Consumers' Acceptability of and Willingness to Pay for Rambutan (Nephelium Lappaceum) Wine in Los Baños, Laguna, 2025

Date

6-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Reymond Denver Q. Buenaseda

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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Abstract

Rambutan production in the Philippines faces significant postharvest losses, and one way to minimize this is through value-adding strategies, including the processing of fruit into wine. This study assessed the consumers’ acceptability and willingness to pay (WTP) for rambutan wine in Los Baños, Laguna, the top rambutan-producing province in the country. A survey of 106 consumers from low- and high-income barangays in Los Baños, Laguna, Philippines was conducted using a pre-tested questionnaire designed to gather their sociodemographic characteristics, wine consumption behavior, awareness, knowledge level, perception level, acceptance rating for wine attributes, and willingness to pay.

Results revealed that the respondents' wine consumption was characterized by occasional and moderate drinking at home during holidays. The majority were unaware of the existence of rambutan wine in the market, resulting in limited knowledge about it. Despite this, they still have a positive perception on winemaking as a value-added strategy for rambutan fruit to reduce post-harvest losses and address its seasonality.

The rambutan wine’s attributes were acceptable to consumers, with an overall acceptability rating of 4.08. Color had the lowest acceptance rating among all the attributes, while packaging had the highest. Based on the results ofthe Mann-Whitney U test, the respondents from low-income barangay had a significantly higher acceptance rating for color, aroma, and overall acceptability. This is mainly due to familiarity with conventional wines brought about by higher frequency and volume of consumption relative to higher-income barangay. Ordered logistic regression was used to model consumer acceptability, and results show that younger, unemployed, and consumers with lower income are more likely to accept the product. Wine attributes such as taste, alcohol content, and price have a significant influence on consumers’ acceptability.

The average WTP of the consumers was PhP 261.56, which is lower than the prevailing market price of PhP 300.00. Moreover, only about a fifth of the respondents are willing to pay premium prices - half of these are young adults aged 18 to 25. Consistent with the results of ordinary least squares regression, WTP tends to move in the opposite direction with age. Additionally, the regression suggests that price attribute rating is a major determinant of their willingness to pay.

Given the results of the study, the following recommendations were formulated: (a) improve wine attributes through product research and development; (b) re-evaluate current market price and employ new pricing strategies; and (c) conduct targeted marketing efforts.

Language

English

LC Subject

Fruit wines, Wine industry, Consumer behavior

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 S26

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Document Type

Thesis

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