A Market Acceptability Study of UPLB-ADSC's Squash- Supplemented Hotdog

Date

4-2011

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Loida E. Mojica

Committee Member

Nanette C. Abelilla-Aquino, Agnes T. Banzon, Reynaldo L. Tan

Abstract

A Market Acceptability Study was done to assess the acceptability of Animal and Dairy Sciences Cluster’s (ADSC) squash- supplemented hotdog in the Los Baños market. Specifically, this study was done to determine and describe the consumer buying behavior for hotdogs, to identify the important product attributes of hotdogs, to identify and profile the potential buyers and target market of ADSC’s squash- supplemented hotdog, to determine the consumer acceptability of the product based on product attributes, to determine how ADSC’s squash- supplemented hotdog compares with other hotdog products with the same formulation in the market, to suggest improvement possibilities for the product if found unacceptable, and to propose introductory marketing strategies for ADSC’s squash- supplemented hotdog, if found unacceptable.

The one hundred twenty (120) purposively- chosen respondents who participated in the market and consumer survey as well as in the consumer preference or product taste test were drawn from and divided into three respondent- groups namely, children, students, and housewives. Furthermore, there were six (6) Focus Group Discussions (FGD) sessions, where each session had seven (7) participants, who were also classified as children, students, and housewives. The data gathered from these marketing research tools were assessed using frequency counts, percentage distribution, and mean rating and rankings. The statistical tool used in this market study was Kruskal- Wallis to test the significance of the differences in the overall rating of the three hotdog brands, differences in the attribute ranking of the three hotdog brands, and the differences among the decision of the three respondent- groups.

Generally, based on the results of the FGDs, taste emerged as the most important hotdog attribute to the three respondent- groups. During the product taste test, the general comments on Brand C were that the color of the hotdog was red and that specks of yellow bits were visible inside the hotdog; the taste was good, some children said it was spicy, some of the students and housewives said it was sweet and salty; the tenderness was characterized as soft, but not to the point that it would easily disintegrate when cooked or eaten; and lastly, the juiciness was just right when compared to Purefoods Tender Juicy hotdog. Most of the respondents saw Brand C as being just the same as their brand of hotdog.

In the market and consumer survey, results showed that media was the most common source of information for the respondents about hotdogs. The respondents consume hotdog because it is easy to prepare, cheap and always available. In addition to this, almost all of the respondents consume hotdogs during breakfast. However, there were some, like the students, who consume hotdogs for lunch, dinner, and sometimes in between meals or as snacks. Majority of the respondents buy their hotdogs in supermarkets and most of them buy in 1 kilogram packs. Children were found out to be the heavy consumers of hotdogs because they consume hotdogs several times a week as compared to the students and housewives who consume hotdogs only once a week to once a month.

Attribute importance ratings showed that taste was the major attribute that the respondents look for in a hotdog, followed by tenderness and juiciness. It was determined that Brand C was the most preferred brand by the majority of the 120 respondents followed by Brand A, then Brand B.

Based on the feedbacks that were solicited from the respondents, the researcher could safely infer that ADSC’s squash- supplemented hotdog is acceptable to the Los Baños market. This statement is supported by the fact that majority of the respondents saw the product as being just the same as their brand of hotdog.

Since ADSC’s squash- supplemented hotdog was found to be acceptable in the market, the researcher proceeded with the formulation of the introductory marketing strategies. On the other hand, before developing introductory marketing strategies for NutriJuicy Hotdog, ADSC must first address the comments of improvement revealed in the study.

Brand tests were done and results showed that the most preferred brand name for the ADSC’s squash- supplemented hotdog was NutriJuicy Hotdog. The proposed target market for NutriJuicy Hotdog is the Los Baños market since the residents are considered as the immediate buyers of the product. The specific location of the place where NutriJuicy Hotdog would be distributed first is in the Animal and Dairy Sciences Cluster’s Animal Products and Product Utilization (APPUD) building. Promotions for the product were recommended to come in the form of tarpaulins, posters, and other print media, as well as through DZLB and word of mouth.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2011 M17 M36

Notes

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Document Type

Thesis

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