BIBLIOGRAPHY YA-OS, MAGDALENA A. APRIL. 2010....
BIBLIOGRAPHY
YA-OS, MAGDALENA A. APRIL. 2010. Consumer and Producer Awareness,
Willingness and Perception towards Vegetable Branding in La Trinidad, Benguet.
Adviser: Darlyn D. Tagarino, PhD
ABSTRACT
This study was conducted in La Trinidad, Benguet to determine the awareness,
understanding and perception of consumers and producers about branded vegetables, and
to determine the willingness of the consumers to buy branded vegetables, as well as the
willingness of the producers to comply with vegetable branding in case it will
implemented in the locality.
The findings of the study reveal that majority of the respondents are aware of
vegetable branding and they have already seen actual branded vegetables at the La
Trinidad Public Market. However, almost all of the respondent find the price of branded
vegetables higher than the price of unbranded ones.
Generally both consumers and producers have the same perception towards
vegetable branding that branded vegetables are of high quality, are expensive, are well
packaged, are present only in hypermarket and supermarket, are more healthily, are in
high quality, are for the elite people only, and not accessible.
In the willingness to buy branded vegetables, majority of the respondents are
willing to buy branded vegetables for the primary reason that they are assured of the
quality.
All most of the producers positively considered the possibility of vegetable
branding to be implemented in the locality and majority of them are willing to comply in
case the government will implement.
ii
TABLE OF CONTENTS
Page
Bibliography………………………………………………….………………... i
Abstract ………………………………………………………………………… i
Table of Contents ……………………………………………………………… iii
INTRODUCTION
Rationale ………………………………………………………………. 1
Importance of the Study ……………………………………………….. 2
Statement of the Problem ……………………………………………… 2
Objectives ……………………………………………………………… 3
Scope and Delimitation …………………………………………….….. 3
REVIEW OF LITERATURE.…………………………………………………. 4
Historical Development of
Branding …………………………………............................................ 4
Importance of Branding ……………………………………………….. 5
Implications of Branding to
Small Vegetable Farmers………………………………………………. 5
Consumer Behavior…..………………………………………………… 6
Paradigm of the Study………………………………………………….. 8
METHODOLOGY
Locale and Time of the Study …………………………………………. 9
Respondents of the Study ……………………………………………… 9
Data Collection…………………………………………………………. 9
Data Analysis ……………………………………………………….…. 9
iii
Data Gathered …………………………………………………….…….
10
RESULTS AND DISCUSSION
General Information about
the Producers ………………………………………………………….. 11
Level of Awareness of the
Producers about Vegetable Branding…………………………….…….
11
Understanding of Producers …………………………………………… 13
Source of Information of the Producers………………………………... 13
Perception of Producers about
Branded Vegetables…………………………………………..….…….. 14
Awareness of Producers in the
existence of Branded Vegetables …… ………………………….….…. 16
Price of Branded Vegetables
Compared to Unbranded ones…………………………………..……… 17
Willingness of Producers to
Buy Branded Vegetables…………………………………………….… 17
Possibility of Vegetable Branding
to be Implemented in the Locality………………………………….….. 19
Willingness to Comply………………………………………………… 19
General Information about the
Consumers……………………………………………………….….….. 21
Level of Awareness of the Consumers
About Vegetable Branding…………………………………..…….…… 23
Understanding of Consumers ………………………………………….. 23
Source of Information of the
Consumers…………………………………………………………..…. 23
Perception of Consumers about
Branded Vegetables………………………………………………….… 24
iv
Awareness of Consumers in the
Existence of Branded Vegetables…………………….………………… 26
Willingness of Consumers to Buy
Branded Vegetables………………………………………………….…. 27
Reaction of Consumers……………………………………….………... 29
Comparative Mean of the Perception
of Consumers and Producers
about Branded Vegetables………………………………….………….. 29
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary ……………………………………………………….……… 31
Conclusions ………………………………………………………….... 32
Recommendations……………………………………………………… 33
LITERATURE CITED ………………………………………….……………..
34
APPENDICES
A. Letter to the respondents …………………………….……….….…. 36
B. Survey Questionnaire to Consumers …………………………......... 37
C. Survey Questionnaire to Producers………………………...……….. 39
v
1
INTRODUCTION
Rationale
La Trinidad, Benguet is an ideal place for producing vegetables because of its
temperate climate and high altitude. It is known for the abundant supply of fresh highland
vegetables. La Trinidad is home to the country’s best potatoes, carrots and cabbages.
However, but in spite of being known for being the best producer of potatoes, carrots and
cabbages, La Trinidad lags behind in the business of product labeling that could gain
more commercial value for its vegetables. The reason according to the Institute of Social
Research and Development (ISRD) at the Benguet State University is that there exists a
void in the marketing strategy of the province’s vegetable. Specifically, there is the lack
of a provincial brand (Cariňo, 2007).
Dagupen (2007), found out in her study that the origin of vegetables figured
prominently in the consumer’s choice of product. Consumers preferred Baguio and
Benguet Vegetables but do not really know for sure if the vegetable they buy are really
coming from these places. Vegetables coming from Benguet and Baguio are not branded
not like some vegetables coming from other provinces.
A product is something that is made in a factory; a brand is something that is
bought by a consumer. A product can be copied by a competitor, a brand is unique, a
product can be quickly outdated, and a successful brand is timeless.
A brand is incredibly important right now because in this economy consumers are
reluctant to buy. They want a brand that they can trust, they know they are getting value
from, and a brand that cares about them and interacts with them as a customer.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
2
Today’s branding strategy of agricultural products by local communities does not merely
focus on promoting the name recognition of their products but it is designed as a
comprehensive project that aims to revitalize the entire community, including the
improvement of food safety and the protection of intellectual properties. Promoting local
brand of traditional vegetables simply means protecting the local food tradition and
culture.
Importance of the Study
The result of this study would help the entrepreneurs (middlemen and retailer) to
improve their packaging and prominent labeling of the vegetables. And to the consumers,
this would help them to be aware on the different strategy on how producers market their
product (vegetable branding, attractive packing).
For the farmers, this would help them to be aware on what is happening in the
vegetable industry. And for the province of Benguet, the study will help them assess if
vegetable branding would be feasible to implement in the locality.
Statement of the Problem
The study was conducted to determine customer and producer awareness,
willingness and perception on vegetable branding in La Trinidad, Benguet. Specifically,
this study tried to answer the following questions.
1. What is the awareness and understanding of consumers and
producers towards vegetable branding?
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
3
2. What is the perception of consumers and producers towards branded
vegetables?
2. What is the willingness of the consumers to buy branded vegetable?
3. What is the willingness of the producers to adhere to vegetable branding?
Objective of the Study
1. To describe the awareness and understanding of consumers and producers
towards vegetable branding
2. To identify and compare the perception of consumers and producers towards
branded vegetables
3. To determine the willingness of the consumers to buy branded vegetables
4. To determine the willingness of the producers to adhere vegetable branding
Scope and Delimitation of the Study
This study was conducted in the municipality of La Trinidad particularly Barangay
Betag, Balili, and Pico. The study focused mainly on consumer and producer’s
awareness, willingness and perception on the possibility of vegetable branding.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
4
REVIEW OF LITERATURE
Historical Development of Branding
Although connected with the history of trademark and including earlier examples which
could be deemed protobrands, brands in the field of mass-marketing originated in the 19th
century with the advent of packaged goods. Industrialization moved the production of
many household items, such as soap from local communities to centralized factories.
When shipping their items, the factories would literally brand their logo or insignia on the
barrels used extending the meaning of brand to that of a trademark. Bass and company,
the British brewery, claim their red triangle brand was the world’s first trademark. Lyle’s
golden syrup makes a similar claim, having been named as Britain’s oldest brand, with its
green and gold packaging which remained almost unchanged since 1985. Branding cattle
calf came from Texas, rancher, Samuel Augustus Maverick who, following the America
civil war, decided that since all other cattle were branded, his would be identified by
having no marking (Wikipedia, 2008).
Around 1900, James Walter Thompson published a house ad explaining
trademark advertising. This was early commercial explanation of what we know as
branding (Wikipedia, 2008).
Branding local agricultural products has also become a nationwide trend. It all started in
the late 1970’s in Kyoto when both the prefecture and the city began a project to support
produces of Kyo-yasai. Established in 1989, the official certification program of Kyo-
yasai now target 21 varieties of traditional vegetables originating in Kyoto, including
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
5
green onion, radish, and eggplant. Today, many communities throughout Japan have
successfully promoted their own brand of specialty vegetable, such as Kaga yasai
(Vegetable from Kanzawa), naroto kintoki (sweet potato from Tokushima), and Hakata
banno negi (green onion fron fukuoka), just to name a few (Yamanou, 2007).
Importance of Branding
Branding can add value to the product. Branding has grown so strong that today almost,
everything is branded. According to Kotler (2000), branding helps buyers in many ways
for example it tells the buyers something about the product quality. Buyers who always
buy the same brand know that they will get the same quality every time they buy the
same product. Thus branding result in more product variety and choice for consumer, it
also provides much more information about the product and where to find them.
Brands make it easy for consumer to identify goods or services. Brand names are
particularly useful keys because the brand name becomes so closely tied to the product in
the minds of consumers (Keller, 1998). Brands also help assure purchasers that they are
getting comparable quality when they reorder. For seller, brands can be advertised and
recognized when displayed on shelves in a store. Branding also help sellers control their
market because buyers will not confuse one branded product with another. Branding
reduces price comparisons because it is hard to compare price on two items with different
brand. Finally, seller branding can add a measure of prestige to otherwise ordinary
commodities (Stanton et. al., 1991).
Implications of Branding to
Small Vegetable Farmers
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
6
The Philippine vegetable industry is restructuring. This is largely driven by demand
factors such as increasing population and income and changing lifestyles of urban
consumers. These create opportunities for the modern chains to respond, particularly
supermarkets and fast-food chains. Their procurement systems also change to respond to
these opportunities and remain competitive. Increasing demand for salads prompted fast-
food chains to source processed instead of unprocessed vegetables. This requires changes
in production protocols for farmers who supply to vegetable processors. Large
supermarkets deal with preferred suppliers who also brand their vegetables. As large
supermarkets continue to raise standards, the volumes of vegetables sold that are branded
are expected to increase. This will result to larger consolidators who also venture into
processing particularly vegetables and packed salad vegetables. This in turn will require
changes in production protocols if farmers are to be part of this chain. Small farmers will
have difficulty responding to these opportunities in the modern chains as these would
mean investments to produce quality vegetables. However, small farmers can not be
eased out as assortment of vegetables is an integral part of a supermarkets’
merchandising strategy (Conception and Uy 2006).
