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

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Since the onset of Agricultural Revolution, people had started to change its diet through the inclusion of agricultural products such as meat, milk and various agricultural consumables. Today, milk had become one of the essential part of human diet for the fact that there are many people depend on milk to suffice for their nutritional needs. The most common dairy milk produced in the market then is Cow's milk. However, due to research further studies on milk, it had been found that Cow's milk can pose health threats to consumers. Two alternatives that people discovered are Dairy goat and Carabao's milk. However, there are still some factors which hinder the consumption of the said dairy milk alternatives. This study was conducted to identify the reasons and specific parameters as to why there are still very few people who would prefer and consume Dairy goat milk despite the recent discoveries on its nutritional and physicochemical advantages against Cow's milk. A survey was administered throughout Davao City for 251 respondents which aimed to determine the outright preference of consumers towards dairy milk alternatives and to identify the factors which are most considered by consumers when purchasing dairy milk in Davao City. Using Analytic Hierarchy Process (AHP), the results of the survey shoed that the most preferred Dairy milk alternative is Cow's milk, having 0.722 final its final priority in the Decision Hierarchy. Dairy goat and Carabao 's milk had final priorities of 0.184 and 0.093, respectively. There were six milk attributes identified in the study which were used for the AHP namely; Price, Packaging, Availability, Taste, Physicochemical Properties and Nutritional Value. Among the determined dairy milk attributes, the most important attributes having the highest priorities are Taste, Nutritional Value and Availability, respectively. The three most important dairy milk attributes can be directly related to Cow's milk which justifies the result that Cow's milk is the most preferred dairy milk alternatives by consumers of various age, household income level and education in Davao City.