An exploratory market study for Déstan miracle fruit wine

Date

4-2013

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Agnes T. Banzon

Abstract

Miracle fruit or Synsepalumdulcificum is a berry type of fruit, which originated in West Africa, that when eaten makes food and drinks which normally taste sour taste sweet. Dr. Domingo Angeles, the current Dean of the College of Agriculture of the University of the Philippines Los Baňos, exports fresh organic miracle fruits to Japan and those fruits that do not meet the standards of the Japanese are processed into wine. The study was conducted to determine the acceptability of D?ESTAN miracle fruit wine and to help Dr. Angeles in marketing the product. Specifically, the study intended to describe the buying and consumption behaviour of the consumers with regards to wines, to determine the level of awareness and familiarity of consumers with miracle fruit wine, to identify attributes that are of value to consumers, to evaluate the product in terms of the identified attributes, to determine if there are gaps between the desired attributes and the current attributes of the product, suggest product development strategies to address the gaps, or recommend strategies to facilitate product introduction if the product is found acceptable. Convenience and purposive sampling methods were used in this study. A total of 100 respondents were selected for the market survey and actual product testing.Three sets of Focused Group Discussion were conducted to gather information about wine drinkers? buying and consumption behaviour. A total of 16 respondents participated in the FGD.Survey data were analysed using descriptive statistics such as frequency counts, mean rating, and mode. The results showed that wines are usually consumed during formal occasions. Wine complements social gathering, get together and celebration of Christmas and new year. The most common place of purchase is the supermarket since it is a one stop shop where consumers can buy all their needs. Most of the respondents buy wines only once a year and the purchase decider is the household head. Wines are usually consumed by the respondents at their respective homes. It was found that most of the respondents are not familiar with miracle fruit wine nor with the fruit. Most of them were amazed by the sweetening effects of the fruit. The Focus Group Discussion and results of the previous wines studies revealed that the attributes that consumer value in wine are flavor/taste, color, aftertaste, bouquet, smoothness, packaging, price and size. A 7-point Likert scale was used to determine the acceptability of the attributes of D?ESTAN Miracle Fruit Wine to the respondents. Results showed that among the attributes only the size belongs to the moderately liked category in the scale. The rest of the attributes such as flavour, color, aftertaste, bouquet, smoothness, packaging, and price belong to the neither liked nor dislikedcategoryin the scale. Wilcoxon Signed-Rank Test was used to determine if there were significant differences between the means in the product rating. With the rating of the respondents, the product is deemed not acceptable to the market. The results of the Mann-Whitney U test shows that there is significant difference betweenthe rating of female and male with respect to the wine color. Seemingly females pay more attention to the color of alcoholic beverages that they drink compared to men. The result of the Cramer?s V shows that there is a strong association between age and thefrequency of buying wines. Seemingly, as one ages the frequency of buying of wine increases. Since the respondents are indifferent to the product attributes, further product development should be done to increase product liking. The bouquet, color, flavor/taste and packaging are the most mentioned attribute of the product that needs improvement. The alcoholic odor of the wine may be minimized while the color should be turned darker, if not possible, lighter since the consumer associate the color of the wine to brandy. For the flavour/taste, the sugar content of the wine might be increased to improve the taste of the product since a fruity and sweet product appeals to the Filipino wine consumers. With regards to packaging, the colors used in the label should be livelier and the font size should be increased specifically the font of the volume of the wine and the alcohol content since most of the respondents comment that they cannot clearly read those because it is printed too small. The change in color of the bottle to red is also recommended to associate the fruit with the bottle or changed it to color black to associate more class. With the current characteristic of the product 49 out of 100 respondents suggested that the price of the product should be at Php 200 per 750 ml bottle.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

Thesis

Document Type

Thesis

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