Consumer's purchasing behavior and household willingness to purchase asparagus in Cagayan De Oro City and Davao City /
Megalbio, Danette Jennifer R.,
Consumer's purchasing behavior and household willingness to purchase asparagus in Cagayan De Oro City and Davao City / Danette Jennifer R. Megalbio ; Stella Victoria D. Libre, adviser. - viii, 55 leaves : illustrations
Thesis, Undergraduate (BS Agribusiness Economics)--University of the Philippines, Mindanao
The study focuses on determining the household's willingness to purchase asparagus in two major cities in Mindanao-Cagayan de Oro City and Davao City. The study identifies the different factors that affect the decision of the consumers in purchasing asparagus. Binary logistic regression, descriptive and inferential analyses were used to identify the probability that the decision-makers are willing to purchase asparagus and to determine the reasons that affect their purchasing decisions. Out of the 200 respondents, 123 (61.5%)were considered to be the captured market or the consumers who purchase asparagus, and the remaining 77 (38.5%) were considered to be captured market or respondents who do not purchase asparagus but willing to buy asparagus. The primary reason why consumers purchase asparagus is because it is nutritious. Majority of the captured market purchase at the supermarket and find cleanliness, accessibility, atmosphere and freshness of the product to be a significant factor in choosing the place of purchase. For the target market, 69% are willing to purchase asparagus. However, for both captured and target markets, they are not willing to purchase more asparagus if the price decreases and income increases. It is recommended that producers and sellers increase the level of awareness to stir the interest of the non-consumers by creating marketing strategies that could easily attract the consumers.
Consumer's purchasing behavior and household willingness to purchase asparagus in Cagayan De Oro City and Davao City / Danette Jennifer R. Megalbio ; Stella Victoria D. Libre, adviser. - viii, 55 leaves : illustrations
Thesis, Undergraduate (BS Agribusiness Economics)--University of the Philippines, Mindanao
The study focuses on determining the household's willingness to purchase asparagus in two major cities in Mindanao-Cagayan de Oro City and Davao City. The study identifies the different factors that affect the decision of the consumers in purchasing asparagus. Binary logistic regression, descriptive and inferential analyses were used to identify the probability that the decision-makers are willing to purchase asparagus and to determine the reasons that affect their purchasing decisions. Out of the 200 respondents, 123 (61.5%)were considered to be the captured market or the consumers who purchase asparagus, and the remaining 77 (38.5%) were considered to be captured market or respondents who do not purchase asparagus but willing to buy asparagus. The primary reason why consumers purchase asparagus is because it is nutritious. Majority of the captured market purchase at the supermarket and find cleanliness, accessibility, atmosphere and freshness of the product to be a significant factor in choosing the place of purchase. For the target market, 69% are willing to purchase asparagus. However, for both captured and target markets, they are not willing to purchase more asparagus if the price decreases and income increases. It is recommended that producers and sellers increase the level of awareness to stir the interest of the non-consumers by creating marketing strategies that could easily attract the consumers.