Value Added Fish Products

Topics: Scientific method, Knowledge, Value added Pages: 10 (339 words) Published: February 11, 2015
Ilonggos Attitude towards 
Value­Added Fish Products

WHO
Profile of Respondents


The research will include both value-added fish products
consumer and non-consumers. Basically, the respondents
should be anyone in the household that has the final
decision in purchases.



We will also collect information from random Ilonggo
respondents that is known and verified to consume value
added fish products.



We will observe those actual buyers of VAFP in different
markets.

WHAT

WHEN


Observations and surveys will take place on weekends
(fixed observation dates) and scheduled dates preferably
on the middle of the week to have a short observation
interval on fixed observation dates.



Interviews on stratified sampled household will be on
weekends and random sampling surveys will be on
scheduled dates.

WHERE


Interviews will be conductedin households in different
socio-economic class selected from Iloilo City, Iloilo.



Surveys will be conducted on random places such as
schools, residence etc. and will use google drive surveys
that will be open for all known and verified eaters of VAFP.



Observations will be conducted in wet markets (Iloilo’s
SUPERmarket and Central Public Market) and Super Markets
in chosen malls.

WHY
To find out:
1.

the reason of purchase

2.

the factors that affect their purchase behaviour and
preferences towards value-added fish products

The expected uses of the research are:
1.

to segment the market to different target consumers with
different preferences on the kind of value-added fish
products to consume

2.

focus on or create marketing strategies for specific valueadded fish products with potential on mass production, exportation and commercialization

HOW
We shall conduct:


Interviews

 


Surveys



Observations

The Fishbein Model


a model for the prediction of behavioral
intention, spanning predictions
of attitude and predictions of behavior



BELIEFS, ATTITUDES, AND BEHAVIORS



beliefs
the knowledge that a consumer has about objects, their attributes, and their benefits



objects
products, people, companies, and things about which people hold beliefs and attitudes



attributes
characteristics or features than an object might or might not have



benefits
the positive outcomes that attributes might provide to the
consumer

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