Today branded vegetable have gained acceptance in the market (Sia, 2008). More
than 80 percent of processed foods are branded, whereas only 19 percent of fruits and
vegetables are branded (McGinnis et. al., 2006).
Consumer Behavior
Consumer behavior and consumer decision-making have become prominent research
topics in the various fields of consumer science in recent years (Schiffman and Kanuk,
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
7
2000). Generally, consumer behavior is defined as the activities that people engage in
when selecting, purchasing, and using products and services so as to satisfy needs and
desires. Such activities involve mental and emotional processes, in addition to physical
action (Wilkie, 1990). Virtually, all decision involved in developing an effective
marketing mix for a product or services rely on through knowledge of the consumer who
comprises the target market (Johnson and Mullen, 1990). Understanding the behavior of
the consumer can help marketers anticipate changes in the marketing mix, or determine
whether new products are likely to be adopted.
Research on sensation and perception, attention, categorization, inference making,
information search, memory, attitude and behavior, attitude formation, conditioning and
satisfaction have been undertaken to understand consumer behavior (Jacobs et. al., 1998).
As stated by Cobanoglu et. al. (2003), attitudes towards purchase behavior are believed to
be shaped by many factors such as direct experience with the product, information
acquired from others, exposure to mass media, consumer service, and satisfaction.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
8
Figure I refers to the flow of the study that includes independent variables which
refer to the consumer and producer awareness, perception and willingness to buy branded
vegetables. The arrow indicates the interrelationship between the variables. The
dependent variable is the prospect of vegetable branding.
CONSUMERS
Awareness
Perceptions
PROSPECT OF
VEGETABLE
PRODUCERS
BRANDING
Awareness
Perceptions
Figure 1. Paradigm of the Study
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
9
METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet from December 2009 to
February 2010.
Respondent of the Study
The respondents of this study were 30 farmers from the 3 predominantly
vegetable producing Barangays of La Trinidad. Ten farmers per Barangay were selected
and were interviewed on their respective farm.
The seventy consumers on the other hand were selected using quota sampling
method. This was done at the La Trinidad Public market and the La Trinidad Trading
Post.
Data Collection
A survey questionnaire was used to gather the needed information. However, a
similar questionnaire was used also for the producers. The respondents were selected
using the quota sampling method.
Data Gathered
The data gathered were the following:
1. Awareness of respondents on vegetable branding and existence of branded
vegetables.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
10
2. Perceptions of respondents about branded vegetables
3. Willingness of respondents about branded vegetables
4. Willingness of producers to comply with vegetable branding
Data Analysis
The data and information gathered from the respondent were tabulated and
analyze using percentages, frequency distribution and mean estimates.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
11
RESULTS AND DISCUSSION
General Information about the Producers
Table 1 presents the general profile of the respondents in terms of age and highest
educational attainment.
Many (33.3%) of the producers belonged to ages 20-30 years old, 26.6% are in the age
brackets of 31-40 and 41-50, respectively. The producers are predominantly young with
60% of them aged 40 and below. Thirty percent of the producers finished their secondary
level, 23.3% reached but did not finish high school, while 23.3% finished college. This
finding shows that many of the producers have achieved a level of formal education.
Level of Awareness of the Producers
about Vegetable Branding
Table 2 presents the level of awareness of the producers towards vegetable
branding. Majority (60%) of the producers are aware of vegetable branding since some of
them are organic producers who actually practice product branding. The other 40% of the
producers are not aware.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
12
Table 1. Distribution of producer according to general profile
PARTICULAR FREQUENCY
PERCENTAGE
Age
10 33.3
20-30
8 26.7
31-40
8 26.7
41-50
3 10.0
51-60
1
3.3
61-70
TOTAL
30
100
Highest educational attainment
Reached Elementary but did not finish
- -
Elementary graduate
3 10.0
Reached High school but did not finish
7 23.3
High school graduate
9 30.0
Reached College but did not finish
4 13.3
College graduate
7 23.3
TOTAL
30
100
Table 2. Distribution of producers according to their level of awareness towards
vegetable branding
RESPONSE FREQUENCY
PERCENTAGE
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
13
Aware
18
60
Not aware
12
40
TOTAL
30
100
Understanding of Producers
Table 3 presents the response of the producers when asked about their
understanding of vegetable branding. Majority (61.1%) of the producers understood
vegetable branding as classifying the vegetables, packing them well, and putting on a
trade name. Specifically 27.8% equated vegetable branding with high quality together
with a trade mark, while 11.1% answered that vegetable branding involves vegetables
being well packaged and with a trade name. Hence, the presence of a trademark is
associated with branding, as well as good packaging indicative of selection and quality.
Source of Information of the Producers
Table 4 presents the source of information about vegetable branding. Majority
(55.6%) acquired their information from friends and family, 16.7% acquired their
information from the radio, and 11.1% from magazines, and academics, respectively.
Word-of-mouth information about vegetable branding seemed to be the current source as
shown by the results.
Table 3. Distribution of producers according to their understanding of vegetable branding
RESPONSE FREQUENCY
PERCENTAGE
Vegetables that are well packaged
with trademark
2
11.1
Vegetables that are classified,
well packaged and with trademark
11
61.1
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
14
Vegetables that are in high quality
With trademark
5 27.8
TOTAL
18
100
Table 4. Distribution of producer according to the source of information about vegetable
branding
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
Internet
1
5.6
Radio 3
16.7
Magazine 2
11.1
Friends and family
10
55.6
Academic 2
11.1
TOTAL
18
100
Perception of Producers towards Branded Vegetable
Table 5 presents the perception of the producers regarding branded vegetables. More than
half of the total respondents agreed with the perception that branded vegetables are of
high quality, are expensive, and are well packaged.
About half of the producers also disagreed with the perception that branded vegetable are
pesticide free, are for elite people only, and are not accessible.
Moreover, more than 40% of the producers agreed with the perception that branded
vegetables are present only in hypermarket and supermarket, are healthier and are in high
quality.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
15
Table 5. Distribution of producers according to their perception towards branded
vegetables
PERCEPTION F1
%
F2
%
F3
%
F4
%
F5
%
Branded vegetable are
high quality
6
20.0 20.0 66.7
2
6.7 2
6.7
-
-
Branded vegetable are
expensive
5
17.0 16.0 53.3
7
23.3 2
6.7
-
-
Branded vegetable are
well packed
3
10.0 23.0 76.7
3
10.0 1
3.3
-
-
Branded vegetable are
present only in
hypermarket and
supermarket 3
10.0 14.0
46.7
5
16.7
8
26.7
-
-
Branded vegetable are
more healthy
2
6.7 13.0 43.3
7
23.3
6
26.7
-
-
Branded vegetable are
pesticide free
-
-
7.0 23.3
7
23.3 15
50.0
1
3.3
Branded vegetable are
free from disease
1
3.3 9.0 30
8
26.7 11
36.7
1
3.3
Branded vegetable are
in high quality
2
6.7 14.0 46.7
6
20.0
7
23.3
1
3.3
Branded vegetable are
for elite people only
-
-
8.0 26.7
4
13.3 17
56.7
1
3.3
Branded vegetable are
not accessible
-
-
11.0 36.7
5
16.7 13 43.3
1
3.3
Legend: F1 – Strongly agree F4- Disagree
F2 – Agree F5- Strongly disagree
F3 – Neutral
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
16
Awareness of Producers in the Existence of
Branded Vegetable
Table 6 presents the response of the producers regarding awareness on the existence of
branded vegetables. Majority (53.3%) are aware while 46.7% are not. Majority (56.3%)
of those who are aware have noted that they have seen the branded vegetables in the La
Trinidad Public Market. This is not surprising because of the existence of an outlet of the
La Trinidad Organic Producers in the La Trinidad Public market. Some 25% have seen
branded vegetables in supermarkets (Table 7).
Table 6. Distribution of producers according to whether they have seen actual sample of
branded vegetables
RESPONSE FREQUENCY
PERCENTAGE
Have seen actual sample
16
53.3
Have not seen actual sample
14
46.7
TOTAL
30
100
Table 7. Distribution of producers according to where they had seen branded vegetables
WHERE FREQUENCY
PERCENTAGE
Super market
4
25.0
La Trinidad Public Market
9
56.3
La Trinidad trading Post
1
6.3
BSU 1
6.3
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
17
Farm 1
6.3
TOTAL
16
100
Price of Branded Vegetables Compared to
Unbranded Vegetables
Table 8 shows that almost all (96.7%) of the producers find the price of branded
vegetables higher than the unbranded ones. This comes as no surprise as the current
branded vegetables that are being sold carry premium prices for being organic and for
having good packaging. The organic nature of the vegetable and the nice packaging are
added costs that bring the price higher.
Willingness of Producers to buy
Branded Vegetables
Tables 9, 10 and 11 show the willingness of producers to buy branded vegetables,
Majority (73.33%) are willing to buy for the primary reason that they are assured of the
quality (45.5%). About 36.4% will buy for curiosity. For those who are not willing to
buy, 37.5% indicated the high price of branded vegetables as the primary reason.
Table 8. Distribution of producers according to comparative price perception between
branded and unbranded vegetables
RESPONSE FREQUENCY
PERCENTAGE
Higher
29
96.7
Cheaper
1
3.3
TOTAL
30
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
18
Table 9. Distribution of producers according to their willingness to buy branded
vegetables
RESPONSE FREQUENCY
PERCENTAGE
Willing to buy
22
73.33
Not willing to buy
8
26.67
TOTAL
30
100
Table 10. Distribution of producers according to reason for willingness to buy branded
vegetables
REASONS FREQUENCY
PERCENTAGE
Curiosity
8
36.4
Assured with the quality
10
45.5
Attractive packaging
1
4.5
To see the difference
3
13.6
TOTAL
22
100
Table 11. Distribution of producers according to reason for unwillingness to buy branded
vegetables
REASONS
FREQUENCY
PERCENTAGE
High price
3
37.5
Branded vegetable is the same as
the unbranded vegetable
-
-
I’m not brand conscious
2
25.0
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
19
It’s our produce
3
37.5
TOTAL
8
100
Possibility of Vegetable Branding to be Implemented in the Locality
Table 12 shows that almost all (93.33%) of the producers considered the possibility of
vegetable branding to be implemented in the locality. The existence of LaTop, in this
case, strengthens the producers’ perception of the possibility of vegetable branding.
