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

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Sweet pepper is considered as one of the top selling vegetables in the Philippines. The demand for this vegetable increases as income of Filipino increases and more conscious with their health. However, producers and sellers are unaware of the consumer's preferred attributes for sweet pepper. Thus, this study was conducted to assess consumer preferences for sweet pepper in Davao City using conjoint analysis methodology. Specifically, it aims to identify the most preferred combinations of sweet pepper attributes of various consumers in the city. The attributes examined were color, price, packaging, method of growing, and size. A conjoint analysis of 403 consumer responses appeared that, for the total sample, price was the most important attribute, preferably the lowest price. The other attributes in order of decreasing relative importance were color, size, method of growing, and packaging. The total sample's ideal product combination for sweet pepper is red, packed in plastic container, organic, medium, and Ph80.00-Ph100.00. Using cluster analysis, three segments were identified within the total sample. These cluster were the "Catch-All" cluster, "Preferred Red" cluster, and Price-Precise' cluster. The "Catch-All" cluster gave almost equal relative importance on color, packaging, method of growing, size, and price attributes. This cluster specifically prefers red, packed in plastic container, organic, medium, and Ph80.00-Ph100.00. The "Preferred Red" cluster gave 50% of its relative importance on the color attribute, specifically the red-colored sweet pepper. The "Price Precise" cluster gave 94% of its relative importance on price attribute. This cluster preferred the lowest price which is Ph80.00-Ph100.00. Using multinomial logo, there were only two significant variables for the three clusters: health benefits and public market. In assessing the preferences of the total sample and each of the cluster would benefit producers and marketers as it provide information on the importance a consumer places on sweet pepper attributes. It is recommended to include attributes that were not included in the study that could perhaps have some importance to consumers.