Consumer preference for lambanog in Bay, Laguna, 2010

Date

4-2011

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Prudenciano U. Gordoncillo

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Abstract

This study determined the consumer preference for lambanog in Bay, Laguna. The specific objectives were, to establish the socio demographic and economic profile of lambanog consumers, to describe the product attributes that consumers look for in lambanog such as taste, aroma, after taste, price, color, packaging and alcohol content and to evaluate consumer preferences with respect to socio-demographic and economic factors affecting the consumer preference. To achieve the objectives, a descriptive analysis, preference ranking, likert scale and chi-square test of independence were employed, utilizing primary data obtained from a consumer survey of 100 respondents. The lambanog consumer-respondents were mostly in the early adulthood and mostly males. The education attained by most consumer respondents was highschool. Lambanog consumption was popular to blue-collar workers. As expected, most of the respondents were Roman Catholics, having an income less than Php3000. The usual source of awareness was the consumer’s friends and the place of purchase is usually sari- sari stores. The most important product attribute was the taste. Price was the second most important attribute that consumers look for. Aroma came third, color was fourth and the packaging ranked five. Media influence, after taste and the alcohol content ranked six, seven and eight, respectively. Age, gender, educational attainment, drinking buddies, monthly income and source of awareness were found to be the factors which consumer preference for alcoholic drink was dependent on. Alcohol content and aftertaste of lambanog were dependent on the civil status. Age bracket had a relation with the rating for aroma and alcohol content. The lower the age bracket, the more they preferred lambanog. Gender had the most number of dependent ratings for product attribute, therefore it was an important determinant of consumer preference. The product attributes that were dependent on gender were color, packaging, aroma, taste, aftertaste and alcohol content. Lastly, only alcohol content and aftertaste were found to be dependent on monthly income. For flavored lambanog, there were no ratings on the product attributes that were dependent on age and monthly income. For the civil status, only taste was dependent while packaging was the only dependent product attribute on gender. Putting flavors in lambanog improved its taste and alcohol content. Flavored lambanog should be available to sari-sari stores, which was the most common place to buy alcoholic drinks. It should target the females who do not like strong and hard drinks as well as the older people who were observed to dislike lambanog. Professionals and people having white-collar jobs should also be the target consumers.

Language

English

Location

UPLB College of Economics and Management (CEM)

Document Type

Thesis

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