A Market Study on the Acceptability of Tilanggit Across Income Levels in Selected Barangays in Cardona, Rizal

Date

4-2011

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Dr. Agnes T. Banzon

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Abstract

The study was conducted in order to explore the initial market potential for the market of tilanggit in Cardona, Rizal. This study tried to answer the problem: Will the market accept tilanggit as substitute to danggit and dried fish? The problem statement can further be broken down to the following questions: What is the level of awareness and familiarity of the consumers to tilanggit? Is tilanggit acceptable to all income levels? What are the important attributes of the product to be improved? What are the strategies to introduce the product to the market?

Focus group discussion, consumer and market survey and home placement test were conducted at Cardona, Rizal because the researcher believes that there is a high possibility that people residing it the town will accept the product and because of its proximity to Laguna Lake which is the main source of fish in the province. With the right strategy and marketing, the product will be highly acceptable to the market. With this, people residing not only in the town but as well as the province do not need to rely on the supply of dried fish from other provinces. Cardona is basically a fishing community and 54% of the population is dependent solely in fishing, it makes the town a more appropriate place to introduce tilanggit. Another reason for selecting Cardona as the area of study was to facilitate easier distribution of the product.

The data gathered from the tests were analysed using descriptive statistics, which include frequency counts, mean rating, Chi-square test of independence, Kruskal-Wallis Test on Differences of Means Across Income Brackets and Mann-Whitney U Test for Difference Among Means among two different income segments. These tests were used to determine the relationship among variables.

The results showed that among the respondents, only 38% are aware of the product. The highest rated attribute for the uncooked tilanggit in the consumer and market survey are color and size while for the home placement test, taste received the highest mean rating. On the other hand appearance received the lowest mean rating for both tests.

It was also seen that regardless of income, there are no significant differences in the buying and consumption behaviour of the respondents. The primary purchasers are mothers; most of the households buy at the market more and respondents with higher income but dried fish at least once a week while those with lower income consumes two to three times a week.

Generally, the most important attribute of the product is its taste. In the consumer and market survey, 42% of the respondents said that the most important attribute of the product is its taste. Likewise, in the home placement test, 52% of the respondents said that the most important attribute is its taste. At the same time, taste got the highest mean rating for attribute liking which means that the taste of the product reached the minimum requirements of the respondents for the taste of dried fish.

It was also found out that 94% of the consumers are willing to buy the product even at a higher price but they prefer to buy retail. The product also gained positive feedbacks from the respondents and it was found very acceptable to all income level.

Since most of the respondents liked the product and are willing to consume it as it, it is recommended that the product developer will maintain the current attributes of the product.

Overall cost leadership, market penetration and product development are the proposed strategies in introducing the product. Overall cost leadership would answer the issue of being price sensitive of the consumers. Market penetration will be employed to introduce the product to the different towns. In this strategy, intensive promotional activities will be done to make people more familiar of the product. Product development would deal with the attributes which needs to be improved.

Putting a brand name to the product would also be employed so people can differentiate it from other dried fish. This would also let the people know about some basic information about the product.

Language

English

LC Subject

Dried fishery products, Market surveys, Consumers' preferences

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2010 M17 O23

Notes

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Document Type

Thesis

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