Consumers' acceptability of Adlai in selected municipalities of Laguna,2013.

Date

4-2013

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Manilay, Alessandro

Committee Member

Narvacan, Digna Tolentino, Charice

Abstract

The study aimed to determine the consumer’s acceptability of adlai in selected municipalities in Laguna. The specific objectives of the study were to: (1) assess the awareness of households regarding adlai as a rice substitute; (2) determine the acceptability of adlai in terms of its physical attributes and eating quality; (3) determine the competitiveness of adlai compared to other substitutes for rice with regard to eating quality, physical attributes and price; and (4) identify the market segment that will potentially prefer adlai as a rice substitute. Sta. Rosa City and Bay, Laguna were chosen as study areas. Personal interviews were conducted to fifty household respondents from each area. Urban households were collected from Sta. Rosa City while rural households were sourced from Bay. Descriptive analysis was used in analyzing the data on the socio-demographic and economic characteristics of the household respondents, their rice buying behavior and to assess the awareness level of households regarding adlai as a rice substitute. The Usage, Attitude and Image (UAI) Approach was employed in generating the questionnaire and likert scale in determining the preference of households for rice and adlai. Chi-square test of independence was also used in measuring the degree of dependency of the household’s willingness to purchase adlai on the different socio-demographic and economic factors. Comparison of means or t-test was employed to determine whether the mean scores of the willingness to purchase adlai between urban and rural households statistically differ from one another. The study also tested for the association between willingness of households to purchase adlai in terms of the amount of money that respondents were willing to pay and the variables that were hypothesized to affect it using correlation analysis. It also revealed whether the variables exhibit multi-collinearity. Lastly, the study made use of multiple regression analysis to ascertain which of the explanatory variables significantly affects the household’s willingness to purchase adlai in terms of the amount that households were willing to pay. Results showed that none of the respondents were aware of adlai as a rice substitute. Moreover, the Chi-square test of independence showed that willingness to purchase adlai was not dependent on any of the socio-demographic and economic factors tested. Also, the results of the correlation analysis revealed that none of the explanatory variables were correlated with each other and with the willingness to purchase adlai. Thus making the variables tested suitable to use in the multiple linear regression analysis. Most importantly, the results of the multiple linear regression showed that three of the explanatory variables were found to significantly affect willingness to pay for adlai. These are respondent’s income, cooked and uncooked attributes of adlai. The comparison of means revealed that urban households have a lower tendency of accepting adlai as a rice substitute. The results of the study can help address the chronic insufficiency of rice in the Philippines. The recommendations that were forwarded involved two phases: 1) Awareness creation and 2) Trial induction among consumers.

Language

English

Location

UPLB College of Economics and Management

Call Number

Thesis

Document Type

Thesis

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