000 02194nam a22002177a 4500
003 UPMIN
005 20250113141042.0
008 250113b |||||||| |||| 00| 0 eng d
040 _cUPMin
090 _aLG993.5 2024
_bA3 M34
100 _aMagdales, Joyce D.
_926742
245 _aConsumer preference for informational attributes of fresh pork meat in Davao City, Philippines /
_cJoyce D. Magdales; Miko Mariz C. Castro, adviser
260 _c2024
300 _a101 leaves
502 _aThesis
_b(BS Agribusiness Economics)
_cUniversity of the Philippines Mindanao,
_d2024
520 3 _aConsumers are becoming more conscious in purchasing their food needs due to the rising cases of foodborne illnesses, oftenly linked to inadequate food safety practices. Furthermore, among meat sold at wet markets, pork exhibited the highest prevalence of Salmonella contamination. This study aims to analyze the importance of informational attributes such as origin, type of brand, and presence and absence of food safety certifications (HACCP ad GAHP) against food quality claims. Conjoint analysis was utilized to analyze consumer preference for information attributes to determine utility estimates and relative importance. In the preference model, origin (28.813%) and type of brand (28.701%) exhibited the highest relative importance, but brand displayed positive utilities. Two major segments of pork consumers (N=263) were clustered in terms of their informational preferences, namely origin-focused (36.474%) and brand conscious group (31.449%). Using binary logistic regression (N=225), the factors affecting preferences were age, household income, supermarket choice, health benefits motivator, and environmental concern motivator. Overall, branding plays an important in the decision-making processes of port consumers in Davao City. Thus, to bridge the gap in consumer understanding of food safety certifications, branding efforts can be intensified to emphasize the importance of certifications such as HACCP and GAHP in ensuring safe food.
658 _aUndergraduate Thesis
_cABE200b
700 _aCastro, Miko Mariz C.
_eadviser
_93193
905 _aUP
_aFi
942 _2lcc
_cTHESIS
_n0
999 _c21028
_d21028