Consumer Behavior Study

1. The 8th International Conference on
Agribusiness Economics and Management
The Apo View Hotel, Davao City, Philippines
26–28 October 2016
ICAEM2016
UP School of Management
In partnership with
CITATION
Balogbog, Keno Jay M.. 2016. “Consumer Purchase Behavior for Meat Products in General Santos City, Philippines.” Paper presented at the 8th
International Conference on Agribusiness Economics and Management, Davao City, Philippines, 26–28 October 2016.
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2. Consumer Purchase
Behavior For Meat
Products in General
Santos City, Southern
Philippines
Prepared by: Keno Jay M. Balogbog
MSU – General Santos City
The 8th International Conference on
Agribusiness Economics and Management
(ICAEM2016)

3. Background of the Study
 Meat consumption in the Philippines
over the last two decades has two
main characteristics, namely: an
increasing of livestock and poultry
meat consumption and a rapid
increase of meat imports.
General Santos City is a top producer
and exporter of quality livestock
(2013) such as hogs (100,769
slaughtered), cattle (4,018), and
poultry (10,659,413) considering with
the rapid increase of population in the
city.

4. Objectives of the Study
 To identify the factors
significantly affecting
consumers purchase choice
for meat products; evaluate
those factors, preferred meat
by the consumers and meat
preferred by different income
classes of consumers and
place of purchase of every
consumer.

5. Sampling Procedure
This formula was used to determine the
number of respondents.
N = z 1 - α/
2
(P) (1 – P) / d
2
• Where;
• z = a value derived from the normal
distribution; the z value depends on how
reliable we want our estimates to be; for z –
value I used the 1.645. (Source: Table A.5 of
R.A. Fisher, Statistical Methods for Research
Workers, Oliver & Boyd Ltd.)
• P = an anticipated value of the proportion to
be estimated in the population.

6. Sampling Procedure
• Moreover, the value of P can be based on:
a. Values derived from previous studies
or records.
b. Values derived from the pretest or
pilot phase of the project.
c. An expert’s opinion or an educated
guess.
d. Conducting the study in two parts.
• d = refers to the margin of error or
maximum permissible error; a measure of
the desired level of precision for the
resulting estimates.

7. Sampling Procedure
N = (1.645)2 (.80) (1 - .80)
(0.05)2
= (2.71) (.80) (.20)
0.0025
= 0.4336
0.0025 N = 173
However, additional 10% as nonresponse rate
was computed from the sample size.
Hence, 17 plus 173 is equal to 190
respondents.

8. Respondents and
Informants

9. Statistical Treatment
 Logistic
Regression

10. Basic Information of
Respondents
• Religion, civil status, educational
attainment, working status, and
household size
• Number of employed household
members
• Number of Children in the
Household Age 12 years old and
below
• Number of Elders in the Household
Age 60 years old and above
• Income class

11. Results and Discussion
Distribution of respondents according
to Meat Purchase Choice:
 Out of the 190 respondents,
152 (80%), 182 (96%), and 156
(82%) respondents buy beef,
dressed chicken and pork
respectively.

12. Results and Discussion
Why consumers purchase
meat products?
 The result shows that
household consumption is the
main purpose for buying meat
products. Then, followed by for
business purpose.

13. Results and Discussion
Who decides to purchase meat
products:
 Mothers
(49%)predominantly
make the decision in
buying meat products.

14. Results and Discussion
Reasons for non-purchase
of meat products:
1. High price especially
for beef
2. Health concerns for
chicken and pork

15. Results and Discussion
Where consumers purchase
meat products?
The respondents mostly buy
beef and chicken at
supermarkets and pork at meat
shops. It can be observed also
that consumers also prefer to
purchase chicken in the public
market.

16. Results and Discussion
When consumers purchase meat
products?
1. For beef there are 50% and 45% of
the respondents in income classes AB
and C usually purchase 1 to 3
kilograms once a week while 33% of
the respondents in income class DE
purchase less than 1 kilogram once a
week. This means that the income
class AB and C has high purchasing
power in beef than income class DE.

