Consumer purchasing behavior for chicken eggs in Santa Rosa, Laguna, 2016

Date

6-2016

Degree

Bachelor of Science in Agricultural Economics

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Elizabeth E. Supangco

Abstract

This study analyzed the consumer purchasing behavior for chicken eggs in Santa Rosa, Laguna. The specific objectives of the study were to: identify the attributes of chicken eggs that buyers prefer describe the purchasing behavior for chicken eggs in the aspects of form, price paid and volume, frequency, place and purpose of purchase describe the relationship between the socio economic characteristics and consumer purchasing behaviour and identify the problems encountered by the consumers in purchasing chicken eggs. There were three classifications of barangay classified in Santa Rosa, Laguna: A, B and C. The criterion for classifying was according to population density and structureof residential development. The top three barangays representing each classification were identified through the aid of a key personnel from the city hall. Thirty (30) respondents were interviewed in each barangay classification. The respondents were chosen by random sampling with replacement since the researcher was able to get a list of voters in the barangays. A total of ninety (90) respondents was interviewed. Descriptive statistics is used to identify the preference of consumers on each attribute describe the purchasing behavior and socio-economic characteristics of consumers and the problems encountered. Attribute preference ranking was used to determine the top attributes that consumers prefer. Chi-square test for independence was also used to determine the significant relationship between consumer?s preference for top attributes and different aspects of purchasing behavior with their socio-economic characteristics. Lastly, Cramer?s V assessed the strength of the relationship between the significant variables. The top five attributes identified to be important upon purchasing were size, price, color, cleanliness and presence of cracks, respectively. On the other hand, purchasing behavior of consumers for each barangay classification varied based on their accessibility, availability and needs. The chi-square test for independence revealed that sex, occupation and household size had a significant relationship with their preferred egg color for consumers from barangay classification A. Meanwhile, in barangay classification B, age, sex and household income were found to have a significant relationship with egg color, occupation and household income with egg size. No variables were found to be significant for classification C. Moreover, highest educational attainment and household income had a significant relationship with frequency, volume and place of purchase, as well as, occupation and volume and place of purchase. Weak relationship was observed for the significant variables since eggs are necessity among households. Lastly, the top three problems encountered by consumers in purchasing chicken eggs were not fresh eggs, bugok and cracked egg shell. The researcher recommends marketing strategy such as putting labels and enhanced packaging. To further improve the chicken egg industry in Santa Rosa, Laguna, the researcher also recommended a demand analysis for organic chicken eggs since many consumers were already aware of it yet few retailers sell it.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

Thesis

Document Type

Thesis

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