Willingness to Comply
Table 13 presents the willingness of the producers to comply in case the local
government will implement vegetable branding. Majority (86.75) are willing to comply
in case this happens. The primary reasons for such willingness are as follows: (Table 14)
Majority (57.7%) would do so to meet the quality standard of some buyers, and 50% are
willing to comply to distinguish their vegetable from other vegetable. On the other hand,
the primary reason for unwillingness to comply (Table 15) is the additional cost that will
be incurred as indicated by 75% of those who are unwilling to comply. This result
confirms the statement of Conception et. al, (2006) that farmers will have a difficulty
responding to these opportunities in the modern chains as these would mean investment
to produce quality vegetable.
Table 12. Distribution of producers according to their perception on possibility of
vegetable branding to be implemented in the locality
RESPONSE FREQUENCY
PERCENTAGE
There is possibility
28
93.33
There no possibility
2
6.67
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
20
TOTAL
30
100
Table 13. Distribution of producers according to willingness to comply with
vegetable branding
RESPONSE FREQUENCY
PERCENTAGE
Willing to comply
26
86.67
Not willing to comply
4
13.33
TOTAL
30
100
Table 14. Distribution of producers according to willingness to comply with vegetable
branding
REASONS OF COMPLYING
FREQUENCY
PERCENTAGE
To distinguish our produce
vegetable from other vegetables
13
50.0
To be able to improve our
packaging and labeling
5
19.2
To meet the quality standard of
some buyers
15
57.7
*Multiple responses
Table 15. Distribution of producers according to unwillingness to comply with vegetable
branding
REASONS OF NOT COMPLYING
FREQUENCY
PERCENTAGE
Additional cost
3
75
Additional work
1
25
TOTAL
4
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
21
General Information about the Consumer
Table 16 presents the general profile of the consumer respondents in terms of age, sex,
occupation, highest educational attainment, and monthly income.
Majority (55.7%) of the consumers are 25 years of age and below. Another 27% are in
the age bracket 26 to 35 years. Majority of the respondents (65.7%) are females. And
many (31.4%) of them are self employed, and 25.7% are students.
More than 70% of the consumers have reached or finished a college education. Majority
(52.9%) of the respondents has a monthly income of less than 5,000, and 38.6% have an
allowance or monthly income of 5,000-10,000.
Table 16. Distribution of consumers according to general profile
PARTICULAR FREQUENCY
PERCENTAGE
Age
15-25
39
55.7
26-35
19
27.1
36-45
4
5.7
46-55
5
7.1
56-65
2
2.9
66-75
1
1.4
TOTAL
70
100
Sex
Male
24
34.3
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
22
Female
46
65.7
TOTAL
70
100
Table 16 Continued…
PARTICULAR FREQUENCY
PERCENTAGE
Occupation
Self employed
22
31.4
White collar job
3
4.3
Farming
4
5.7
6
Housewife
8.6
Government workers
10
14.3
Laborer
7
10.0
TOTAL
70
100
Highest Educational attainment
Reached Elementary but did not
finish
2
2.9
Elementary graduate
3
4.3
Reached High school but did not
finish
3
4.3
High school graduate
6
8.6
Reached College but did not
finish
31
44.3
College graduate
25
35.7
TOTAL
70
100
Monthly income
Less than 5,000
37
52.9
5,000-10,000
27
38.6
10,000-20,000
5
7.1
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
23
More than 20,000
1
1.4
TOTAL
70
100
Level of Awareness of the Consumers
About Vegetable Branding
Table 17 presents the level of awareness of the consumers towards vegetable
branding. Majority (70%) of the consumers are aware of vegetable branding since some
of them are already buying branded vegetables while 30% are not aware.
Understanding of Consumers
Table 18 presents the response of the consumers when asked about their
understanding about vegetable branding. Majority (65.3%) of the consumers understood
vegetable branding as classifying the vegetables, packing them well and putting on a
trade name. This is can be compared to the majority of the producers who understand
vegetable branding in the same way as shown in the earlier section.
Source of Information of the Consumers
Table 19 presents where the consumers acquired their information about vegetable
branding, Many (55.1%) of the consumers acquired their information from friends and
family, 22.5% from magazines, and 18.4% from the internet. Just like the result obtained
from producers word-of-mouth information and media also are the current sources about
vegetable branding.
Table 17. Distribution of consumers according to their level of awareness towards
vegetable branding
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
24
RESPONSE FREQUENCY
PERCENTAGE
Aware
49
70
Not aware
21
30
TOTAL
70
100
Table 18. Distribution of consumers according to their understanding on what is
vegetable branding
UNDERSTANDING FREQUENCY
PERCENTAGE
Vegetables that are well packaged
with trademark
8
16.3
Vegetables that are classified, well
packaged and with trademark
32
65.3
Vegetables that are in high quality
with trademark
9
18.4
TOTAL
49
100
Table 19. Distribution of consumers according to where they acquired their of
information about vegetable branding
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
Internet
9
18.4
Radio
2
4.1
Magazine 11
22.5
Friends and family
27
55.1
Academic
7
14.3
*Multiple response
Perception of Consumers towards Branded Vegetables
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
25
Table 20 presents the perception of the consumers about branded vegetables.
Almost 40% of the consumers agreed that branded vegetables are of high quality, are
expensive, and are present only in hypermarkets and supermarkets.
Half of the consumers are neutral that branded vegetables are healthier and are not
accessible. While almost 30% of the consumers are disagreeing that branded vegetables
are pesticide free, are free from diseases, are in high quality and are for elite people only.
Table 20. Distribution of consumer according to their perception about branded
vegetables
PERCEPTION
F1 % F2 % F3 % F4 % F5 %
Branded vegetable are
12.
28.
40.
23.
32.
10.
14.
high quality
9.0
9
0
0
0
9
0
3 - -
Branded vegetable are
20.
28.
31.
44.
15.
21.
expensive
0
6
0
3
0
4
4.0 5.7
-
-
Branded vegetable are
14.
20.
46.
65.
12.
well packed
0
0
0
7
9.0 9
1.0 1.4
-
-
Branded vegetable are
present only in
hypermarket and
11.
25.
35.
24.
34.
11.
15.
supermarket
8.0
4
0
7
0
3
0
7
2.0 2.9
Branded vegetable are
12. 35.
50.
14.
20.
10.
more healthy
5.0 7.1
9.0 9
0
0
0
0
7.0 0
Branded vegetable are
28.
40.
25.
35.
10.
14.
pesticide free
1.0 1.4 6.0 8.6 0
0
0
7
0
3
Branded vegetable are
33.
47.
20.
28.
12.
free from disease
2.0 2.9 6.0 8.6 0
1
0
6
9.0 9
Branded vegetable are in 12.
17.
12.
17. 23.
32.
22.
31.
high quality
0
1
0
1
0
9
0
4
1.0 1.4
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
26
Branded vegetable are
11.
15. 18.
25.
27.
38.
11.
15.
for elite people only
3.0 4.3
0
7
0
7
0
6
0
7
Branded vegetable are
11.
15. 39.
55.
12.
17.
not accessible
5.0 7.1
0
7
0
7
0
1
3.0 4.3
Legend:
F1 – Strongly agree
F2 – Agree
F3 – Neutral
F4 – Disagree
F5- Strongly disagree
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
27
Awareness of the Consumers on the
Existence of Branded Vegetables
Table 21 presents consumers awareness on the existence of branded vegetables. Majority
(58.6%) are aware while 41.1% are not aware. Specifically, 46.4% of those who are
aware have noted that they have seen branded vegetables at La Trinidad Public Market,
and19% have seen branded vegetables at La Trinidad Trading Post (Table 22). The
findings confirm the statement of Sia (2008) that today branded vegetables have gained
acceptance in the market.
Table 21. Distribution of consumer whether they have seen actual branded vegetables
RESPONSE FREQUENCY
PERCENTAGE
Have seen
41
58.6
Have not seen
29
41.4
TOTAL
70
100
Table 22. Distribution of consumer on where they had seen branded vegetables
PARTICULAR FREQUENCY
PERCENTAGE
Super market
7
17.1
La Trinidad Public Market
19
46.4
La Trinidad Trading Post
8
19.5
BSU
6
14.6
Abroad
1
2.4
TOTAL
41
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
28
Price of Branded Vegetables Compared to
Unbranded Vegetables
Table 23 shows that almost all (88.6%) of the consumers find the price of branded
vegetables higher than the price of unbranded ones. The result is corroborated by Stanton
et. al. (1991) who writes that branding can add a measure of prestige to otherwise
ordinary commodities that will result to higher price for said product.
Willingness of Consumers to Buy Branded Vegetables
Table 24 presents the willingness of the consumers to buy branded vegetables.
Majority (70.4%) are willing to buy for the primary reason that they are assured of the
quality (51%) while 46.9% will buy for curiosity ( Table 25). Those who are not willing
to buy said that they will not buy because according to them branded vegetables are just
the same with unbranded vegetables (42.9%), and due to the high price of the product
(Table 26).
Table 23. Distribution of consumer according on how they perceived price of branded
vegetables compared to the price of the unbranded vegetable
RESPONSE FREQUENCY
PERCENTAGE
Higher
62
88.6
Same
7
10.0
Cheaper
1
1.4
TOTAL
70
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
29
Table 24. Distribution of consumers according to their willingness to buy branded
vegetables
RESPONSE FREQUENCY
PERCENTAGE
Willing to buy branded
vegetables
49 70.4
Not willing to buy branded
vegetables
21 30.0
TOTAL
70
100
Table 25. Distribution of consumers according to reason for willingness to buy branded
vegetables
REASONS OF BUYING
FREQUENCY
PERCENTAGE
Curiosity 22
46.9
Assured with the quality
25
51.0
Attractive packaging
5
10.2
*Multiple response
Table 26. Distribution of consumers according to reason for unwillingness to buy
branded vegetables
REASONS OF NOT BUYING
FREQUENCY
PERCENTAGE
High price
9
42.9
Branded vegetable is the same as
9 42.9
the unbranded vegetable
I’m not brand conscious
5
23.8
*Multiple response
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
30
Reaction of Consumers
Table 27 presents the reaction of the consumers as to the comparative pricing of
branded vegetables with the unbranded ones. Majority (51.4%) of the consumers expect
to consume the same quantity of branded vegetables with that of the unbranded if the
price is the same. About 53% however, will definitely consume less of the branded vis-à-
vis the unbranded vegetables if the price is higher. About 57.4% will consume more if the
price is lower.
Comparative Mean of the Perception of Consumers
And Producers about Branded Vegetable
Table 28 presents the comparative mean of the perception of consumers and producers
about branded vegetables. Consumers and producers have a different perception in the
statements that branded vegetables are pesticide free, the consumers disagree while the
producers are neutral , In the other hand, the consumers are neutral and the producer
disagree in the perception that branded vegetable are free from diseases.
