Philippine E-Journals

Filipino consumer preferences for peanut butter

Flor Crisanta F. Galvez | Lutgarda S. Palomar | Maria Leonora DL. Francisco | Alicia O. Lustre | Anna VA. Resurreccion

 

Abstract:

Galvez, F. C. F., L. S. Palomar, M.L. dl. Francisco, A. 0. Lustre, and A. V. A. Resurreccicr 2006. Filipino consumer preferences for peanut butter. Ann Trop. Res. 28( 1 ):58-69 One-on-one interviews were conducted nationwide in different regions in the: Philippines. A total of 387 households participated in the survey. Most household5 bought peanut butter at least once a month. Results indicated that sweetness, branch and price of product were the major factors that influenced the choice of Filipino consumers of peanut butter to buy. There-was some indication of "brand loyal • Approximately two-thirds of Filipino families actually preferred the firm (stabilized) type of peanut butter even when they bought the flowing (not stabilized) type because ci lower price of the latter. Color was not a major factor considered by Filipino consumers in buying peanut butter. Some consumers (50%) liked added flavor (chocolate or fruit jelly) in their peanut butter and were willing to pay more than PhP1.00 additional price for it. Filipino consumers were aware and knowledgeable about vitamin A and the presence of vitamin A-fortified food products in the market. They indicate<l that the-: would buy vitamin A-fortified peanut products when these were made available. Mos: of them (>90%) were willing to pay more than PhP0.25 additional price with a large: proportion who were willing to pay more than PhP1.00 additional price.