TY  - BOOK
AU  - Ruyeras, Phoebie Charlene B.
TI  - Consumer preferences for eggplant (Solanum melongena L.) in Davao City, Philippines: a conjoint analysis 
KW  - Eggplant
N1  - Thesis, Undergraduate (B.S. Agribusiness Economics)-U.P. Mindanao
N2  - 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
ER  -