Brand preference among chicken meat consumers in Quezon City, 2013.

Date

4-2013

Degree

Bachelor of Science in Economics

College

College of Arts and Sciences (CAS)

Adviser/Committee Chair

Qiolloy, Antonio Jesus A.

Committee Member

Supangco De los Reyes

Abstract

This study was done to analyze the brand preference for chicken meat among consumers in Quezon City. One hundred and twenty respondents were purposively selected from a stratified random sample of the district within a random sample of barangays in each district. Primary data were obtained using aided and unaided questionnaires. Using descriptive analysis, chi-square tests, and Kruskal-Wallis tests, the study finds that: (1) consumers are aware of the various brands of chicken meat available in the market, particularly the Magnolia Chicken, Bounty Fresh Premium, and SM Bonus brands; (2) consumers, especially those who are 36 to 55 years old, with college degrees, and whose household income range from P20,000 to P40,000 per month are more or less brand conscious; (3) consumer preference for a specific brand is essentially based on perceived quality and safety, and price; (4) there is brand loyalty among consumers, especially those who preferred Magnolia Chicken; and (5) consumers have high regard to the taste, odor, and price of the product and cared the least about the nutritional facts. The key market segments for dressed chicken are found out by the study. These market segments can be used by the traders to be able to efficiently market their dressed chicken. Since the socio demographic factors may reflect to the appeal of advertisements to consumers, traders may take advantage of the results of the study to increase their profit upon improving the marketing strategies of their respective products.

Language

English

Location

UPLB College of Economics and Management

Call Number

Thesis

Document Type

Thesis

This document is currently not available here.

Share

COinS