Exploratory market study of bighead carp (Aristichthys nobilis) fish burger

Date

3-2011

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Request Access

To request access of this material, please email the administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

The study aimed to determine the acceptability of the bighead carp fish burger as ready-to-eat burgers and/or as ready-to-cook burgers to the market. The product was developed by Assistant Professor Thelma A. Mejia of the Laguna State Polytechnic University. This study described the buying and consumption behavior for burgers in general, determined the level of awareness from bighead carp fish burger in Los Baños, identified the product attributes that are of value to the consumers, evaluated the bighead carp fish burger in terms of the identified attributes that are of value to the consumers, and develop a marketing plan if the ready-to-cook and/or ready-to-eat bighead carp fish burger is found acceptable or otherwise recommend strategies to further improve the product. Based on the result of the study the ready-to-eat bighead carp fish burger is acceptable to the respondents. However, further modifications and improvements for the product are needed to ensure better marketing. The preferred brand name was Big-C Fish Burger. The most acceptable price that the consumers will pay is ₱24 per piece of ready-to-eat Big-C Fish Burger sandwich. On the other hand, for the ready-to-cook bighead carp fish burger, although the mean acceptability rating of the cooked and uncooked attributes of the product is above average, still the researcher wanted to ensure customer satisfaction with its respondents. Therefore, the researcher opted not to market the ready-to-cook fish burger until the undesirable attributes are improved.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2011 M17 F47

Document Type

Thesis

This document is currently not available here.

Share

COinS