Consumer Satisfaction of Households in Calamba City on Online Food Delivery of Limited Agricultural Goods, 2025

Date

6-2025

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

Agricultural online food delivery services (OFDs) offer a low-cost way to sell fresh agricultural goods to consumers. In the Philippines, Agri-OFDs is a new channel for sellers and consumers to use. Agri-OFDs started because farmers needed to be able to sell during the pandemic. Since OFDs are relatively new, there is no information on the consumer behavior of buyers purchasing fresh agricultural goods. Calamba City is one of the highest- earning cities in Laguna with diverse barangays, which makes it suitable for this study. The chosen commodities include carrots, garlic, onion, and tomato, which were also the top selling commodities in OFD services.

This research studied the consumer behavior and satisfaction of households in Calamba City. The specific objectives were to: 1) characterize the profile of online food delivery service providers and customers; 2) determine the differences in online food delivery service usage and reuse intention by household location; 3) determine the level of satisfaction of consumers on food quality delivered and quality of service; 4) assess the factors affecting consumer satisfaction of availing online food delivery; and 5) provide possible marketing solutions based on the findings.

To understand the consumer behavior and satisfaction of households, two barangays were chosen, Barangay Punta and Barangay Masili, to measure the differences in usage by location of households. The methods used in the study were: descriptive analysis, T-tests comparing usage and reuse intention across the two barangays, and partial least squares structural equation modeling to understand various variables affecting consumer satisfaction, which includes the traits of the chosen commodities.

The T-tests revealed that Barangay Punta significantly spent more and had a higher frequency of delivery than Barangay Masili. The same test also revealed that Barangay Masili had a significantly lower delivery fee than Barangay Punta. The consumer satisfaction revealed that both barangays were satisfied with the current service provided by OFDs. However, Barangay Punta had a lower satisfaction rating when it comes to the freshness of the commodities than Barangay Masili. The PLS-SEM results showed that consumer satisfaction had a strong and significant effect on the reuse intention, budget allocation, and frequency of delivery of the consumers. The food quality of the commodities also had a significant effect on consumer satisfaction. Based on these findings, it can be concluded that the consumer satisfaction of households is important when it comes to understanding what needs to be improved on with OFDs.

Based on the findings, the study recommends to include asking for consumer feedback as a standard practice for Agri-OFDs, study individual variables in Agri-OFD services, explore other fresh agricultural commodities, study the lifespan of consumers when purchasing from Agri-OFDs, study the effect of distance from the main road on the freshness of the agricultural commodities purchased, and increase governmental support for Agri-OFDs.

Language

English

LC Subject

Food delivery services, Selling—Agricultural services, Consumer behavior, Consumer satisfaction, Electronic commerce--Philippines

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993.5 2025 A14 V56

Notes

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Document Type

Thesis

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