Consumer Preference for Selected Plant-Based Milk in Calamba City, Laguna

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

The study analyzed the consumer preference for selected plant-based milk in Calamba City, Laguna. Specifically, it aimed to: (1) describe the soy milk, almond milk, and oat milk consumers and their purchasing behavior; (2) identify the reasons of the consumers for buying the selected plant-based milk; (3) determine the most preferred plant-based milk of the consumers; (4) identify the product attributes that the consumers consider when buying soy milk, almond milk, and oat milk; (5) identify the association between socio-economic characteristics of the consumers and product attributes of soy milk, almond milk, and oat milk; and (6) provide recommendations based on the results of the study.

Primary data were obtained from 97 preferred plant-based milk respondents using a pre-tested questionnaire. Soy milk is the most preferred plant-based milk followed by oat milk and almond milk. There were four reasons why the respondents chose the selected plant-based milk and they are health-related reason, physiological reason, social reason, and sensory-based reason. Results of the descriptive analysis showed that the average age in years of preferred soy milk, almond milk, and oat milk respondents was 30.17, 29.58, and 28.50 years, respectively. The average years of education completed were 12.41 years for preferred soy milk respondents while 14.50 years for preferred almond milk respondents and 14.94 years for preferred oat milk respondents. About 42 percent of the preferred soy milk respondents have a monthly income of less than PhP 10,957.00 while half of the preferred almond milk respondents and 38 percent of the preferred oat milk respondents have a monthly income range from PhP 21,195.00 to PhP 43,828.00.

Results of the Pearson’s correlation revealed a positive association between preferred almond milk and oat respondents’ monthly income and their volume of purchase. Based on the attribute rating, taste is the most important attribute for the preferred soy milk and oat milk respondents, while nutritional content is the most important attribute for preferred almond milk respondents. Shelf life is the least important attribute for all of the preferred plant-based milk respondents. Results of Spearman’s rank correlation showed a positive association between their age and the rating given to the taste of soy milk. There was also a positive association between preferred almond milk and oat milk respondents’ monthly income and the rating given to nutritional content.

Based on the findings of the study, the following were recommended: (1) market segmentation on the selected plant-based milk, (2) maintaining the presence of the selected plant-based milk in supermarkets and convenience stores, (3) highlighting the product attributes of the selected plant-based milk, and (4) suggestions for future studies.

Language

English

LC Subject

Mlik trade, Consumers' preferences

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 D59

Notes

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Document Type

Thesis

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