Moreover both consumers and producers have the same agreement in the statement that
branded vegetables are of high quality, are expensive, are well packaged, are present only
in hypermarket and supermarket, are more healthy, are in high quality, are for the elite
people only, and are not accessible.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
31
Table 27. Distribution of consumer according to their reaction in the following scenario
SCENARIO F1
%
F2
%
F3
%
Priced the same with unbranded vegetable
14 20.0
36
51.4
20
28.6
Priced higher with unbranded vegetable
37 52.9
29
41.4 4
5.7
Priced lower with unbranded vegetable
7 10.0
23
32.9
40
57.1
Legend: F1-Consume less F3- Consume more
F2- Retain
Table 28.Comparative mean of the perception of consumer and producer about vegetable
branding
PERCEPTION CONSUMER
PRODUCER
Mean Score
Mean Score
Branded vegetables are high quality
2.5
2.0
Branded vegetable are expensive
2.0
2.0
Branded vegetables are well packaged
1.9
2.1
Branded vegetable are present only in hypermarket
2.6
2.6
and supermarket
Branded vegetable are more healthy
3.1
2.7
Branded vegetable are pesticide free
3.6
3.3
Branded vegetable are free from diseases
3.4
3.7
Branded vegetable are in high quality
2.8
2.8
Branded vegetable are for elite people only
3.5
3.5
branded vegetable are not accessible
3.0
3.0
Legend: 1.00-1.79– Strongly agree 3.41-4.21– Disagree
1.80-2.59– Agree 4.22-5.00 – Strongly disagree
2.60-3.40 – Neutral
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
32
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to determine the awareness and understanding of
consumers and producers towards vegetable branding, determine the perception of
consumers and producers about branded vegetables, and to determine the willingness of
the consumers to buy branded vegetables as well as the willingness of the producers to
adhere to vegetable branding.
There were 100 respondents with 30 farmers from the 3 predominantly vegetable
producing Barangays of La Trinidad, Benguet namely Balili, Betag and Pico. The 70
consumers were selected using quota sampling method.
The finding of the study reveals that majority of the respondents are aware of
vegetable branding and they understood vegetable branding as classifying vegetables
packing them well, and putting on a trade name.
Both consumers and producers do not differ in their perception that branded vegetables
are of high quality, are expensive, are well packaged, are present only in hypermarkets
and supermarkets, are healthier, are in high quality, are for the elite people only, and are
not accessible.
Almost all of the consumers and producers perceived that the prices of branded
vegetables are higher compared to the unbranded ones.
More than half of the respondents are aware of the existence of branded
vegetables and majority of them noted that they have seen actual branded vegetables at
the La Trinidad Public Market.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
33
Majority of the respondents are willing to buy branded vegetable for the primary
reason that they are assured with the quality.
Almost all of the producers considered the possibility of vegetable branding to be
implemented in the locality. Almost all of them are willing to comply with vegetable
branding in case the government will implement this. The primary reason is that they
would like to meet the quality standard of some buyers, and because they find this as a
good way to differentiate their vegetable produce from others.
Conclusions
Based on the findings, the following conclusions are drawn:
1.
There is an existing awareness for vegetable branding for
producers and consumers. Vegetable branding is understood as classifying
vegetables, packing them well and putting on a trade name.
2.
Producers and consumers generally have the same
perception towards branded vegetables. Specifically vegetables are of high
quality, are expensive, are well packaged, are present only in hypermarket
and supermarket, are healthier, are in high quality, are for elite people only,
and are not accessible.
3.
There is willingness to buy branded vegetables for both
consumers and producers for the primary reason that they are assured of
quality.
4. There is willingness to comply with vegetable branding among producers.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
34
Recommendations
Based on the conclusion the following are recommended:
1. The government of Benguet should provide some form of support to encourage
vegetable branding in La Trinidad.
2. Promotion of branded vegetables must be given priority since majority of the
consumers are willing to buy.
3. Based on the findings, seminars and trainings on how to apply vegetable should
be given to producers branding.
4. Farmer groups should evaluate the merit of adopting vegetable branding for their
produce.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
35
LITERATURE CITED
CARIŇO, D. 2007. Branding of Benguet’s Vegetable sought Retrieved October 23, 2009
from
http://newinfo.inquirer.net/breakingnews/regions/view/20071001-91842
/Branding of Benguet%92svegatable sought
COBANOGLU, C., Y. EKENCI, and W. PARK. 2003. Sample Research Proposal on
Coffee Brand factors in Buying Behavior in The University Students. Retrieved
October 23, 2009 from http://sampleresearchproposal.blogspot.com/2009/03/sam
ple-research-proposal-on-coffee.html
CONCEPTION, D., and C. UY. 2006. Regovering Market. Retrieved October 23, 2009
from http://www.regovering market.org/en/1filemanager/active? Fid=3.84.
DAGUPEN, K. 2007. Branding of Benguet’s Vegetable sought Retrieved October 23,
2009 from http://newinfo.inquirer.net/breakingnews/regions/view/20071001-
91842/Branding of Benguet%92svegatable sought
JACOBS, J., G. LATHAM, and R. LEE. 1998. Sample Research Proposal on Coffee
Brand factors in Buying Behavior in The University Students. Retrieved
October 23, 20from http://sampleresearchproposal.blogspot.com/2009/03/sample-
resea rch- proposal-on-coffee.html
JOHNSON, C. and B. MULLEN. 1990. Sample Research Proposal on Coffee Brand
factors in Buying Behavior in The University Students. Retrieved October 23,
2009
from
http://sampleresearchproposal.blogspot.com/2009/03/sample-research-
proposal-on-coffee.html
KELLER, K. 1998. The Effect of Consumer on Pre-purchase information in Online
Auction: brand Word-of-Mouth, and Customized Information. Retrieved
November 25, 2009 from http://jcmc.indiana.edu/vol8/issue1/ha.html
KOTLER, P. 2000. Marketing Management. N.J Prentice-Hall Incorporation.Pp.161-163
MCGINNIS, J. M., J. A. GOOTMAN, and V.I. KRAAK. (eds) (2006). Food Marketing
to Children and Youth: Threats or Opportunity? Washington, D.C. The national
academies Press. P.44
SCHIFFMAN, L. G., and L. L. KANUK. 2000. Sample Research Proposal on Coffee
Brand factors in Buying Behavior in The University Students. Retrieved October
23, 2009 from http://sampleresearchproposal.blogspot.com/2009/03/sample-
research-proposal-on-coffee.html
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
36
SIA, D. 2008. Bull among Bears. Retrieved October 23, 2009 from http://www.malaya.
Com. ph/nov 20/busil.html
STANTON, W., M. ETZEL, and B. WALKER. 1991. Fundamental of marketing Fifth
Edition, McGraw-Hall, Incorporation. P.211
WILKIE, W. L.1990. Sample Research Proposal on Coffee Brand factors in Buying
Behavior in The University Students. Retrieved October 23, 2009 from
http://sampleresearchproposal.blogspot.com/2009/03/sample-research-proposal-
on-coffee.html
WIKIPEDIA. 2008. Brand Wikipedia, the free encyclopedia. Retrieved: September 30,
2009 from http:// wikipedia. Org/wiki/brand
YAMANOU, H. 2007. Branding naniwa vegatble; strategy and importance. Retrieved
October 23, 2009 from http://www.osaka-brnd.jp/en/kaeidoscope/shoku/index2.
html
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
37
APPENDIX A
Request Letter for the Respondents
College of Agriculture
Department of Agriculture Economics and Agribusiness Management
Benguet State University
La Trinidad, Benguet
Dear Respondents:
I am a fourth year students of Benguet State University, taking up Bachelor of
Science in Agribusiness majoring in Enterprise management. I am presently conducting
my under graduate research, in titled “Consumer and Producer Awareness, Willingness
and Perception towards Vegetable Branding at La Trinidad, Benguet”.
In this connection, may I request a part of your time to answer the questionnaire
of my research. Rest assured that all data gathered would keep confidential.
Thank you very much for tour kind consideration.
Very truly yours,
MAGDALENA A. YA-OS
Researcher
Noted by:
DARLYN D. TAGARINO
Adviser
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
38
APPENDIX B
Questionnaire to consumer
Name: _____________________
Age: ________
Sex: ____male ____ female
Occupation
____ White collar job _____ Housewife ____ others; specify
____ farming _____ government workers
____ Students _____ self employed
Highest educational attainment
____ Elementary undergraduate _____ elementary graduate
____ High school undergraduate _____ high school graduate
____ College undergraduate _____ college graduate
Monthly income
____ Less than 5,000 ____ 10,000-20,000
____ 5,000-10,000 ____ More than 20,000
Instruction: please put a check mark (√) on the appropriate space for your response.
1. Are you aware of vegetable branding?
____ aware ____ not aware
2. If yes, what is your understanding of vegetable branding?
___ Vegetables that are well packaged with trademark
___ Vegetables that are Classified, well packaged and with trademark
___ Vegetables that are in high quality with trademark
___ others: specify
3. Where do you acquire tour information about vegetable branding?
___ Internet
___ Radio
___ Magazine
___ Friends and family
___ others: specify
4. Have you seen a sample of a branded vegetable?
____ have seen actual branded vegetables ____have not actual branded vegetables
A. where ______________
B. as to price, how does it compare to unbranded vegetable?
____ higher ____ same ____ cheaper
5. If you have not seen yet a branded vegetable and unbranded will available in the
market would you like to buy?
