Determining important product cues influencing consumer's purchase decision for processed snack products in Philippines | |
| Author | Ceballos, Rogine Joy F. |
| Call Number | AIT RSPR no.SM-18-08 |
| Subject(s) | Consumers' preferences--Philippines Small business--Philippines Snack food industry--Philippines |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Nowadays, micro-small-medium food enterprises (MSMFEs) are challenged to expand and sustain their brand and product. With variety of products available in market, product cues are becoming significant for researchers to understand consumers product preference Hence, the aim of this research is to determine important product cues considered by consumer in their purchasing decision. Product focused for this study are processed snack products manufactured by MSMFEs currently displayed in retail stores. Based on survey from retail stores owners snack categories commonly purchased by customers are ‘biscuit’, ‘corn’, ‘nuts’, ‘sweet chips’ and ‘sweet’ snacks. To compete in the market, these snack categories currently highlight their extrinsic cues (packaging, brand name, product claim, seal of approval, place of origin) and intrinsic cues (flavor, taste, nutrient content, texture, size/shape, color). Research findings from 260-respondents indicate that at different snack categories evaluated, intrinsic cues are consistently more important and highly prioritized. Consumer social status as student and non-student show inference in ranking cues and selection. ‘Flavor’ is most important for ‘student’, whereas ‘non-student’ recognized high importance to ‘overall taste’ Familiarity about the product has influence towards important ranking of product cues. Identifying correct cue is a vital input for MSMFE’s product development and marketing decision. |
| Year | 2018 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Islam, Nazrul; |
| Examination Committee(s) | Vimolwan Yukongdi; Sununta Siengthai; |
| Scholarship Donor(s) | Asian Development Bank; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2018 |