Davao City's consumer attitude towards supplements : ampalaya (Momordica charantia Linn) tea on focus /

Dalogdog, Myca E.,

Davao City's consumer attitude towards supplements : ampalaya (Momordica charantia Linn) tea on focus / Myca E. Dalogdog ; Sylvia B. Concepcion, adviser. - v, 81 leaves : illustrations

Thesis, Undergraduate (BS Agribusiness Economics)-- University of the Philippines, Mindanao

Demographic, psychographic and behavioral variables were used in order to find the consumer attitudes towards a dietary supplement such as the ampalaya tea. Inherently, the study aimed to characterize the possible segments existing in the dietary supplement industry. This was done in order to help the manufacturing in the strategic innovation of their, product, pricing and promotions. A face to face survey of 100 respondents was conducted in order to gather the primary data needed in the study. The samples were analyzed using Principal Components Analysis with Varimax Rotation to find the components that summarizes the ampalaya tea consumer attitudes. K-means clustering followed in order to identify the groups that showcase these attitudes. Lastly, cross-tabulation was pursued to create a profile of the members in each group. Results revealed that it is the consumers' product comprehension and the information credibility that affect their attitude towards ampalaya tea. Furthermore, a total of two clusters were identified. The first cluster were the hedonic ampalaya tea consumers since it was composed of individuals who still pursue pleasure eating over their welfare, while the members of the second cluster were called as the health-aware empathetics since they were aware of the link between their food choices and health. Generally, the consumers from the both clusters were somewhat apathetic to almost all the ampalaya tea attributes since they expressed a ?neither agree or disagree? attitude to most of the drink's features. It was the improvement of their well-being that primarily motivates them to consume ampalaya tea.


Ampalaya tea.
 
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