A market acceptability study of rice eel longaniza from asian swamp eel (Monopterus albus) in Aurora, Cauayan City, and San Mateo, Isabela

Date

7-2016

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Nanette A. Aquino

Abstract

In 2011, rice farming was heavily affected by the infestation of rice eels in Nueva Vizcaya, Isabela, Cagayan, Quirino, and some parts in Mindanao. In Bayombong, Nueva Vizcaya, a ton of rice eels can be collected in three (3) days. These eels destroyed rice fields which resulted in poor rice production. The eels invading farmlands were capable of burrowing into mud or creating holes, hence destroying the rice paddies and damaging irrigation dikes. As predators, the eels can also be considered as a threat to other fish, amphibians and aquatic invertebrates. To address the infestation, Bureau of Fisheries and Aquatic Resources (BFAR) Region 2 initiated the processing of rice eels. Eels were processed into spring rolls, nuggets, smoked eels, and longaniza. Generally, the study aimed to assess the market acceptability of rice eel longaniza in Aurora, Cauyan City and San Mateo, Isabela. Specifically, it intended to determine the buyers level of awareness and familiarity with rice eel longaniza, describe and assess the consumer acceptability of the developed product based on the product attributes, determine the profile of potential buyers and target market of the product, compare the attributes of eel longaniza with those other brands, suggest improvement possibilities for the product if found unacceptable, and develop marketing strategies for rice eel longaniza made from Asian swamp eel if found acceptable to the consumers. Focus group discussion (FGD) was done in the study areas to gain insights on the perception of the respondents on the product. There were eight (8) FGD sessions done for this study. In addition, a consumer market survey was conducted with 120 respondents. Frequency counts, mean ratings, percentages, and descriptive analysis were used to evaluate the results of the surveys. All of the respondents were longaniza eaters and sixty one percent (61%) of them were aware about rice eels. However, eighty two percent (82%) of them were no aware about longaniza made from fish. Respondents rated the importance of each attribute which could affect their behavior when buying longaniza. The most important attributes to them were taste and price, followed by aroma/smell, nutritional value, texture, color and size.In the market survey, the respondents rated the different attributes according to their liking. From the ratings of the respondents, for internal attributes, it was found out that the aroma/smell had the highest mean rating followed by the taste, texture, and nutritional value, On the other hand, size is the most-liked external attribute followed by color, and price. In the product test, product satisfaction was also determined. Respondents were most satisfied in terms of the color/appearance, size, nutritional value, and the aroma/smell. Seventy-nine percent (79%) were satisfied in the texture and 70% were satisfied with the taste. For price, however, only 10% were satisfied. Respondents compared their preferred brand with the attributes of the rice eel longaniza. Based on the results of the study, the product was considered acceptable to the respondents though the price of the product was not acceptable. The rice eel longaniza is a kitchen-type or home-made type of longaniza targeted to every member of the household. It is suggested to have the name Kiwet Longaniza for the consumers to be able to relate to the product. It is compelling feature is that it is made of Kiwet which may deliver a unique impression for potential consumers and its benefit as a protein source of food. However, going rate pricing strategy can be used in determining the price which is adapting current prices of the same kitchen type of longanizas. Kiwet longaniza can be distributed in public markets since this is where the consumers frequently buy their everyday needs. It can also be offered as a pasalubong item for tourists and travelers. Lastly, Kiwet longaniza can be advertised in social media sites and by joining local fair trade and bazaars. Since the Kiwet longaniza is a new product, areas for improvements were also generated from the consumers in terms of the different products attributes. Introductory marketing mix strategies on the Isabela market were also proposed.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

LG 993 2016 M17 N58

Document Type

Thesis

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