Ilonggos Attitude towards
ValueAdded Fish Products
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
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
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.
To find out:
the reason of purchase
the factors that affect their purchase behaviour and
preferences towards value-added fish products
The expected uses of the research are:
to segment the market to different target consumers with
different preferences on the kind of value-added fish
products to consume
focus on or create marketing strategies for specific valueadded fish products with potential on mass production, exportation and commercialization
We shall conduct:
The Fishbein Model
a model for the prediction of behavioral
intention, spanning predictions
of attitude and predictions of behavior
BELIEFS, ATTITUDES, AND BEHAVIORS
the knowledge that a consumer has about objects, their attributes, and their benefits
products, people, companies, and things about which people hold beliefs and attitudes
characteristics or features than an object might or might not have
the positive outcomes that attributes might provide to the
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