Thesis, Undergraduate (BS Agribusiness Economics) -- U.P. Mindanao

Vegetables form an important part of the daily diet; it is naturally good and contains lots of minerals and vitamins. Almost all the vegetables are low in fat and calories, none has cholesterol, and many of them are great sources of fiber. In Davao City low vegetable consumption is also observed. The city's vegetable consumption is 87.64 kg per person per year compared to the level set by WHO/FAO of 146 kg per person per year. Identifying the factors affecting the decision of consumers to purchase vegetable products will help the industry and consumption. This study aims to assess the purchase behaviour of consumers in Davao City. Decision makers of the household are the key respondents. A result showed that cleanliness and availability of products and accessibility are the important factors affecting their decision on the place of purchase. On the other hand, assortment of products is more important to income class AB than to income class DE. On the product attribute ratings, fresh leafy vegetables are important for income classes AB and DE and clean leafy vegetables are important for income class C. For root and bulb vegetables, intact is important for income class AB and taste for income class C and DE. For fruit vegetables, fresh is the most important for the three income class. The least desired attribute for all classifications and income classes is pre-sliced vegetables. For the empirical model average household income, area, gender, number of elders, age, work, status, education, household size, employed member, health conscious, well-packed size, no-rotting, fresh, clean, intact, smell, pre-sliced, color, tenderness and price were the significant factors affecting the purchase of the three vegetable classifications.