Consumer buying behavior towards herbal-based food supplements in selected towns of Cavite / Victoria H. Bulaclac.

By:

Bulaclac, Victoria H [author]

Contributor(s):

Hernandez, Iluminada R [adviser]

Material type: Text

TextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2012.Description: xi, 40 pages : illustrations ; 28 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

DDC classification:

381.3 B87 2012

Online resources:

Click here to view the Abstract and Table of Contents

Production credits:

College of Economics, Management and Development Studies. (CEMDS), Department of Management

Abstract: BULACLAC, VICTORIA H. Consumer Buying Behavior Towards Herbal- based Food Supplements in Selected Towns of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University. Indang Cavite, April 2012. Thesis Adviser. Ms. Ituminada R. Hernandez. This study aimed to describe the socio-demographic profile of consumers in terms of age, gender, civil status, educational attainment, monthly income and household size; determine the buying process in terms of need recognition, information search, evaluation of alternatives, buying decision and post-purchase behavior; determine the significant relationship between the behavior of respondents and their socio-demographic characteristics; and determine the significant difference in buying behaviors of consumers of herbal-based food supplements when they are grouped according to their demographic profile. One hundred fifty consumers of herbal-based food supplements from selected towns of Cavite such as: Dasmarinas, Bacoor, Imus, General Trias and Tanza were used in the study. Frequency count, mean, range and percentage, were used to describe the socio-economic characteristics of consumers and their buying behavior. Likert Scale was used in determining the level of satisfaction and the consumer’s perception about the price, availability and effectiveness of herbal-based food supplement. Chi-square test was used to determine the relationship between the behavior of respondents and their socio-demographic characteristics. Kruskal Wallis was used to determine the difference in buying behaviors of consumers of herbal-based food supplements when they are grouped according to their demographic profile. Findings of the study revealed that most of the respondents belonged to the age bracket of 18-27, and majority of them were female, 59 percent were married, 65 percent were college level and 73 percent had a household size of 4-5 members. Majority (83%) of the respondents recognized their safety needs including anti- oxidants and other perceived health benefits of herbal-based food supplements and the most common source of their information were from personal communication (81%) with their family, friends and neighbors. Their families (74%) were the most influential factor of the consumers buying behavior towards herbal food supplements. Half of the respondents (50%) purchased the product from the dealer of herbal food supplement and most of them (47 %), made their purchase every month and only 34 percent of the respondents bought the product by pieces... Most of the respondents (63%) revealed that they were satisfied with the herbal- based food supplement that they are using and 97 percent of them were very much willing to recommend the products to other people. | The result of the study shows that socio-demographic characteristics had found out to have a significant relationship to their buying behavior towards herbal-based food supplement. Civil status and educational attainment were the variables that had a significant difference to their buying behavior in terms of need recognition. The rest of the socio-demographic profiles were not significantly related to their buying behavior.

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Item type	Current library	Collection	Call number	Materials specified	URL	Status	Notes	Date due	Barcode
Theses / Manuscripts	Ladislao N. Diwa Memorial Library Theses Section	Non-fiction	381.3 B87 2012 (Browse shelf(Opens below))		Link to resource	Room use only	T-4816		00071246

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Thesis (Bachelor of Science in Business Management--Marketing) Cavite State University.

Includes bibliographical references.

College of Economics, Management and Development Studies. (CEMDS), Department of Management

BULACLAC, VICTORIA H. Consumer Buying Behavior Towards Herbal- based Food Supplements in Selected Towns of Cavite. Undergraduate Thesis. Bachelor of Science in Business Management, major in Marketing. Cavite State University. Indang Cavite, April 2012. Thesis Adviser. Ms. Ituminada R. Hernandez.

This study aimed to describe the socio-demographic profile of consumers in terms of age, gender, civil status, educational attainment, monthly income and household size; determine the buying process in terms of need recognition, information search, evaluation of alternatives, buying decision and post-purchase behavior; determine the significant relationship between the behavior of respondents and their socio-demographic characteristics; and determine the significant difference in buying behaviors of consumers of herbal-based food supplements when they are grouped according to their demographic profile.

One hundred fifty consumers of herbal-based food supplements from selected towns of Cavite such as: Dasmarinas, Bacoor, Imus, General Trias and Tanza were used in the study. Frequency count, mean, range and percentage, were used to describe the
socio-economic characteristics of consumers and their buying behavior. Likert Scale was used in determining the level of satisfaction and the consumer’s perception about the price, availability and effectiveness of herbal-based food supplement. Chi-square test was used to determine the relationship between the behavior of respondents and their socio-demographic characteristics. Kruskal Wallis was used to determine the difference in buying behaviors of consumers of herbal-based food supplements when they are grouped according to their demographic profile.

Findings of the study revealed that most of the respondents belonged to the age bracket of 18-27, and majority of them were female, 59 percent were married, 65 percent were college level and 73 percent had a household size of 4-5 members.

Majority (83%) of the respondents recognized their safety needs including anti- oxidants and other perceived health benefits of herbal-based food supplements and the most common source of their information were from personal communication (81%) with their family, friends and neighbors. Their families (74%) were the most influential factor of the consumers buying behavior towards herbal food supplements.

Half of the respondents (50%) purchased the product from the dealer of herbal food supplement and most of them (47 %), made their purchase every month and only 34 percent of the respondents bought the product by pieces...

Most of the respondents (63%) revealed that they were satisfied with the herbal- based food supplement that they are using and 97 percent of them were very much willing to recommend the products to other people. |

The result of the study shows that socio-demographic characteristics had found out to have a significant relationship to their buying behavior towards herbal-based food supplement. Civil status and educational attainment were the variables that had a significant difference to their buying behavior in terms of need recognition. The rest of the socio-demographic profiles were not significantly related to their buying behavior.

Submitted to the University Library 11/19/2012 T-4816

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