____willing to buy ____ not willing to buy
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
39
6. If yes what are your reason?
____a. curiosity
____b. assured with the quality
____c. attractive packaging
____d. other: specify
7. If no, what are your reasons?
___a. high price
___b. branded vegetable is the same as the unbranded vegetable
___c. I’m not brand conscious
___d. other: specify
8. Please indicate your reaction in the following scenario if branded vegetable will be.
Consume
less
retain Consume
more
Priced the same with the
conventionally grown vegetable
Priced higher than conventionally
grown vegetable
Priced lower than conventionally
grown vegetable
Perception about branded vegetable
Strongly
agree neutral
disagree Strongly
agree
disagree
1. branded vegetable are high
quality
2.branded vegetable are
expensive
3.branded vegetable are well
packed
4.branded vegetable are present
only in hypermarket and
supermarket
5. branded vegetable are more
healthy
6. branded vegetable are
pesticide free
7. branded vegetable are free
from disease
8. branded vegetable are in high
quality
9. branded vegetable are for
elite people only
10. branded vegetable are not
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
40
accessible
………………………….THANK YOU VERY MUCH…………………
APPENDIX C
Questionnaire to Producer
Name: _____________________
Age: ________
Highest educational attainment
____ Elementary undergraduate _____ elementary graduate
____ High school undergraduate _____ high school graduate
____ College undergraduate _____ college graduate
Instruction: please put a check mark (√) on the appropriate space for your response
1. Are you aware of vegetable branding?
____aware ____ not aware
2. If yes, what is your understanding of vegetable branding?
___a. Vegetables that are well packaged with trademark
___b. Vegetables that are Classified, well packaged and with trademark
___c. Vegetables that are in high quality with trademark
___d. others: specify
3. Where do you acquire tour information about vegetable branding?
___a. Internet ___c. Magazine ___e. others: specify
___b. Radio ___d. Friends and family
4. Have you seen a sample of a branded vegetable?
____ have seen actual branded vegetables ____have not seen actual branded vegetables
A. where ______________
C. as to price, how does it compare to unbranded vegetable?
____ higher ____ same ____ cheaper
5. If you have not seen yet a branded vegetable and unbranded will available in the
market would you like to buy?
____willing to buy ____ not willing to buy
6. If yes what are your reason?
____a. curiosity
____b. assured with the quality
____c. attractive packaging
____d. other: specify
7. If no, what are your reasons?
___a. high price
___b. branded vegetable is the same as the unbranded vegetable
___c. I’m not brand conscious
___d. other: specify
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
41
10. Do you think there is a possibility of vegetable branding to be implemented here in
our locality?
____ there is a possibility ____there is no possibility
11. If they will implement would you like to comply?
____ willing to comply ____ not willing to comply
12. If yes what are your reasons?
____a. to distinguish our produced vegetable from other vegetable
____b. to be able to improve our packaging and labeling
____c. to meet the quality standard of some buyers
____d. others: specify
13. If no, what are your reasons?
____a. additional cost
____b. additional work
____c. I don’t care
____d. others: specify
Perception about branded vegetable
Strongly
agree neutral
disagree Strongly
agree
disagree
1. branded vegetable are high
quality
2.branded vegetable are
expensive
3.branded vegetable are well
packed
4.branded vegetable are present
only in hypermarket and
supermarket
5. branded vegetable are more
healthy
6. branded vegetable are
pesticide free
7. branded vegetable are free
from disease
8. branded vegetable are in high
quality
9. branded vegetable are for
elite people only
10. branded vegetable are not
accessible
………………………….THANK YOU VERY MUCH………………………….
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
YA-OS, MAGDALENA A. APRIL. 2010. Consumer and Producer Awareness,
Willingness and Perception towards Vegetable Branding in La Trinidad, Benguet.
Adviser: Darlyn D. Tagarino, PhD
ABSTRACT
This study was conducted in La Trinidad, Benguet to determine the awareness,
understanding and perception of consumers and producers about branded vegetables, and
to determine the willingness of the consumers to buy branded vegetables, as well as the
willingness of the producers to comply with vegetable branding in case it will
implemented in the locality.
The findings of the study reveal that majority of the respondents are aware of
vegetable branding and they have already seen actual branded vegetables at the La
Trinidad Public Market. However, almost all of the respondent find the price of branded
vegetables higher than the price of unbranded ones.
Generally both consumers and producers have the same perception towards
vegetable branding that branded vegetables are of high quality, are expensive, are well
packaged, are present only in hypermarket and supermarket, are more healthily, are in
high quality, are for the elite people only, and not accessible.
In the willingness to buy branded vegetables, majority of the respondents are
willing to buy branded vegetables for the primary reason that they are assured of the
quality.
All most of the producers positively considered the possibility of vegetable
branding to be implemented in the locality and majority of them are willing to comply in
case the government will implement.
ii
TABLE OF CONTENTS
Page
Bibliography………………………………………………….………………... i
Abstract ………………………………………………………………………… i
Table of Contents ……………………………………………………………… iii
INTRODUCTION
Rationale ………………………………………………………………. 1
Importance of the Study ……………………………………………….. 2
Statement of the Problem ……………………………………………… 2
Objectives ……………………………………………………………… 3
Scope and Delimitation …………………………………………….….. 3
REVIEW OF LITERATURE.…………………………………………………. 4
Historical Development of
Branding …………………………………............................................ 4
Importance of Branding ……………………………………………….. 5
Implications of Branding to
Small Vegetable Farmers………………………………………………. 5
Consumer Behavior…..………………………………………………… 6
Paradigm of the Study………………………………………………….. 8
METHODOLOGY
Locale and Time of the Study …………………………………………. 9
Respondents of the Study ……………………………………………… 9
Data Collection…………………………………………………………. 9
Data Analysis ……………………………………………………….…. 9
iii
Data Gathered …………………………………………………….…….
10
RESULTS AND DISCUSSION
General Information about
the Producers ………………………………………………………….. 11
Level of Awareness of the
Producers about Vegetable Branding…………………………….…….
11
Understanding of Producers …………………………………………… 13
Source of Information of the Producers………………………………... 13
Perception of Producers about
Branded Vegetables…………………………………………..….…….. 14
Awareness of Producers in the
existence of Branded Vegetables …… ………………………….….…. 16
Price of Branded Vegetables
Compared to Unbranded ones…………………………………..……… 17
Willingness of Producers to
Buy Branded Vegetables…………………………………………….… 17
Possibility of Vegetable Branding
to be Implemented in the Locality………………………………….….. 19
Willingness to Comply………………………………………………… 19
General Information about the
Consumers……………………………………………………….….….. 21
Level of Awareness of the Consumers
About Vegetable Branding…………………………………..…….…… 23
Understanding of Consumers ………………………………………….. 23
Source of Information of the
Consumers…………………………………………………………..…. 23
Perception of Consumers about
Branded Vegetables………………………………………………….… 24
iv
Awareness of Consumers in the
Existence of Branded Vegetables…………………….………………… 26
Willingness of Consumers to Buy
Branded Vegetables………………………………………………….…. 27
Reaction of Consumers……………………………………….………... 29
Comparative Mean of the Perception
of Consumers and Producers
about Branded Vegetables………………………………….………….. 29
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary ……………………………………………………….……… 31
Conclusions ………………………………………………………….... 32
Recommendations……………………………………………………… 33
LITERATURE CITED ………………………………………….……………..
34
APPENDICES
A. Letter to the respondents …………………………….……….….…. 36
B. Survey Questionnaire to Consumers …………………………......... 37
C. Survey Questionnaire to Producers………………………...……….. 39
v
1
INTRODUCTION
Rationale
La Trinidad, Benguet is an ideal place for producing vegetables because of its
temperate climate and high altitude. It is known for the abundant supply of fresh highland
vegetables. La Trinidad is home to the country’s best potatoes, carrots and cabbages.
However, but in spite of being known for being the best producer of potatoes, carrots and
cabbages, La Trinidad lags behind in the business of product labeling that could gain
more commercial value for its vegetables. The reason according to the Institute of Social
Research and Development (ISRD) at the Benguet State University is that there exists a
void in the marketing strategy of the province’s vegetable. Specifically, there is the lack
of a provincial brand (Cariňo, 2007).
Dagupen (2007), found out in her study that the origin of vegetables figured
prominently in the consumer’s choice of product. Consumers preferred Baguio and
Benguet Vegetables but do not really know for sure if the vegetable they buy are really
coming from these places. Vegetables coming from Benguet and Baguio are not branded
not like some vegetables coming from other provinces.
A product is something that is made in a factory; a brand is something that is
bought by a consumer. A product can be copied by a competitor, a brand is unique, a
product can be quickly outdated, and a successful brand is timeless.
A brand is incredibly important right now because in this economy consumers are
reluctant to buy. They want a brand that they can trust, they know they are getting value
from, and a brand that cares about them and interacts with them as a customer.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
2
Today’s branding strategy of agricultural products by local communities does not merely
focus on promoting the name recognition of their products but it is designed as a
comprehensive project that aims to revitalize the entire community, including the
improvement of food safety and the protection of intellectual properties. Promoting local
brand of traditional vegetables simply means protecting the local food tradition and
culture.
Importance of the Study
The result of this study would help the entrepreneurs (middlemen and retailer) to
improve their packaging and prominent labeling of the vegetables. And to the consumers,
this would help them to be aware on the different strategy on how producers market their
product (vegetable branding, attractive packing).
For the farmers, this would help them to be aware on what is happening in the
vegetable industry. And for the province of Benguet, the study will help them assess if
vegetable branding would be feasible to implement in the locality.
Statement of the Problem
The study was conducted to determine customer and producer awareness,
willingness and perception on vegetable branding in La Trinidad, Benguet. Specifically,
this study tried to answer the following questions.
1. What is the awareness and understanding of consumers and
producers towards vegetable branding?
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
3
2. What is the perception of consumers and producers towards branded
vegetables?
2. What is the willingness of the consumers to buy branded vegetable?
3. What is the willingness of the producers to adhere to vegetable branding?
Objective of the Study
1. To describe the awareness and understanding of consumers and producers
towards vegetable branding
2. To identify and compare the perception of consumers and producers towards
branded vegetables
3. To determine the willingness of the consumers to buy branded vegetables
4. To determine the willingness of the producers to adhere vegetable branding
Scope and Delimitation of the Study
This study was conducted in the municipality of La Trinidad particularly Barangay
Betag, Balili, and Pico. The study focused mainly on consumer and producer’s
awareness, willingness and perception on the possibility of vegetable branding.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
4
REVIEW OF LITERATURE
Historical Development of Branding
Although connected with the history of trademark and including earlier examples which
could be deemed protobrands, brands in the field of mass-marketing originated in the 19th
century with the advent of packaged goods. Industrialization moved the production of
many household items, such as soap from local communities to centralized factories.
When shipping their items, the factories would literally brand their logo or insignia on the
barrels used extending the meaning of brand to that of a trademark. Bass and company,
the British brewery, claim their red triangle brand was the world’s first trademark. Lyle’s
golden syrup makes a similar claim, having been named as Britain’s oldest brand, with its
green and gold packaging which remained almost unchanged since 1985. Branding cattle
calf came from Texas, rancher, Samuel Augustus Maverick who, following the America
civil war, decided that since all other cattle were branded, his would be identified by
having no marking (Wikipedia, 2008).
Around 1900, James Walter Thompson published a house ad explaining
trademark advertising. This was early commercial explanation of what we know as
branding (Wikipedia, 2008).