17. Results and Discussion
When consumers purchase meat
products?
2. Dressed chicken - 63% of the
respondents in income class AB
usually purchase 1 to 3 kilograms once
a week, 46% of income class C
purchase 1 to 3 kilograms 2 to 4 times
a week and 38% of income class DE
purchase less than 1 kg and 1 to 3 kg
once a week

18. Results and Discussion
When consumers purchase meat
products?
3. Pork - 83% of the respondents in
income class AB usually purchase 1 to
3 kilograms once a week, while, 36%
of the respondents in income class C
usually purchase less than 1 kg and 1
to 3 kg 2 to 4 times a week and 52% of
income DE purchase less than 1 kg
once a week respectively. Still, income
class AB has the highest number of
kilos being purchased for pork meat.

19. Results and Discussion
When consumers purchase meat
products?
 Occasion Purchase -majority
of those who belong to class
AB, C, and DE purchase more
chicken meat and pork during
certain occasions.

20. Results and Discussion
How consumers purchase meat
products?
Majority of the respondents
from income classes C and DE
buy meat parts that are
commonly sold in the market or
that are pre-cut into different
forms while respondents in
income class AB choose either
of the two.

21. Results and Discussion
How consumers purchase meat
products?
 Income Increase:
Majority of the respondents
answered “yes” for beef (56.
80%), dressed chicken (66.30%)
and pork (61.54%). This means
that they are willing to purchase
more if there will be an increase
in income.

22. Results and Discussion
How consumers purchase meat
products?
 Price Decrease:
Majority of the respondents
answered “yes” for beef (58.
54%), dressed chicken (67.22%)
and pork (61.68%).

23. Results and Discussion
How consumers purchase meat products?
Meat Attributes Rating:
1. The undesirable nutritional factor which received
the highest consideration by income class AB is the
amount of fat and cholesterol level for both income
class C and DE.
2. For beef, income class AB rated color with highest
mean score, smell for income class C and price for
income class DE.
3. For dressed chicken, texture and juiciness are
greatly considered by income class AB and color for
both income classes C and DE.
4. For pork, smell, tenderness, leanness, texture and
color showed equal consideration for income class AB
and price for Income classes C and DE.
5. Freshness of the products and cleanliness of the
area are the factors highly considered by the
respondents in purchasing meat products.

24. Logistic Regression Results
1. Age is the only variable that is
significantly affect the chicken.
2. Religion is found significant that can
affect the decision of the consumers in
purchasing pork.
3. The gender, age, number of
household size, number of employed
household members, number of
children and household income were
all found significantly affect the
consumers decision in purchasing
beef.

25. Summary and
Conclusion:
Why consumers purchase meat
products?
1. Household consumption
2. Business
3. Preference
Where consumers purchase meat
products?
1. Super Markets
2. Meat Shop
3. Public Market

26. Summary and
Conclusion:
When consumers purchase meat
products?
Beef - Income classes AB and C
usually purchase 1 to 3 kilograms once
a week and income class DE purchase
less than 1 kilogram once a week
Chicken - Income class AB usually
purchase 1 to 3 kilograms once a
week, income class C purchase 1 to 3
kilograms 2 to 4 times a week and
income class DE purchase less than 1
kg and 1 to 3 kg once a week

27. Summary and
Conclusion:
When consumers purchase meat
products?
Pork - Income class AB usually
purchase 1 to 3 kilograms once a
week, while, income class C usually
purchase less than 1 kg and 1 to 3 kg 2
to 4 times a week and income DE
purchase less than 1 kg once a week
respectively.

28. Summary and
Conclusion:
How consumers purchase meat
products?
1. Consumers choose specific parts
or cuts of meat products
2. Majority of the consumers do not
always consider the nutritional
factors attributed to meat as well
as the undesirable factors.
3. Important attributes are color,
texture, smell and freshness of
meat products.

29. Logistic Regression Results
1. Age is the only variable that is
significantly affect the decision
of the consumers in purchasing
dressed chicken..

30. Logistic Regression Results
2. Religion is found significant that can
affect the decision of the consumers in
purchasing pork.
3. The gender, age, number of
household size, number of employed
household members, number of
children and household income were
all found significantly affect the
consumers decision in purchasing
beef.

31. Recommendation
Key Players Recommended Action
1. Meat Retailers/
Vendors
 Improve their place especially in practicing proper sanitation.
 Maintain the quality of meat products.
2. Meat Producers  Engage in selling dressed chicken and pork because of higher demand in the
market.
 There is a good business in producing beef for income class AB.
3. Government Sector
(NMIS)
 Increase nutrition benefits information to the consumer in order to increase
food safety and consumption.
 Proper government food safety enforcement.
4. Meat Shops  Maintain the proper attributes of meat products especially on color and
freshness of meat.

32. Thank you