Consumers’ Purchasing Behavior Towards Fresh Meat in Davao City, Philippines

Nikko L. Laorden, Angel Mae P. Bangcaya

Abstract


Meat remains one of the most consumed commodities throughout the world, and it has long occupied a special place in the food intake of consumers. In the Philippines, meat volumes are predicted to increase because of the rapid increase in population and the growth of the food service sector in the country. Understanding the purchase behavior of consumers for meat products is essential in addressing inefficiency and market issues in the meat industry. This study aimed to assess the purchase behavior of consumers towards the three major meat products (i.e., beef, dressed chicken, and pork) that are consumed in Davao City, Philippines. The key respondents of this study were household decision makers of the meat purchase. The study specified a choice model with a binary or dichotomous dependent variable representing the consumer’s final choice to be explained by a set of variables including socio-demographic and socio-economic factors. Results of the logistic regression model showed that beef purchase choice was significantly affected by average monthly income, working status, household size, number of employed household members, and number of children in the household. For chicken and pork purchase choice, area and number of employed household members were the factors significantly affecting consumer purchase decision. Following consumers’ fresh meat purchase decision, meat sellers may take advantage of the higher demand on beef for income class AB and the pork and chicken demand for income classes C and DE.


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Print ISSN: 1656-3719 / Electronic ISSN (forthcoming)
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