Branding local agricultural products has also become a nationwide trend. It all started in
the late 1970’s in Kyoto when both the prefecture and the city began a project to support
produces of Kyo-yasai. Established in 1989, the official certification program of Kyo-
yasai now target 21 varieties of traditional vegetables originating in Kyoto, including
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
5
green onion, radish, and eggplant. Today, many communities throughout Japan have
successfully promoted their own brand of specialty vegetable, such as Kaga yasai
(Vegetable from Kanzawa), naroto kintoki (sweet potato from Tokushima), and Hakata
banno negi (green onion fron fukuoka), just to name a few (Yamanou, 2007).
Importance of Branding
Branding can add value to the product. Branding has grown so strong that today almost,
everything is branded. According to Kotler (2000), branding helps buyers in many ways
for example it tells the buyers something about the product quality. Buyers who always
buy the same brand know that they will get the same quality every time they buy the
same product. Thus branding result in more product variety and choice for consumer, it
also provides much more information about the product and where to find them.
Brands make it easy for consumer to identify goods or services. Brand names are
particularly useful keys because the brand name becomes so closely tied to the product in
the minds of consumers (Keller, 1998). Brands also help assure purchasers that they are
getting comparable quality when they reorder. For seller, brands can be advertised and
recognized when displayed on shelves in a store. Branding also help sellers control their
market because buyers will not confuse one branded product with another. Branding
reduces price comparisons because it is hard to compare price on two items with different
brand. Finally, seller branding can add a measure of prestige to otherwise ordinary
commodities (Stanton et. al., 1991).
Implications of Branding to
Small Vegetable Farmers
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
6
The Philippine vegetable industry is restructuring. This is largely driven by demand
factors such as increasing population and income and changing lifestyles of urban
consumers. These create opportunities for the modern chains to respond, particularly
supermarkets and fast-food chains. Their procurement systems also change to respond to
these opportunities and remain competitive. Increasing demand for salads prompted fast-
food chains to source processed instead of unprocessed vegetables. This requires changes
in production protocols for farmers who supply to vegetable processors. Large
supermarkets deal with preferred suppliers who also brand their vegetables. As large
supermarkets continue to raise standards, the volumes of vegetables sold that are branded
are expected to increase. This will result to larger consolidators who also venture into
processing particularly vegetables and packed salad vegetables. This in turn will require
changes in production protocols if farmers are to be part of this chain. Small farmers will
have difficulty responding to these opportunities in the modern chains as these would
mean investments to produce quality vegetables. However, small farmers can not be
eased out as assortment of vegetables is an integral part of a supermarkets’
merchandising strategy (Conception and Uy 2006).
Today branded vegetable have gained acceptance in the market (Sia, 2008). More
than 80 percent of processed foods are branded, whereas only 19 percent of fruits and
vegetables are branded (McGinnis et. al., 2006).
Consumer Behavior
Consumer behavior and consumer decision-making have become prominent research
topics in the various fields of consumer science in recent years (Schiffman and Kanuk,
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
7
2000). Generally, consumer behavior is defined as the activities that people engage in
when selecting, purchasing, and using products and services so as to satisfy needs and
desires. Such activities involve mental and emotional processes, in addition to physical
action (Wilkie, 1990). Virtually, all decision involved in developing an effective
marketing mix for a product or services rely on through knowledge of the consumer who
comprises the target market (Johnson and Mullen, 1990). Understanding the behavior of
the consumer can help marketers anticipate changes in the marketing mix, or determine
whether new products are likely to be adopted.
Research on sensation and perception, attention, categorization, inference making,
information search, memory, attitude and behavior, attitude formation, conditioning and
satisfaction have been undertaken to understand consumer behavior (Jacobs et. al., 1998).
As stated by Cobanoglu et. al. (2003), attitudes towards purchase behavior are believed to
be shaped by many factors such as direct experience with the product, information
acquired from others, exposure to mass media, consumer service, and satisfaction.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
8
Figure I refers to the flow of the study that includes independent variables which
refer to the consumer and producer awareness, perception and willingness to buy branded
vegetables. The arrow indicates the interrelationship between the variables. The
dependent variable is the prospect of vegetable branding.
CONSUMERS
Awareness
Perceptions
PROSPECT OF
VEGETABLE
PRODUCERS
BRANDING
Awareness
Perceptions
Figure 1. Paradigm of the Study
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
9
METHODOLOGY
Locale and Time of the Study
The study was conducted in La Trinidad, Benguet from December 2009 to
February 2010.
Respondent of the Study
The respondents of this study were 30 farmers from the 3 predominantly
vegetable producing Barangays of La Trinidad. Ten farmers per Barangay were selected
and were interviewed on their respective farm.
The seventy consumers on the other hand were selected using quota sampling
method. This was done at the La Trinidad Public market and the La Trinidad Trading
Post.
Data Collection
A survey questionnaire was used to gather the needed information. However, a
similar questionnaire was used also for the producers. The respondents were selected
using the quota sampling method.
Data Gathered
The data gathered were the following:
1. Awareness of respondents on vegetable branding and existence of branded
vegetables.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
10
2. Perceptions of respondents about branded vegetables
3. Willingness of respondents about branded vegetables
4. Willingness of producers to comply with vegetable branding
Data Analysis
The data and information gathered from the respondent were tabulated and
analyze using percentages, frequency distribution and mean estimates.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
11
RESULTS AND DISCUSSION
General Information about the Producers
Table 1 presents the general profile of the respondents in terms of age and highest
educational attainment.
Many (33.3%) of the producers belonged to ages 20-30 years old, 26.6% are in the age
brackets of 31-40 and 41-50, respectively. The producers are predominantly young with
60% of them aged 40 and below. Thirty percent of the producers finished their secondary
level, 23.3% reached but did not finish high school, while 23.3% finished college. This
finding shows that many of the producers have achieved a level of formal education.
Level of Awareness of the Producers
about Vegetable Branding
Table 2 presents the level of awareness of the producers towards vegetable
branding. Majority (60%) of the producers are aware of vegetable branding since some of
them are organic producers who actually practice product branding. The other 40% of the
producers are not aware.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
12
Table 1. Distribution of producer according to general profile
PARTICULAR FREQUENCY
PERCENTAGE
Age
10 33.3
20-30
8 26.7
31-40
8 26.7
41-50
3 10.0
51-60
1
3.3
61-70
TOTAL
30
100
Highest educational attainment
Reached Elementary but did not finish
- -
Elementary graduate
3 10.0
Reached High school but did not finish
7 23.3
High school graduate
9 30.0
Reached College but did not finish
4 13.3
College graduate
7 23.3
TOTAL
30
100
Table 2. Distribution of producers according to their level of awareness towards
vegetable branding
RESPONSE FREQUENCY
PERCENTAGE
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
13
Aware
18
60
Not aware
12
40
TOTAL
30
100
Understanding of Producers
Table 3 presents the response of the producers when asked about their
understanding of vegetable branding. Majority (61.1%) of the producers understood
vegetable branding as classifying the vegetables, packing them well, and putting on a
trade name. Specifically 27.8% equated vegetable branding with high quality together
with a trade mark, while 11.1% answered that vegetable branding involves vegetables
being well packaged and with a trade name. Hence, the presence of a trademark is
associated with branding, as well as good packaging indicative of selection and quality.
Source of Information of the Producers
Table 4 presents the source of information about vegetable branding. Majority
(55.6%) acquired their information from friends and family, 16.7% acquired their
information from the radio, and 11.1% from magazines, and academics, respectively.
Word-of-mouth information about vegetable branding seemed to be the current source as
shown by the results.
Table 3. Distribution of producers according to their understanding of vegetable branding
RESPONSE FREQUENCY
PERCENTAGE
Vegetables that are well packaged
with trademark
2
11.1
Vegetables that are classified,
well packaged and with trademark
11
61.1
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
14
Vegetables that are in high quality
With trademark
5 27.8
TOTAL
18
100
Table 4. Distribution of producer according to the source of information about vegetable
branding
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
Internet
1
5.6
Radio 3
16.7
Magazine 2
11.1
Friends and family
10
55.6
Academic 2
11.1
TOTAL
18
100
Perception of Producers towards Branded Vegetable
Table 5 presents the perception of the producers regarding branded vegetables. More than
half of the total respondents agreed with the perception that branded vegetables are of
high quality, are expensive, and are well packaged.
About half of the producers also disagreed with the perception that branded vegetable are
pesticide free, are for elite people only, and are not accessible.
Moreover, more than 40% of the producers agreed with the perception that branded
vegetables are present only in hypermarket and supermarket, are healthier and are in high
quality.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
15
Table 5. Distribution of producers according to their perception towards branded
vegetables
PERCEPTION F1
%
F2
%
F3
%
F4
%
F5
%
Branded vegetable are
high quality
6
20.0 20.0 66.7
2
6.7 2
6.7
-
-
Branded vegetable are
expensive
5
17.0 16.0 53.3
7
23.3 2
6.7
-
-
Branded vegetable are
well packed
3
10.0 23.0 76.7
3
10.0 1
3.3
-
-
Branded vegetable are
present only in
hypermarket and
supermarket 3
10.0 14.0
46.7
5
16.7
8
26.7
-
-
Branded vegetable are
more healthy
2
6.7 13.0 43.3
7
23.3
6
26.7
-
-
Branded vegetable are
pesticide free
-
-
7.0 23.3
7
23.3 15
50.0
1
3.3
Branded vegetable are
free from disease
1
3.3 9.0 30
8
26.7 11
36.7
1
3.3
Branded vegetable are
in high quality
2
6.7 14.0 46.7
6
20.0
7
23.3
1
3.3
Branded vegetable are
for elite people only
-
-
8.0 26.7
4
13.3 17
56.7
1
3.3
Branded vegetable are
not accessible
-
-
11.0 36.7
5
16.7 13 43.3
1
3.3
Legend: F1 – Strongly agree F4- Disagree
F2 – Agree F5- Strongly disagree
F3 – Neutral
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
16
Awareness of Producers in the Existence of
Branded Vegetable
Table 6 presents the response of the producers regarding awareness on the existence of
branded vegetables. Majority (53.3%) are aware while 46.7% are not. Majority (56.3%)
of those who are aware have noted that they have seen the branded vegetables in the La
Trinidad Public Market. This is not surprising because of the existence of an outlet of the
La Trinidad Organic Producers in the La Trinidad Public market. Some 25% have seen
branded vegetables in supermarkets (Table 7).
