Consumer preference and consumption behaviour for selected town-based pastry products in Lucban, Quezon, 2013

Date

10-2013

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Julieta A. Delos Reyes

Abstract

The study determined the consumer preference and consumption behaviour for for the selected town-based pastry products in Lucban, Quezon (apas, broas, camachile, ensaymada and penagong). Specifically, it determined the different product attributes consumers look for in each type of pastry product identified the most preferred type and brand for each pastry product determined the factors influencing consumer preference and consumption behaviour for the selected pastry products and recommended possible marketing strategies for each of the selected town-based pastry product. One hundred randomly selected consumers were personally interviewed using a pre-tested interview schedule. Descriptive analysis using frequencies and percentages were employed to summarize the results of product attribute importance ranking and brand rating on attribute technique. Chi-square analysis was also performed to determine the factors that affected the consumer-respondents? preference and consumption behaviour for the selected products. The attributes identified in the study were: appearance, package size, branding, taste, and price. Results revealed that price was the most important product attribute consumers look for apas and penagong while it was taste for broas, camachile and ensaymada. Package size and branding were the attributes that ranked last in both preference ranking and brand ratings on attribute technique for each type of pastry product. Most (27%) of the respondents preferred ensaymada among the five types of pastry products while penagong was reported to be the least (6%) preferred type of pastry product. The most preferred brand for apas (46%), camachile (59%) and penagong (32%) was Pavino?s while Dealo Koffee Klatch (31%) was the most preferred brand for broas and Pecto?s (36%) was for ensaymada. Bakeries were the most preferred place of purchase while school canteens were the least preferred for all types of pastry products. In terms of the usual place of consumption, home was the most popular for all types of pastry products while the least preferred was school. When it comes to time of consumption, respondents consumed apas, camachile and ensaymada during snack time. On the other hand, penagong was reported to be consumed during breakfast while broas was mostly consumed during lunch and dinner time. The usual size of purchase for apas and camachile was the 25-gram pack while broas was usually purchased in 500-gram pack and both ensaymada and penagong were purchased in 100-gram packs. Most (58%) of the respondents purchased apas because they consider it as their comfort food. On the other hand, broas and camachile were usually purchased because of their unique delicious taste. Higher proportions (46%) of the respondents were consuming penagong with coffee and chocolate drinks while the rest of the pastry products were usually consumed without any complementary product at all. The results of the chi-square test for independence between the selected socio-economic characteristics of the respondents and their preference and consumption behaviour for the selected pastry products revealed five significant variables, namely: age, household income, time of consumption, reason for buying and complements consumed. For an improved marketing strategy, the following were recommended: ensure that the prices of each pastry product are reasonable, create more authentic ?Lucban look? for each pastry product, increase awareness for each pastry product through promotions and advertisements, and conduct more product testings in a much larger scale to further evaluate and identify the product attributes consumers really want for each pastry product.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 993.5 2013 A14 A23

Document Type

Thesis

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