Willingness to pay for Davao artisanal chocolate of local residents /
Dorado, Erika Nicole P.
Willingness to pay for Davao artisanal chocolate of local residents / Erika Nicole P. Dorado; Rodgessa A. Lopez, adviser - 2024 - 79 leaves
Thesis
The small-scale production of local high-quality chocolate is now a common trend in cacao-producing regions such as Davao City. However, the majority of the sales are attributed to tourists and not to local consumers. The study aims to assess the willingness to pay for Davao artisanal chocolates and identify significant factors that could influence the likelihood of paying. The study utilized both the Dichotomous Choice format and the Contingent Valuation method to determine the Willingness to Pay of Davao chocolate consumer for Davao artisanal chocolate. The study also employed a binary logistic regression model to determine the significant drivers that influenced the likelihood of the WTP for Davao artisanal chocolate. Out of the 184 responses collected through a survey tool, 81.52% of the Davao chocolate consumers were willing to pay for a 60-gram Davao artisanal chocolate bar for PhP 200. The average bid for the product was PhP 230. Younger chocolate consumers belonged to higher income households, and households with elderly member increased the likelihood of paying for Davao artisanal chocolate. Further, chocolate consumers who were aware Davao artisanal chocolates were being sold in the city, consumers who primarily bought chocolates as gifts, and consumers who bought chocolates in bundles positively influenced the probability of paying for a 60 gram Davao artisanal chocolate. The findings suggested that there is a local market for Davao artisanal chocolate and can be targeted to improve the market reach of the product. The need to raise awareness through promotions can also be derived from the findings.
Undergraduate Thesis--ABE200b
Willingness to pay for Davao artisanal chocolate of local residents / Erika Nicole P. Dorado; Rodgessa A. Lopez, adviser - 2024 - 79 leaves
Thesis
The small-scale production of local high-quality chocolate is now a common trend in cacao-producing regions such as Davao City. However, the majority of the sales are attributed to tourists and not to local consumers. The study aims to assess the willingness to pay for Davao artisanal chocolates and identify significant factors that could influence the likelihood of paying. The study utilized both the Dichotomous Choice format and the Contingent Valuation method to determine the Willingness to Pay of Davao chocolate consumer for Davao artisanal chocolate. The study also employed a binary logistic regression model to determine the significant drivers that influenced the likelihood of the WTP for Davao artisanal chocolate. Out of the 184 responses collected through a survey tool, 81.52% of the Davao chocolate consumers were willing to pay for a 60-gram Davao artisanal chocolate bar for PhP 200. The average bid for the product was PhP 230. Younger chocolate consumers belonged to higher income households, and households with elderly member increased the likelihood of paying for Davao artisanal chocolate. Further, chocolate consumers who were aware Davao artisanal chocolates were being sold in the city, consumers who primarily bought chocolates as gifts, and consumers who bought chocolates in bundles positively influenced the probability of paying for a 60 gram Davao artisanal chocolate. The findings suggested that there is a local market for Davao artisanal chocolate and can be targeted to improve the market reach of the product. The need to raise awareness through promotions can also be derived from the findings.
Undergraduate Thesis--ABE200b