential. Packaging also plays a crucial role, with 67% of consumers stating that it impacts their decision to purchase. This suggests a demand for a visually appealing and premium presentation that complements the high-quality product.

The importance of a distinct Filipino cultural identity in branding is further emphasized, as it resonates positively with both consumers (55% strongly agree or somewhat agree) and non-consumers (59% strongly agree or somewhat agree). This highlights a desire for products that showcase Filipino heritage and craftsmanship. Brands can leverage this by incorporating local ingredients, using culturally significant designs, and crafting narratives that appeal to national pride.

While consumers recognize the value proposition of artisanal chocolate and are willing to pay a premium for quality, price sensitivity is a crucial factor. A significant proportion of consumers (56%) agree that artisanal chocolates are expensive, impacting their purchase decisions. Among non-consumers, this perception is less pronounced, with 59% finding prices reasonable and 78% believing they offer value for money. This suggests a need for brands to balance premium pricing with affordability and clearly communicate the value proposition of their products to justify higher prices.

The study emphasizes the effectiveness of value-oriented promotional strategies, including discounts, “buy one, get one” offers, and free samples. Discounted prices are a strong driver for consumers, with 88% agreeing that they would be encouraged to purchase. This highlights the importance of strategic pricing and promotions to attract price-conscious consumers.

Social media platforms, particularly Instagram, Facebook, and TikTok, are shown to heavily influence purchase decisions, showcasing the power of visually driven platforms in promoting artisanal chocolate. Among consumers, 80% consider Instagram influential, followed by Facebook at 66%. For non-consumers, Instagram holds a similar influence (71%), with Facebook following at 52%. This suggests a strategic opportunity for brands to invest in visually engaging content, influencer collaborations, and targeted advertising on these platforms to reach a wider audience.

Furthermore, personal recommendations from friends and family play a significant role in shaping purchasing behaviour, reinforcing the importance of word- of-mouth marketing. The research demonstrates that positive shopping experiences and a well-designed retail environment contribute to a willingness to pay a premium, signifying the value consumers place on a holistic experience.

The research concludes that the Filipino artisanal chocolate market in Metro Manila holds significant potential for growth. To effectively capitalize on this opportunity, brands need to address consumer expectations regarding quality, cultural relevance, and price. Aligning product offerings with these preferences and adopting targeted promotional strategies will enable brands to build a stronger market presence and cultivate a loyal customer base among a growing segment of young, discerning, and culturally aware consumers who value local, high-quality products.

Language

English

LC Subject

Chocolate, Purchasing, Consumer behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2024 M17 B53

Notes

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Document Type

Thesis

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