A Consumer Acceptability and Market Potential Study of Gut Aide Animal Probiotics

Date

3-2010

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette C. Abelilla-Aquino

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Abstract

A Consumer Acceptability and Market Potential Study was done to know the level of future demand for Gut Aide , an Animal Probioitc produced by BIOTECH – UPLB. Specifically, this study aims to: (a) Describe buying and consumption behavior of the buyers on animal probiotics. (b) Determine the buyer’s level of awareness and familiarity on animal probiotics produced by BIOTECH. (c)Compare the product competitiveness of animal probiotics produced by BIOTECH with other animal probiotics produced in the market ,(d)Determine potential consumers and potential demand of animal probiotics produced by BIOTECH. and lastly,(e)Identify the problem in producing and marketing animal probiotics and recommend possible solution.

A total of ninety respondents has been interviewed and they were asked about their preferences as a consumers of animal probiotics. These respondents were divided into three groups namely: (a) Gut Aide Users ,(b) Gut Aide Nonusers1 and Gut Aide Nonuser 2. With regards to the Nonusers, it was further subdivided into two. The First Set of NonUsers are those who are currently using animal probiotics except Gut Aide and the other set of NonUsers are those who do not use animal probiotics at all in their farms.

With regards to the behavior of the consumers towards the product, it gained a positive response from them. For the Users who’ve tried Gut Aide, they are very much satisfied with the results because it has served its purpose on their animals. While for the non users majority of them are willing to try the product just by merely introducing it to them. Some of them weren’t open in trying the product because of the nature of their farm operations, some of them are on contract growing. Meaning, the company they are tied up with are the ones in charge in supplying them with their needs in the farm, and in line with this the company are also the ones in charge of choosing their medical supplies in the farm, and all they need to do is to just provide the labor in the farm for them to produce the required live weight of their animals which is prescribed by their respective companies.

A statistical analysis was used in finding out if the scores given by the respondent are significant or not. The results showed that the p-value was less than the given alpha, which is 5%. It resulted that it was less than 5%, therefore, scores given are very much significant, resulting to a high score given to Gut Aide compared to commercially produced Animal Probiotics.

In this regard, the high scores signifies that Gut Aide has better results than those commercially produced in the market.

The study found out that that Gut Aide gain a positive result among the respondents but the thing is, awareness on the said product is very much low compared to the imported ones, which most of them are using. It is recommended to have a further market study and market development to increase the level of awareness of consumers. Specifically, Market Development, Commercialization and Market Niching is recommended to increase such awareness.

The Institute of BIOTECH would have to go for a very intensive advertising in order to promote their product in the market. In this regard, they would have to create a good image in the minds of their consumers and even their potential consumers.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2010 M17 G37

Notes

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Document Type

Thesis

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