An Exploratory Assessment on Fresh Pangsires (Creamy Dory) Fish in Los Baños, Laguna

Date

4-2010

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Reynaldo L. Tan

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Abstract

Pangasius (Pangasius hypophthalmus) is one freshwater fish which is already regarded as third, next to Tilapia and Milkfish, in the top most consumed freshwater fishes in the world. In fact, it is now an active industry commodity in several countries, especially in Asia, since the fish brings about significant huge amounts of profits to major Pangasius producer countries. But in the Philippines, specifically in Laguna, the potential of this commodity to be profitable in local markets is still not realized. Hence, a social enterprise called the Punla Sa Tao Foundation (PSTF) in their Pangga Pinoy project partnered with Vitarich Corporation, the pioneer company of Pangasius contract growing, to pursue the market introduction for Pangasius in Laguna, and one of its pilot areas is in Los Baños.

This study was conducted to determine whether fresh Pangasius fish will gain acceptance in the Los Baños markets. Specifically, it aimed to present the profile and describe buying and consumption behavior of the buyers of fresh fish in Los Baños; determine the buyers‟ level of awareness with the fresh Pangasius and compare the level of familiarity to processed Pangasius products; assess the current strategies of PSTF‟s Pangga Pinoy project in facilitating the introduction of fresh Pangasius in the Los Baños market; and recommend strategies to facilitate product introduction.

A total of 100 purposively selected respondents participated in the study. These respondents were composed of households all over Los Baños and selected food establishments within the area. All of them took part in the market and consumer survey and a total of 30 respondents participated in the product taste test, 20 were households, while the other 10 were food establishment menu purchase deciders. Results showed that fish buyers in Los Baños were mostly consuming and serving Tilapia, Milkfish (Bangus) and Roundscad (Galunggong) both in their homes and businesses. These buyers became aware of the fishes that they consume through regular market visits. Usually, they buy in volumes of 1 kilo per kind of fish per visit. Household buyers usually buy fish once a day every morning, while most food establishment fish buyers procure fish twice a day, both from the New Batong Malake public market, which is considered as the center of trade in Los Baños. On the average, interviewed households had usual budget allotments within the range of Php 110-150 in their purchase of fish while food establishments allot Php 210-250 in their fish procurements for their business.

The product attributes that were identified important by both household and food establishment respondents were freshness, perceived taste, price and fish meat quality. On the other hand, availability, presence of fish bones, color and odor came out to be the least important attributes compared to those former. Satisfier/ dissatisfier analysis revealed that the attributes color and presence of fish bones were the only satisfiers in the case of households and all other attributes were considered residuals, while food establishments consider all the attributes as residuals.

Generally, only 9% of the households and 17% of food establishment respondents were aware of Pangasius. Food establishments were more familiar with Pangasius in its fillet form, accounting to about 44% than households with only 17%. Both groups of respondents had acquired awareness through market and food establishment visits. Almost half of the household respondents were found that they were willing to buy Pangasius based on its appearance both in its fresh and fillet form, while most of them prefer to buy other processed products made from Pangasius aside from fillet. Half of the food establishment respondents were not interested in buying the fish in its fresh and other processed forms, but more so, they were willing to buy only the filleted fish.

Fresh Pangasius was found to be quite acceptable to both household and food establishment respondents. The most favored commodity attribute was the quality of the fish meat, color and the presence of less fish bones. In addition, the least favored commodity attribute was its being non-familiar, its strong fishy taste when fried, and its being high-priced, since most of the respondents still perceived the fish to have a price comparable to kanduli, a low end fish. When compared to their most consumed and served fishes, Pangasius was found to be superior in terms of its color after cooked, less presence of fish bones and very desirable fish meat quality. Both groups of respondents identified its most inferior attributes were the price and its being currently non-available in nearby markets, unlike their commonly consumed ones. After the taste test, 70% of the household respondents were interested to buy the fish if it is made available in the nearby markets, while only 40% of food establishment respondents were willing to purchase it.

Respondents identified reasons for buying Pangasius. Households mentioned that it could be an addition to the fishes that are usually used as viands and it may serve as alternative to other common fishes. Moreover, 22% of the households said that they would buy it because of its tender fish meat and 17% mentioned the fish was easy to eat since it has less fish bones. The 30% of households who were not that willing to buy said that they would just buy the fish in the absence of other fishes in the market. Respondents from food establishments also identified the same reasons and added that they would buy Pangasius if only there were customer demands. Based on the product taste results, half of the household respondents perceived that Pangasius could be competitive to other kinds of fishes available in the market, if the price can be lowered and if it is made available regularly to nearby markets. Only 40% of the food establishment respondents believe in the potential of this fish to penetrate and become competitive in Los Baños, and that if it is made processed. Furthermore, according to the results of the price sensitivity analyses, the range of acceptable price for households given a kilo of fresh Pangasius was about Php100-110, while in the case of food establishments, the identified acceptable price was at Php100.

The current move of the Punla Sa Tao Foundation on their Pangga Pinoy project is still in its introductory phase. As of now, the sole source of marketing was through the promotional activities such as product tasting in public markets around Laguna. It is recommended that PSTF should consider intensive marketing strategies to facilitate the introduction of Pangasius in Laguna. Although costly and aggressive, the trade off would be that Pangasius will be widely known in Los Baños and that there may become a potential high demand for the fish in the future, causing PSTF push through with their Pangasius contract growing project.

Language

English

LC Subject

Fish industry, Retail trade, Marketing

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2010 M17 G45

Notes

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Document Type

Thesis

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