Conjoint Analysis of the Consumers’ Preferences Between Locally Processed Root Crop-Based Food Products and Commercial Junk Foods

Abstract

It is undeniable that the demand for locally processed root crops is low compared to commercial junk foods, affecting the income of both farmers and local processors. This study was conducted to ascertain the product attributes that influenced the purchasing decision of the consumers which serves as a basis for positioning the product in the market. It utilized a survey research design using a combined purposive and quota sampling techniques to select the respondents who are the target market of the product. This study collected market data and consumer preferences from 200 segmented respondents who are located in Baybay City, Leyte. Conjoint analysis was used to determine the attributes that highly influenced the buying decision of the consumers. Results show that product type highly influenced the buying decision of the consumers. Processed root crops that are locally produced are mostly preferred by the consumers over commercial junk foods. However, consumers are rarely buying the product because it is unavailable in the common market outlets. Given its high market potential, it is recommended to modify and improve the marketing strategies employed by the local processors. Tapping LGUs for promotion and other aid for complying with the regulatory requirements necessary for placing the product in the local and department stores is highly advised.