000			02904nam a22002413a 4500
001			UPMIN-00007414835
003			UPMIN
005			20230505183532.0
008			230505b |||||||| |||| 00| 0 eng d
040			_aupmin _cUPMin
041			_aeng
090		0	_aLG993.5 2014 A3 _bM6
100			_aMontejo, Alexandra Marla Y., _eauthor. _94128
245			_aConsumer preferences on mango (Magnifera indica L.) fruit in Davao City, Philippines : _ba conjoint analysis / _cAlexandra Marla Y. Montejo ; Nikko L. Laorden, adviser.
300			_a71 leaves
502			_aThesis, Undergraduate (B.S. Agribusiness Economics)-U.P. Mindanao
520	3		_aCarabao Mango has always been an attraction for foreign markets. Foreign countries would usually flock in our country to get a taste of these sweet mangoes. However, due to poor practices from the farm growers and other actors involved, the quality of the mangoes declined. The objective of the study was to assess which attribute combination were more attractive to the consumers. Also, this study identified market segments. In this way, marketers would know what product would be attractive to a specific market group. This would help farmers, marketers, retailers, and producers, especially from the Island Garden City of Samal, improve their sales thus gaining higher profits. Orthogonal design was used to create hypothetical products that were rated by the respondents. Respondents were asked to rate the products accordingly. Rating-based system conjoint analysis was used to identify which among the attributes were most attractive to the consumers. It was discovered that the ideal product for the respondents should be organically grown, large in size, has a sweet smell, with packaging, and a price of 34.04 or lower. Cluster analysis was used to generate market segments. Cluster 1, which was named "Not-so Sweet" cluster, preferred a product that is sweet smelling, organically grown, large sized, with packaging, and price must be 34.04 or lower. Cluster 2, "The Wealthy Traditionalists" cluster, favored products that are sweet smelling, large in size, with packaging, traditionally grown, and has a price of 52.29 or lower. Cluster 3, "Health Enthusiasts" cluster, ideal product is sweet smelling, large in size, with packaging organically grown, and has a price of 34.04. The results made it clear that different market segments have different preferred products. Farmers, marketers, retailers, and producers should know their market first in order to know what type of products to sell. Branding their products would also help them have a name in the industry. Other attributes were not included so as not to exhaust the respondents and avoid biases from the ratings.
650	1	7	_aCarabao mango _94129
700			_aLaorden, Nikko L., _eadviser _91605
905			_aFI
905			_aUP
942			_2lcc _cTHESIS
999			_c2936 _d2936