Consumer behavior and retail outlet choice for fresh vegetables in Tagum City, Philippines /
Noelle Liza B. Lapitan; Glory Dee A. Romo, adviser
- 2019
- 102 leaves
Thesis (BS Agribusiness Economics) -- University of the Philippines Mindanao, May 2019
Sales in food retail sector in the Philippines continue to grow due to high demand and robust economy. Vegetables industry?s production, as part of the food retail sector, also increased, but still unable to meet the local demand. This study aimed to identify the factors that affect the retail outlet choice and vegetable buying behavior of consumers in Tagum City, Philippines. A survey with 300 respondents was conducted specifically in selected urban barangays of Tagum City. Multinomial Logit Model was used to assess the consumer?s retail outlet choice and buying behavior of vegetables in Tagum City. Majority of the respondents chose wet market as their retail outlet choice for vegetables. A unique finding in this study from the other retail studies conducted so far was the result from the observed changes in the consumers? spending after the implementation of TRAIN Law. It was found in this study that the said law positively influenced the budget allocation of the respondents after the implementation. Moreover, the factors affecting retail outlet choice, sociodemographic factors including gender, educational attainment, income, and retail attribute which is special offers were found to significantly influence respondent?s choice of supermarket. Sociodemographic factors such as income of the respondent and retail attributes including convenience, special offers, wide range of assortment, variety of products, and mode of payment were found to significantly influence respondents? choice of wet market over supermarket. Sociodemographic factors such as civil status and income and retail attributes such as convenience, special offers. Wide range of assortment, and variety of products were found to significantly influence respondents? choice of talipapa over supermarket.