Consumer preferences for eggplant (Solanum melongena L.) in Davao City, Philippines : a conjoint analysis / Phoebie Charlene B. Ruyeras; Nikko L Laorden, adviser.

By: Material type: TextTextLanguage: English Description: 80 leavesSubject(s): Dissertation note: Thesis, Undergraduate (B.S. Agribusiness Economics)-U.P. Mindanao Abstract: Even with the popularity of eggplant among Filipinos, Philippine eggplant production is among the lowest due to problems in growing the crop.These hinder farmers from meeting the demand of consumer groups. Thus, the main objective of the study is to understand eggplant consumer preference in Davao City, and determine the most influential combination of attributes to varying consumer groups. This study employed cluster analysis to determine consumer groups or segments, and multinomial logic to justify the actions of the consumers when they retain their consumption goal amidst various commodities that they can choose from. 403 household members who have knowledge on purchasing decisions were interviewed from 56 barangays using flashcards and questionnaire. Results show that the 16th flashcard has the highest rating. Three clusters were identified: Cluster 1 gave importance to lowest price, flawless texture and medium size; Cluster 2 to flawless texture; and Cluster 3 to flawless texture, organic growing and soft eggplant. Based on the results, farmers should adopt growing techniques that would produce the above-mentioned attributes. Retailers should be well-informed and display eggplants based on the valued attributes of different consumer groups. The government, academe and NGOs should improve the well-being of farmers, and inform them the desired attributes and techniques to attain them. Joint research projects are also recommended. Future studies may widen the scope by including more baranggays, other cities, and other valued commodities.
List(s) this item appears in: BS Agribusiness Economics
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Thesis Thesis School of Management Theses Non-Circulating LG993.5 2014 A3 R89 (Browse shelf(Opens below)) Not For Loan Not available to the general public 3UPML00019283
Thesis Thesis University Library Archives and Records Preservation Copy LG993.5 2014 A3 R89 (Browse shelf(Opens below)) 1 Not For Loan 3UPML00034581
Thesis Thesis University Library Archives and Records Preservation Copy LG993.5 2014 A3 R89 (Browse shelf(Opens below)) 2 Not For Loan 3UPML00034582

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

Even with the popularity of eggplant among Filipinos, Philippine eggplant production is among the lowest due to problems in growing the crop.These hinder farmers from meeting the demand of consumer groups. Thus, the main objective of the study is to understand eggplant consumer preference in Davao City, and determine the most influential combination of attributes to varying consumer groups. This study employed cluster analysis to determine consumer groups or segments, and multinomial logic to justify the actions of the consumers when they retain their consumption goal amidst various commodities that they can choose from. 403 household members who have knowledge on purchasing decisions were interviewed from 56 barangays using flashcards and questionnaire. Results show that the 16th flashcard has the highest rating. Three clusters were identified: Cluster 1 gave importance to lowest price, flawless texture and medium size; Cluster 2 to flawless texture; and Cluster 3 to flawless texture, organic growing and soft eggplant. Based on the results, farmers should adopt growing techniques that would produce the above-mentioned attributes. Retailers should be well-informed and display eggplants based on the valued attributes of different consumer groups. The government, academe and NGOs should improve the well-being of farmers, and inform them the desired attributes and techniques to attain them. Joint research projects are also recommended. Future studies may widen the scope by including more baranggays, other cities, and other valued commodities.

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