Table 6. Distribution of producers according to whether they have seen actual sample of
branded vegetables
RESPONSE FREQUENCY
PERCENTAGE
Have seen actual sample
16
53.3
Have not seen actual sample
14
46.7
TOTAL
30
100
Table 7. Distribution of producers according to where they had seen branded vegetables
WHERE FREQUENCY
PERCENTAGE
Super market
4
25.0
La Trinidad Public Market
9
56.3
La Trinidad trading Post
1
6.3
BSU 1
6.3
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
17
Farm 1
6.3
TOTAL
16
100
Price of Branded Vegetables Compared to
Unbranded Vegetables
Table 8 shows that almost all (96.7%) of the producers find the price of branded
vegetables higher than the unbranded ones. This comes as no surprise as the current
branded vegetables that are being sold carry premium prices for being organic and for
having good packaging. The organic nature of the vegetable and the nice packaging are
added costs that bring the price higher.
Willingness of Producers to buy
Branded Vegetables
Tables 9, 10 and 11 show the willingness of producers to buy branded vegetables,
Majority (73.33%) are willing to buy for the primary reason that they are assured of the
quality (45.5%). About 36.4% will buy for curiosity. For those who are not willing to
buy, 37.5% indicated the high price of branded vegetables as the primary reason.
Table 8. Distribution of producers according to comparative price perception between
branded and unbranded vegetables
RESPONSE FREQUENCY
PERCENTAGE
Higher
29
96.7
Cheaper
1
3.3
TOTAL
30
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
18
Table 9. Distribution of producers according to their willingness to buy branded
vegetables
RESPONSE FREQUENCY
PERCENTAGE
Willing to buy
22
73.33
Not willing to buy
8
26.67
TOTAL
30
100
Table 10. Distribution of producers according to reason for willingness to buy branded
vegetables
REASONS FREQUENCY
PERCENTAGE
Curiosity
8
36.4
Assured with the quality
10
45.5
Attractive packaging
1
4.5
To see the difference
3
13.6
TOTAL
22
100
Table 11. Distribution of producers according to reason for unwillingness to buy branded
vegetables
REASONS
FREQUENCY
PERCENTAGE
High price
3
37.5
Branded vegetable is the same as
the unbranded vegetable
-
-
I’m not brand conscious
2
25.0
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
19
It’s our produce
3
37.5
TOTAL
8
100
Possibility of Vegetable Branding to be Implemented in the Locality
Table 12 shows that almost all (93.33%) of the producers considered the possibility of
vegetable branding to be implemented in the locality. The existence of LaTop, in this
case, strengthens the producers’ perception of the possibility of vegetable branding.
Willingness to Comply
Table 13 presents the willingness of the producers to comply in case the local
government will implement vegetable branding. Majority (86.75) are willing to comply
in case this happens. The primary reasons for such willingness are as follows: (Table 14)
Majority (57.7%) would do so to meet the quality standard of some buyers, and 50% are
willing to comply to distinguish their vegetable from other vegetable. On the other hand,
the primary reason for unwillingness to comply (Table 15) is the additional cost that will
be incurred as indicated by 75% of those who are unwilling to comply. This result
confirms the statement of Conception et. al, (2006) that farmers will have a difficulty
responding to these opportunities in the modern chains as these would mean investment
to produce quality vegetable.
Table 12. Distribution of producers according to their perception on possibility of
vegetable branding to be implemented in the locality
RESPONSE FREQUENCY
PERCENTAGE
There is possibility
28
93.33
There no possibility
2
6.67
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
20
TOTAL
30
100
Table 13. Distribution of producers according to willingness to comply with
vegetable branding
RESPONSE FREQUENCY
PERCENTAGE
Willing to comply
26
86.67
Not willing to comply
4
13.33
TOTAL
30
100
Table 14. Distribution of producers according to willingness to comply with vegetable
branding
REASONS OF COMPLYING
FREQUENCY
PERCENTAGE
To distinguish our produce
vegetable from other vegetables
13
50.0
To be able to improve our
packaging and labeling
5
19.2
To meet the quality standard of
some buyers
15
57.7
*Multiple responses
Table 15. Distribution of producers according to unwillingness to comply with vegetable
branding
REASONS OF NOT COMPLYING
FREQUENCY
PERCENTAGE
Additional cost
3
75
Additional work
1
25
TOTAL
4
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
21
General Information about the Consumer
Table 16 presents the general profile of the consumer respondents in terms of age, sex,
occupation, highest educational attainment, and monthly income.
Majority (55.7%) of the consumers are 25 years of age and below. Another 27% are in
the age bracket 26 to 35 years. Majority of the respondents (65.7%) are females. And
many (31.4%) of them are self employed, and 25.7% are students.
More than 70% of the consumers have reached or finished a college education. Majority
(52.9%) of the respondents has a monthly income of less than 5,000, and 38.6% have an
allowance or monthly income of 5,000-10,000.
Table 16. Distribution of consumers according to general profile
PARTICULAR FREQUENCY
PERCENTAGE
Age
15-25
39
55.7
26-35
19
27.1
36-45
4
5.7
46-55
5
7.1
56-65
2
2.9
66-75
1
1.4
TOTAL
70
100
Sex
Male
24
34.3
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
22
Female
46
65.7
TOTAL
70
100
Table 16 Continued…
PARTICULAR FREQUENCY
PERCENTAGE
Occupation
Self employed
22
31.4
White collar job
3
4.3
Farming
4
5.7
6
Housewife
8.6
Government workers
10
14.3
Laborer
7
10.0
TOTAL
70
100
Highest Educational attainment
Reached Elementary but did not
finish
2
2.9
Elementary graduate
3
4.3
Reached High school but did not
finish
3
4.3
High school graduate
6
8.6
Reached College but did not
finish
31
44.3
College graduate
25
35.7
TOTAL
70
100
Monthly income
Less than 5,000
37
52.9
5,000-10,000
27
38.6
10,000-20,000
5
7.1
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
23
More than 20,000
1
1.4
TOTAL
70
100
Level of Awareness of the Consumers
About Vegetable Branding
Table 17 presents the level of awareness of the consumers towards vegetable
branding. Majority (70%) of the consumers are aware of vegetable branding since some
of them are already buying branded vegetables while 30% are not aware.
Understanding of Consumers
Table 18 presents the response of the consumers when asked about their
understanding about vegetable branding. Majority (65.3%) of the consumers understood
vegetable branding as classifying the vegetables, packing them well and putting on a
trade name. This is can be compared to the majority of the producers who understand
vegetable branding in the same way as shown in the earlier section.
Source of Information of the Consumers
Table 19 presents where the consumers acquired their information about vegetable
branding, Many (55.1%) of the consumers acquired their information from friends and
family, 22.5% from magazines, and 18.4% from the internet. Just like the result obtained
from producers word-of-mouth information and media also are the current sources about
vegetable branding.
Table 17. Distribution of consumers according to their level of awareness towards
vegetable branding
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
24
RESPONSE FREQUENCY
PERCENTAGE
Aware
49
70
Not aware
21
30
TOTAL
70
100
Table 18. Distribution of consumers according to their understanding on what is
vegetable branding
UNDERSTANDING FREQUENCY
PERCENTAGE
Vegetables that are well packaged
with trademark
8
16.3
Vegetables that are classified, well
packaged and with trademark
32
65.3
Vegetables that are in high quality
with trademark
9
18.4
TOTAL
49
100
Table 19. Distribution of consumers according to where they acquired their of
information about vegetable branding
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
Internet
9
18.4
Radio
2
4.1
Magazine 11
22.5
Friends and family
27
55.1
Academic
7
14.3
*Multiple response
Perception of Consumers towards Branded Vegetables
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
25
Table 20 presents the perception of the consumers about branded vegetables.
Almost 40% of the consumers agreed that branded vegetables are of high quality, are
expensive, and are present only in hypermarkets and supermarkets.
Half of the consumers are neutral that branded vegetables are healthier and are not
accessible. While almost 30% of the consumers are disagreeing that branded vegetables
are pesticide free, are free from diseases, are in high quality and are for elite people only.
Table 20. Distribution of consumer according to their perception about branded
vegetables
PERCEPTION
F1 % F2 % F3 % F4 % F5 %
Branded vegetable are
12.
28.
40.
23.
32.
10.
14.
high quality
9.0
9
0
0
0
9
0
3 - -
Branded vegetable are
20.
28.
31.
44.
15.
21.
expensive
0
6
0
3
0
4
4.0 5.7
-
-
Branded vegetable are
14.
20.
46.
65.
12.
well packed
0
0
0
7
9.0 9
1.0 1.4
-
-
Branded vegetable are
present only in
hypermarket and
11.
25.
35.
24.
34.
11.
15.
supermarket
8.0
4
0
7
0
3
0
7
2.0 2.9
Branded vegetable are
12. 35.
50.
14.
20.
10.
more healthy
5.0 7.1
9.0 9
0
0
0
0
7.0 0
Branded vegetable are
28.
40.
25.
35.
10.
14.
pesticide free
1.0 1.4 6.0 8.6 0
0
0
7
0
3
Branded vegetable are
33.
47.
20.
28.
12.
free from disease
2.0 2.9 6.0 8.6 0
1
0
6
9.0 9
Branded vegetable are in 12.
17.
12.
17. 23.
32.
22.
31.
high quality
0
1
0
1
0
9
0
4
1.0 1.4
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
26
Branded vegetable are
11.
15. 18.
25.
27.
38.
11.
15.
for elite people only
3.0 4.3
0
7
0
7
0
6
0
7
Branded vegetable are
11.
15. 39.
55.
12.
17.
not accessible
5.0 7.1
0
7
0
7
0
1
3.0 4.3
Legend:
F1 – Strongly agree
F2 – Agree
F3 – Neutral
F4 – Disagree
F5- Strongly disagree
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
27
Awareness of the Consumers on the
Existence of Branded Vegetables
Table 21 presents consumers awareness on the existence of branded vegetables. Majority
(58.6%) are aware while 41.1% are not aware. Specifically, 46.4% of those who are
aware have noted that they have seen branded vegetables at La Trinidad Public Market,
and19% have seen branded vegetables at La Trinidad Trading Post (Table 22). The
findings confirm the statement of Sia (2008) that today branded vegetables have gained
acceptance in the market.
Table 21. Distribution of consumer whether they have seen actual branded vegetables
RESPONSE FREQUENCY
PERCENTAGE
Have seen
41
58.6
Have not seen
29
41.4
TOTAL
70
100
Table 22. Distribution of consumer on where they had seen branded vegetables
PARTICULAR FREQUENCY
PERCENTAGE
Super market
7
17.1
La Trinidad Public Market
19
46.4
La Trinidad Trading Post
8
19.5
BSU
6
14.6
Abroad
1
2.4
TOTAL
41
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
28
Price of Branded Vegetables Compared to
Unbranded Vegetables
Table 23 shows that almost all (88.6%) of the consumers find the price of branded
vegetables higher than the price of unbranded ones. The result is corroborated by Stanton
et. al. (1991) who writes that branding can add a measure of prestige to otherwise
ordinary commodities that will result to higher price for said product.
