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)
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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
Recommended Citation
Fernando, Charmaine A., "Exploratory market study of bighead carp (Aristichthys nobilis) fish burger" (2011). Undergraduate Theses. 1330.
https://www.ukdr.uplb.edu.ph/etd-undergrad/1330
Document Type
Thesis