Thesis, Undergraduate (BS Agribusiness Economics)--University of Philippines Mindanao

Bitter gourd has a growing market due to the demands of the growing population and the wide recognition of its health benefits especially for controlling blood sugar levels, an exact address to the present type 2 diabetes epidemic in the Philippines. In the Philippines, the production of bitter gourd has been steadily growing, however, the production trend in Davao City has been declining due to urbanization trends. Concerns about healthfulness and food safety are also increasing and these are perceived to be driving the food system transformation, as evidenced by the City Ordinance promoting and supporting organic agriculture. As such, this paper aimed to identify relevant consumer market-based opportunities by identifying bitter gourd attributes and measuring their relative importance to consumers' purchase decisions through a conjoint analysis. The conjoint analysis revealed that for bitter gourd consumers in Davao City, Method of growing is given 32.44% relative importance Price is given 20.30% Packaging is given 11.06% size is given 19.86% and firmness is given 13.13%. Based on the results, an organic method is desired and may possibly expand the present market for bitter gourd, it may even be a local trademark. Based on these consumers' preference for bitter gourd, specific recommendations were given for the farmers, the retailers, the consumers, and the government and other non-government organisations.