Home⇛Business Research Journal⇛vol. 9 no. 1 (2023)

Pigmented Rice As A Functional Food: A Market Segmentation Study

Edgelly G. Vitug

 

Abstract:

Nowadays, consumers tend to focus on consuming healthy products such as rice. Pigmented rice is an increasingly popular choice of food consumed as a healthy food. It has color pigment due to its anthocyanin content and is typically known for its health benefits. Several farmers produce pigmented rice in Nueva Ecija, and some enterprises market the commodity. Most stakeholders involved in the industry have experienced challenges pertaining to product marketing. As to pricing, pigmented rice is high-priced than regular rice. In line with that, a segmentation study was conducted to merge the gap between the growing potential of pigmented rice and the issues encountered by the enterprise about marketing. The concept of this paper was derived from the Segmentation, Targeting, and Positioning (STP) Marketing paradigm and utilized the descriptive method. The consumers of pigmented rice from the province of Nueva Ecija were subjected to a survey questionnaire concerning the socio-demographic profile, attitude, behavior, and consumer purchasing decision.



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