Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, May 2019

Retailing has become one of the fast-growing sectors in the economy due to the emergence of modern retail formats to meet the increasing demand of consumers and their purchasing power. In the case of Davao City, the consumers have the choice to purchase their fresh fruits in wet market, supermarket, or talipapa (temporary market). The modern retail format including the supermarkets are located in the city centers. On the other hand, the traditional markets major populous villages (wet markets) or near small villages (talipapa). The researcher interviewed 300 fruit consumers in urban barangays of Davao City to assess the factors affecting the choice of retail outlets using multinomial logit. Based on the results, majority of the respondents purchase their fresh fruits from the wet market. Moreover, the range of assortment and special offers have a positive impact while speed of service has a negative impact on the consumers in choosing wet market over other retail outlets. Educational attainment, range of assortment, special offers, speed of service have a positive impact on the consumers pertaining their purchasing of fresh fruits in the supermarket compared to talipapa. Convenience affects consumer?s decision positively to purchase fresh fruits in talipapa. The consumers of Davao City were also particular with cleanliness and food safety which implies the growing importance of health attributes in retail outlet decision making. Furthermore, majority of the consumers have also increased their budget allocation in purchasing their fresh fruits compared to the previous years and some have shifted their retail outlet choice to a cheaper one due to the drastic increase in fresh fruit prices during the implementation of a new tax system.