Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, July 2022

Tomato and lettuce are among the organic vegetables grown in the Philippines. During the COVID-19 pandemic, a positive impact on consumer's attitude towards organic food was observed. This study aimed to analyze consumer preference for organic tomato and lettuce in Davao City. Conjoint analysis, two-step cluster analysis, and binary logit method were used to determine consumer preference. Price, color, method of growing, and place of origin were considered for both vegetables. Size was the fifth attribute considered for tomato while appearance was considered for lettuce, 318 consumers from Davao City were surveyed. Through conjoint analysis, it was found that consumers mainly looked at color when purchasing tomatoes, preferring red tomatoes. The cluster analysis showed that for Cluster I, the method of growing was given much importance, while the Cluster 2, consumers were more particular with the tomato?s color. The age and household income variable affected the probability of cluster membership based on the binary logit results. For organic lettuce, consumers were mostly concerned of the appearance, preferring clean lettuce with no visible discoloration. The cluster analysis also generated two clusters. The method of growing was the most important for the second cluster. The variables number of children in the household and household income significantly affected consumers? cluster membership based on the binary logit analysis. The results of the study imply that consumers nowadays are more conscious of their purchases in terms of the method of growing, especially preferring certified organic variables. The preferences of the sample identified in this study provides. Useful marketing information to retailers, farmers, and the government. The organic agriculture industry could maximize its profit by being aware of consumer preference.