Exploratory Study Consumer Acceptability of Quality Protein Maize (OPM) Corn Grits in Los Baños, Laguna

Date

4-2010

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette C. Abelilla-Aquino

Request Access

For non-UP researchers, requests for access to this material may be directed to the CEM Library at cemlibrary.uplb@up.edu.ph or to the UKDR administrator at uscs-mainlib.uplb@up.edu.ph

Abstract

The study was conducted in order to explore the initial potentials for the market of corn grits in Los Baños, Laguna. This study tried to answer the problem: Will the market accept corn grits as a substitute to rice? The problem statement can be broken down to the following questions: What is the level of awareness and familiarity of the consumers regarding corn grits?; What are the important attributes of the product that needs to be improved?; What is the initial consumer acceptability of the market to corn grits?; Given the rice crisis last 2008, will corn grits be accepted as one of the staples in Los Baños? and; What are the strategies in order to introduce the product to the market?

Consumer and market survey, home placement test, and focus group discussion were conducted at Los Baños, Laguna because the developers and the producer of the product believed that this area has a high market potential for its product provided that proper strategies would be identified and employed. With this, there would be a larger area for the crop production in case the demand increases. The presence of some agricultural institutions in the area was also considered. This was because it would be easier for the consumers to accept the product if they know that the producers came from a reliable institution. Also, this was to facilitate easier distribution of the product, which means that this would incur less cost on logistics. Lastly, Los Baños was selected because it is believed that there is a diverse community and culture in the area.

The data gathered from the tests done were analyzed using descriptive statistics, which include frequency counts and mean rating. Chi square of Independence test was used in order to determine the relationship among variables.

The results showed that 66% of the respondents are aware that corn grits exists in the Philippines and not in the study area. The highest rated attribute for the uncooked rice is the aroma while the least rated attribute was the cleanliness of the grains. The highest rated attribute for the cooked rice and corn mixture is the taste. On the other hand, cleanliness of the grains is still the least rated attribute of corn grits.

Results also showed that the market price of the product is well accepted by the market. Furthermore, the results showed that the population will give a positive response if the product is brought to the Los Baños market.

Product development on attributes like the cleanliness of the grains is recommended in order to increase the sales and acceptability of the product. Clean grains should be targeted in order to obtain a higher quality of color. Thus, this will reflect to a higher eating quality rating. Also, packaging of the product should contain the methods on how to prepare corn grits.

Market penetration will be a good strategy to be employed in the product. This will be done through intensive marketing strategies for more consumer awareness and trial of the product.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2010 M17 A54

Notes

Viewing access to electronic resources is restricted solely to UP Gmail accounts. Any access and share requests from external organizations and personal email accounts will be promptly declined.

Document Type

Thesis

Link to Full Text

Share

COinS