Exploratory Market Study of Bighead Carp (Aristichthys nobilis) Fish Burger

Date

3-2011

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Agnes T. Banzon

Committee Member

Jeanette Angeline B. Madamba, Loida E. Mojica, Reynaldo L. Tan

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Abstract

Bighead carp fish burger, as the name implies, is a burger that utilizes bighead carp, commonly known as mamali or carpangus. The study aimed to determine the acceptability of the product to the market. The product was developed by Assistant Professor Thelma A. Mejia of the Laguna State Polytechnic University. Having known that bighead carp is not commonly patronized by the public, she devised ways on how to process the fish for value addition.

Focus Group Discussions (FGDs) were conducted to gather information on the attributes of bighead carp fish burger and to generate important key points from the potential buyers of the fish burger. The results of the FGDs were used to further improve the market and consumer survey and the product test questionnaires. FGDs were conducted in five sessions composed of three sessions of seven respondents per group and two sessions of five respondents per group. The sessions were held for high school students, college students, young adults and children with the approval of their parents, and adults. On the other hand, a total of 100 purposively selected respondents participated in the market and consumer survey. The respondents were grouped into four: high school students (13-16); college students (17-22); young adults (23-30); adults (more than 30). The results of the survey showed that only 39% of the respondents were aware of fish burgers in general, while 83% of the respondents were not aware of the bighead carp fish burgers.

The result of the attribute importance ratings of the respondents for ready-to-eat burgers showed that taste, health benefits, appearance, aroma, price, tenderness, juiciness and texture were equally important. The result of the attribute importance ratings for ready-to-cook burgers, showed that taste and health benefits were the most important attributes. This was followed by appearance, aroma, tenderness, texture and juiciness which all ranked second. On the other hand, appearance, shelf-life, aroma, color, price and packaging were all equally important attributes for the uncooked burger.

The product test revealed that the product is generally acceptable with 92% affirming that they liked the product. All of the attributes were rated above average with an overall mean acceptability rating of 6.12 (7 being the highest). The respondents rated health benefits and taste as their most liked attribute followed by tenderness, appearance, juiciness, texture and aroma. Eighty-nine percent (89%) of the respondents are willing to buy the ready-to-eat bighead carp fish burger and they also suggested some improvements for the product.

To test whether there is a significant relationship between the respondent groups and mean acceptability rating, the Chi-square test of independence was performed. The result of the test showed that there was a relationship between the segment and mean acceptability ratings for appearance, aroma and taste at 10% and 5% level of significance. In terms of health benefits, juiciness, tenderness and texture, the test revealed that there was no association with the segment group and the mean acceptability ratings of the respondents. Also, Kruskal-Wallis non- parametric test was conducted to determine if there were significant differences in the mean acceptability rating and the product attributes among age groups. The test showed that there were significant differences in the rating among the four segments except for aroma and tenderness.

In general, the ready-to-eat bighead carp fish burger is acceptable to the respondents. However, further modifications and improvements for the product are needed to ensure better marketing. The preferred brand name was Big-C Fish Burger. The most acceptable price that the consumers will pay is ₱24 per piece of ready-to-eat Big-C Fish Burger sandwich.

With the objective of determining whether the product could also be marketed as ready- to-cook burgers, the home placement test was done. Thirty (30) purposively selected households

in Los Baños, Laguna participated in the home placement test. Ninety-three percent (93%) of the households stated that the product is acceptable and 89% are willing to buy the product. Unfortunately, results showed that more than half or 57% of the households found the bighead carp fish burger patty to be harder to cook than the usual burger. Also, it was observed by some of the households that the patty deforms after three (3) days. Although the mean acceptability rating of the cooked and uncooked attributes of the product is above average, still the researcher wanted to ensure customer satisfaction with its respondents. Therefore, the researcher opted not to market the ready-to-cook fish burger until the undesirable attributes are improved.

Language

English

LC Subject

Fish trade--Philippines, Market surveys

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2011 M17 F47

Notes

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Document Type

Thesis

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