Consumer's preference for fresh meat retail outlet in Los Baños, Laguna, 2012.

Date

10-2012

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Yorobe , Jose M. Jr.

Abstract

This study aimed to determine consumer’s preference for fresh meat retail outlet in Los Baños, Laguna and identify the different factors affecting consumer’s preference. This study was initially viewed to be beneficial for both types of meat retail outlet (modern and traditional retail format). The study has initially hypothesized different factors affecting consumer’s preference which generally include: socio-demographic attributes, product attributes and market attributes. These different factors were studied in relation to consumer’s preference. The study has also identified different meat retail outlets in the area and drew recommendations from the study’s findings towards more effective retailing strategies. Primary data gathered from 120 respondents from four barangays (Barangays Batong Malake, San Antonio, Tadlac and Baybayin) of Los Baños, Laguna, were assessed using descriptive analysis and chi-square test of independence. Seven marketplaces were identified, five of which were supermarkets and the remaining two were wet markets. These retail outlets were identified based on their size, store environment, facilities and services offered. Supermarkets were observed to dominate the meat retail industry in terms of number. Supermarket’s ability to satisfy consumer’s demand for a comfortable shopping environment was observed as one of its remarkable characteristics, which is given a high regard by most consumers. On the other hand, it was observed that more consumers are unsatisfied with wet market’s shopping environment, facilities and service. The study’s observation has also revealed that more consumers patronize wet markets rather than supermarkets. The notion that there’s already a shift in consumer’s patronage from wet markets to supermarkets was not proven true in this study. Consumer’s preference for fresh meat retail outlet was found to be influenced by respondents’ socio-demographic characteristics (age, gender, educational attainment, annual household income and mode of salary payment), product attributes (price and meat’s attribute of freshness) and market attributes (adequacy of parking space, convenience, regularity of supply and product variation). The chi-square test of independence in a contingency table revealed that consumer’s preference for fresh meat retail outlet was significantly affected and/or influenced by civil status, educational attainment, annual household income, mode of salary payment, distance from marketplaces, price, meat’s quality (freshness), adequacy of parking space, regularity of supply, convenience and variety of meat cuts. On the other

Language

English

Location

UPLB College of Economics and Management

Call Number

Thesis

Document Type

Thesis

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