Willingness to pay for fresh food purchased through online grocery and delivery services in Davao City /
Alexis Louis A. Alvarez; Nikko L. Laorden, adviser
- 2017
- 62 leaves
Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, June 2017 Confidential
Online category shopping is common today in first world countries and growing in Southeast Asia. Non-perishables good are more purchased online compared to perishable goods. In the Philippines, there are existing online grocery shops but with limited services. The existence of this service where you can buy fresh food online and directly market it to the consumers but also a possible market to be supplied for the farmers. This study aims to identify and analyze online purchasing pattern of consumers and determine their awareness and perception about online purchase of fresh food. It also aims to calculate for the WTP and the factors that affect it. Binomial logistic and tobit regression were used in determining the willingness to purchase and pay, respectively. Results show that consumers are willing to pay Php 77 for both admin and delivery cost. Furthermore, consumers that are married, with high household income, high total mean of consumer characteristics, and high weekly fresh food expenditure are the most likely to purchase online.