Consumer Purchase Behavior for Meat Products in General Santos City
65 Pages Posted: 8 Mar 2018 Last revised: 14 Mar 2018
Date Written: March 2, 2018
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. Hence, this study identified the factors significantly affecting consumers purchase behavior, preferred meat and place of purchase of every consumer. In this study 190 respondents were identified and data gathering was done through structured survey questionnaire.
Result reveals most of the consumers have sources of income to purchase meat products. Result shows that most of the respondents chose to consume chicken. It reveals also that consumer – respondents purchase meat for household consumption. The respondents mostly buy beef and chicken at supermarkets and pork at meat shops. The respondents would prefer to purchase in the supermarket.
The study shows that for beef, the gender, age, number of household size, number of employed household members, number of children and household income were all found as significant factors affecting consumer purchase behavior. For chicken, age is the only variable that significantly affect the decision of the consumers. Lastly, for pork, religion is found significant that can affect the decision of the consumers.
Hence, with these result it is recommended that sellers of meat products should also offer meat products classified as Halal since there is a demand. Vendors must maintain the quality and freshness of their meat products and its sanitation.
Keywords: consumer behavior, beef, chicken, pork
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