Market research on dehydrated pineapple

Date

1994

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Divinagracia, Louie A.

Abstract

Dehydrated pineapple processing, like any of the other fruit processing ventures, had developed in the past two decades to serve the going domestic and export market. The said processed pineapple product has become one of the major export commodity of the country. Today, the industry is faced with a responsive local and export market since processed fruits has become the favorite health food of the major consumers. This study is the market research on dehydrated pineapple produced by Dean Ernesto P. Lozada of the UPLB's College of Engineering and Agro-Industrial Technology (CEAT) in association with Dr. Leoncio C. Raymundo of UPLB's Institute of Food Science and Technology (IFST) at the College of Agriculture (CA). Their combines talents propelled the development of a dehydrated pineapple products prototype where was thereafter the object of this market research study. The primary purpose of conducting this study is to determine and analyze the acceptability of dehydrated pineapple product produced at UPLB in a segmented target market. Research method, such as attributes differentiated importance rating, rating on attributes. attribute satisfier/dissatisfier analysis, product and brand awareness research, price awareness research. price sensitivity and chi-square test of independence were applied for market segmentation and marketing mix for the product form, packaging, pricing, place or distribution and promotion of the dehydrated pineapple product. Analysis of the strengths, weaknesses, opportunities and threats confronting the industry were also done in order to develop strategies to counter such problems. Sources of information came from primary and secondary data. Primary data comprise mainly of firsthand information from representative consumers of dehydrated pineapple with the aid of a pre-tested questionnaire. while secondary data were gathered from published articles. journals and reports about the said product. Majority of the information needed in this study was obtained from the libraries of Bureau of Agricultural Statistics (BAS). Center for Research and Communication (CRC). Department of Agriculture (DA). Agricultural Training Institute (ATI). and Philippine Council for Agriculture and Resources Research and Development (PCARRD). Five variables were used as the groundwork to define the major composition of the market. Respondent's age. monthly household income. educational attainment, location and familiarity with any dehydrated pineapple including dehydrated pineapple framed the variables. These were chosen because they were perceived to be directly proportional to consumption. The study identified the target market as those consumers belonging to class AB who are in their teens and early adult stage. It was also found out that those in the college level prevailed. From the analysis, the product that was developed in UPLB was highly accepted by the representative consumers in the study. Seventy-five (75%) of the potential consumers were not aware of the existence of the product. Despite of its unpopularity, eighty-four (84%) still responded positively by their willingness to buy the product if it was available at local supermarket, groceries and public fruit stalls. However, sixteen (16%) were not willing to purchase the product since they are still not familiar with the product's attributes and would rather prefer other dehydrated fruits that are available and familiar to them. Other manufacturers of the product were also identified who were intensifying their major production for export market. There are some that still out their produce in the local market but it has less promotion and distribution outlets. Thus, that consumers were not aware of the availability of the product. The product will be launched using polyethylene plastics packed in 100 and 200 grams withthe nicest label printed on the package. It will carry the brand name Tropical Sweets dehydrated which was conceptualized by the researcher. Since the product is in its introductory stage. it will be priced based from its production cost with a 10% mark-up. Promotion will be done using store ads or posters made striking and appealing to inform the market about the existence of the new product. Produced will be distributed or made available to outlets where consumers oftenly purchase. These outlets were supermarkets, groceries, and public fruits stalls. In this way, marketing aspect of the product is strengthened. It is believed that market acceptance would follow once the Tropical Sweets dehydrated pineapple in introduced to the potential users.

Language

English

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 993 1994 M17 A78

Document Type

Thesis

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