TY  - BOOK
AU  - Alcala, Jillian April D.,
AU  - Ebarle, Exegesis Jedidiah N.,
TI  - Consumer preferences for fresh tomato (Lycopersicon esculentum Miller) in Davao City, Philippines: a conjoint analysis 
KW  - Tomato
N1  - Thesis, Undergraduate (B.S. Agribusiness Economics)-U.P. Mindanao
N2  - Tomato is widely grown in Mindanao due to its favorable climate. In Davao City, it ranked second highest valued crop next to ampalaya. However, unlike other crops tomato is highly perishable and would require large capital in production. Yet, for the past years tomato production in the city has been decreasing and prices have been fluctuating. Meanwhile, consumer preference and behavior plays an important role in the market, this study determined and preferred product attributes of fresh tomato consumers in Davao City. With the information on the consumer preference, farmers could specialize in their production, retailers could develop the product to its preferred specification, and lastly, the government could create and impose policies that would benefit all the stakeholders in the industry. The study was conducted in Davao City, specifically to 403 household consumers in the selected barangays in the area. Six tomato attributes were used which includes firmness, packaging, method of growing, size, color, and price. Using Conjoint Analysis, the 18 cards containing different combinations of the levels of attributes was analyzed to determine the relative importance of the attributes and the utility estimates for each level. The results show that among the six attributes Price is the most important attribute considered by the consumers in purchasing tomato and the lowest price has the highest utility estimate. Furthermore, Cluster Analysis was employed to group the respondents according to their most preferred attribute. Three cluster were generated namely Cluster 1 ("Price Sensitive") with 162 respondents, Cluster 2 ("Physically Attracted) with 149 respondents, and lastly Cluster 3 ("Pro-Organic") with 92 respondents. With the Multinomial Logistic Regression Analysis, the independent variables which have significant marginal effects to the probability to belong in one of the clusters are 'distance, number of children, household size, and health benefits'
ER  -