Consumer Preference and Willingness to Pay for Pasteurized Chicken Egg Products Among Restaurants in Batangas City, 2024

Date

1-2025

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Cenon D. Elca

Committee Member

Geny F. Lapiña, Maria Angeles O. Catelo

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Abstract

This study was conducted with the general objective of determining and analyzing the consumer preference and willingness to pay for pasteurized chicken egg products among restaurants in Batangas City. Specifically, the study wanted to: 1) evaluate the level of awareness of restaurants about pasteurized chicken egg products; 2) analyze the preferred attributes that influence the preference for pasteurized chicken egg products of restaurants; 3) determine the willingness to pay of restaurants for pasteurized chicken egg products; and 4) provide appropriate recommendations for pasteurized chicken egg products based on research results. The pasteurized chicken egg products that were covered by the study were liquid whole eggs, liquid egg whites, liquid egg yolk, and dried whole egg powder.

A total of 42 respondents were surveyed in Batangas City. In order to determine the level of awareness of the respondents on pasteurized chicken egg products, questions regarding its uses, regularity of its supply, its perceived benefits, origin, price, size, and its sustainability were asked among the respondents. To determine the preferred attributes of the restaurants on all of the pasteurized chicken egg products, product attributes such as storability, perishability, packaging, nutritional value, and appearance were rated using a five-point Likert scale. In addition, the analysis of odds ratio was used to determine the relationship between the willingness to pay of the restaurants and their level of awareness on each pasteurized chicken egg product. Odds ratio was also used to determine the relationship between the willingness to pay of the restaurants and their characteristics such as their scale of operations and their number of years in the business. For other characteristics such as monthly revenue and ownership structure, their association with the willingness to pay was also determined.

The results of the study revealed that restaurants in Batangas City have a low level of awareness on pasteurized chicken egg products, with storability as the most prioritized product attribute, and product price, size, and availability as the least prioritized product attributes. It was also determined that restaurants with a low level of awareness were more likely to pay for dried whole egg powder, and the willingness to pay was higher among large-scale and emerging restaurants. No association was found between willingness to pay and monthly revenue or ownership structure. Based on these results, this study recommends to increase the awareness regarding pasteurized chicken egg products through educational campaigns, improve pricing strategies to align with consumer expectations, address distribution challenges through partnerships and e-commerce, focus on practical product attributes, incorporate customer feedback, and expand the scope of the study.

Language

English

LC Subject

Egg products industry, Eggs--Quality, Consumers' preferences, Willingness to pay

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 E26

Notes

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Document Type

Thesis

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