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

The increasing demand of different pork and pork products and the rising consumerism among Filipinos makes this study significant. Using purposive quota sampling, 105 respondents from five urban barangays in Tagum City were interviewed. Descriptive analysis was done to assess the purchase behavior of the respondents and analysis of the variance was performed to evaluate if there were any significant differences in the frequency and volume of purchase among different income levels. Principal component analysis (PCA) was conducted to determine the factors that can affect the consumers' decision to purchase. Results show that fresh unprocessed pork, fish & chicken are commonly purchased while canned goods, beef and lechon are not. Fish is purchased more than twice a week at 1.95 kgs, fresh unprocessed pork and chicken are commonly purchased once a week at 1.25 kgs, lechon is purchased once in every two months at 600 grams, and beef twice a month at 700 grams. Results of the multi-comparison show that there is a significant difference in the following: the high income household purchase fresh processed meat products more frequently than the middle income and significantly less frequently for chicken than the low income; the high income purchase significantly less fresh unprocessed pork than the middle income; the high income group purchase more fresh processed meat, beef and lechon than the low income; but significantly less chicken than the middle and low income. Most of the respondents answered that they purchase pierna and ribs and they avoided internal organs and fatty parts. Furthermore, respondents rated safety as the most important factor in the purchase decision, followed by price and nutritional benefits. Factors derived from PCA under attitude category are sensory qualities, extrinsic qualities, health and safety factors while for perception category, social factor and animal welfare.