Willingness of Consumers to Buy Branded Vegetables
Table 24 presents the willingness of the consumers to buy branded vegetables.
Majority (70.4%) are willing to buy for the primary reason that they are assured of the
quality (51%) while 46.9% will buy for curiosity ( Table 25). Those who are not willing
to buy said that they will not buy because according to them branded vegetables are just
the same with unbranded vegetables (42.9%), and due to the high price of the product
(Table 26).
Table 23. Distribution of consumer according on how they perceived price of branded
vegetables compared to the price of the unbranded vegetable
RESPONSE FREQUENCY
PERCENTAGE
Higher
62
88.6
Same
7
10.0
Cheaper
1
1.4
TOTAL
70
100
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
29
Table 24. Distribution of consumers according to their willingness to buy branded
vegetables
RESPONSE FREQUENCY
PERCENTAGE
Willing to buy branded
vegetables
49 70.4
Not willing to buy branded
vegetables
21 30.0
TOTAL
70
100
Table 25. Distribution of consumers according to reason for willingness to buy branded
vegetables
REASONS OF BUYING
FREQUENCY
PERCENTAGE
Curiosity 22
46.9
Assured with the quality
25
51.0
Attractive packaging
5
10.2
*Multiple response
Table 26. Distribution of consumers according to reason for unwillingness to buy
branded vegetables
REASONS OF NOT BUYING
FREQUENCY
PERCENTAGE
High price
9
42.9
Branded vegetable is the same as
9 42.9
the unbranded vegetable
I’m not brand conscious
5
23.8
*Multiple response
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
30
Reaction of Consumers
Table 27 presents the reaction of the consumers as to the comparative pricing of
branded vegetables with the unbranded ones. Majority (51.4%) of the consumers expect
to consume the same quantity of branded vegetables with that of the unbranded if the
price is the same. About 53% however, will definitely consume less of the branded vis-à-
vis the unbranded vegetables if the price is higher. About 57.4% will consume more if the
price is lower.
Comparative Mean of the Perception of Consumers
And Producers about Branded Vegetable
Table 28 presents the comparative mean of the perception of consumers and producers
about branded vegetables. Consumers and producers have a different perception in the
statements that branded vegetables are pesticide free, the consumers disagree while the
producers are neutral , In the other hand, the consumers are neutral and the producer
disagree in the perception that branded vegetable are free from diseases.
Moreover both consumers and producers have the same agreement in the statement that
branded vegetables are of high quality, are expensive, are well packaged, are present only
in hypermarket and supermarket, are more healthy, are in high quality, are for the elite
people only, and are not accessible.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
31
Table 27. Distribution of consumer according to their reaction in the following scenario
SCENARIO F1
%
F2
%
F3
%
Priced the same with unbranded vegetable
14 20.0
36
51.4
20
28.6
Priced higher with unbranded vegetable
37 52.9
29
41.4 4
5.7
Priced lower with unbranded vegetable
7 10.0
23
32.9
40
57.1
Legend: F1-Consume less F3- Consume more
F2- Retain
Table 28.Comparative mean of the perception of consumer and producer about vegetable
branding
PERCEPTION CONSUMER
PRODUCER
Mean Score
Mean Score
Branded vegetables are high quality
2.5
2.0
Branded vegetable are expensive
2.0
2.0
Branded vegetables are well packaged
1.9
2.1
Branded vegetable are present only in hypermarket
2.6
2.6
and supermarket
Branded vegetable are more healthy
3.1
2.7
Branded vegetable are pesticide free
3.6
3.3
Branded vegetable are free from diseases
3.4
3.7
Branded vegetable are in high quality
2.8
2.8
Branded vegetable are for elite people only
3.5
3.5
branded vegetable are not accessible
3.0
3.0
Legend: 1.00-1.79– Strongly agree 3.41-4.21– Disagree
1.80-2.59– Agree 4.22-5.00 – Strongly disagree
2.60-3.40 – Neutral
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
32
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to determine the awareness and understanding of
consumers and producers towards vegetable branding, determine the perception of
consumers and producers about branded vegetables, and to determine the willingness of
the consumers to buy branded vegetables as well as the willingness of the producers to
adhere to vegetable branding.
There were 100 respondents with 30 farmers from the 3 predominantly vegetable
producing Barangays of La Trinidad, Benguet namely Balili, Betag and Pico. The 70
consumers were selected using quota sampling method.
The finding of the study reveals that majority of the respondents are aware of
vegetable branding and they understood vegetable branding as classifying vegetables
packing them well, and putting on a trade name.
Both consumers and producers do not differ in their perception that branded vegetables
are of high quality, are expensive, are well packaged, are present only in hypermarkets
and supermarkets, are healthier, are in high quality, are for the elite people only, and are
not accessible.
Almost all of the consumers and producers perceived that the prices of branded
vegetables are higher compared to the unbranded ones.
More than half of the respondents are aware of the existence of branded
vegetables and majority of them noted that they have seen actual branded vegetables at
the La Trinidad Public Market.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
33
Majority of the respondents are willing to buy branded vegetable for the primary
reason that they are assured with the quality.
Almost all of the producers considered the possibility of vegetable branding to be
implemented in the locality. Almost all of them are willing to comply with vegetable
branding in case the government will implement this. The primary reason is that they
would like to meet the quality standard of some buyers, and because they find this as a
good way to differentiate their vegetable produce from others.
Conclusions
Based on the findings, the following conclusions are drawn:
1.
There is an existing awareness for vegetable branding for
producers and consumers. Vegetable branding is understood as classifying
vegetables, packing them well and putting on a trade name.
2.
Producers and consumers generally have the same
perception towards branded vegetables. Specifically vegetables are of high
quality, are expensive, are well packaged, are present only in hypermarket
and supermarket, are healthier, are in high quality, are for elite people only,
and are not accessible.
3.
There is willingness to buy branded vegetables for both
consumers and producers for the primary reason that they are assured of
quality.
4. There is willingness to comply with vegetable branding among producers.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
34
Recommendations
Based on the conclusion the following are recommended:
1. The government of Benguet should provide some form of support to encourage
vegetable branding in La Trinidad.
2. Promotion of branded vegetables must be given priority since majority of the
consumers are willing to buy.
3. Based on the findings, seminars and trainings on how to apply vegetable should
be given to producers branding.
4. Farmer groups should evaluate the merit of adopting vegetable branding for their
produce.
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
35
LITERATURE CITED
CARIŇO, D. 2007. Branding of Benguet’s Vegetable sought Retrieved October 23, 2009
from
http://newinfo.inquirer.net/breakingnews/regions/view/20071001-91842
/Branding of Benguet%92svegatable sought
COBANOGLU, C., Y. EKENCI, and W. PARK. 2003. Sample Research Proposal on
Coffee Brand factors in Buying Behavior in The University Students. Retrieved
October 23, 2009 from http://sampleresearchproposal.blogspot.com/2009/03/sam
ple-research-proposal-on-coffee.html
CONCEPTION, D., and C. UY. 2006. Regovering Market. Retrieved October 23, 2009
from http://www.regovering market.org/en/1filemanager/active? Fid=3.84.
DAGUPEN, K. 2007. Branding of Benguet’s Vegetable sought Retrieved October 23,
2009 from http://newinfo.inquirer.net/breakingnews/regions/view/20071001-
91842/Branding of Benguet%92svegatable sought
JACOBS, J., G. LATHAM, and R. LEE. 1998. Sample Research Proposal on Coffee
Brand factors in Buying Behavior in The University Students. Retrieved
October 23, 20from http://sampleresearchproposal.blogspot.com/2009/03/sample-
resea rch- proposal-on-coffee.html
JOHNSON, C. and B. MULLEN. 1990. Sample Research Proposal on Coffee Brand
factors in Buying Behavior in The University Students. Retrieved October 23,
2009
from
http://sampleresearchproposal.blogspot.com/2009/03/sample-research-
proposal-on-coffee.html
KELLER, K. 1998. The Effect of Consumer on Pre-purchase information in Online
Auction: brand Word-of-Mouth, and Customized Information. Retrieved
November 25, 2009 from http://jcmc.indiana.edu/vol8/issue1/ha.html
KOTLER, P. 2000. Marketing Management. N.J Prentice-Hall Incorporation.Pp.161-163
MCGINNIS, J. M., J. A. GOOTMAN, and V.I. KRAAK. (eds) (2006). Food Marketing
to Children and Youth: Threats or Opportunity? Washington, D.C. The national
academies Press. P.44
SCHIFFMAN, L. G., and L. L. KANUK. 2000. Sample Research Proposal on Coffee
Brand factors in Buying Behavior in The University Students. Retrieved October
23, 2009 from http://sampleresearchproposal.blogspot.com/2009/03/sample-
research-proposal-on-coffee.html
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
36
SIA, D. 2008. Bull among Bears. Retrieved October 23, 2009 from http://www.malaya.
Com. ph/nov 20/busil.html
STANTON, W., M. ETZEL, and B. WALKER. 1991. Fundamental of marketing Fifth
Edition, McGraw-Hall, Incorporation. P.211
WILKIE, W. L.1990. Sample Research Proposal on Coffee Brand factors in Buying
Behavior in The University Students. Retrieved October 23, 2009 from
http://sampleresearchproposal.blogspot.com/2009/03/sample-research-proposal-
on-coffee.html
WIKIPEDIA. 2008. Brand Wikipedia, the free encyclopedia. Retrieved: September 30,
2009 from http:// wikipedia. Org/wiki/brand
YAMANOU, H. 2007. Branding naniwa vegatble; strategy and importance. Retrieved
October 23, 2009 from http://www.osaka-brnd.jp/en/kaeidoscope/shoku/index2.
html
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
37
APPENDIX A
Request Letter for the Respondents
College of Agriculture
Department of Agriculture Economics and Agribusiness Management
Benguet State University
La Trinidad, Benguet
Dear Respondents:
I am a fourth year students of Benguet State University, taking up Bachelor of
Science in Agribusiness majoring in Enterprise management. I am presently conducting
my under graduate research, in titled “Consumer and Producer Awareness, Willingness
and Perception towards Vegetable Branding at La Trinidad, Benguet”.
In this connection, may I request a part of your time to answer the questionnaire
of my research. Rest assured that all data gathered would keep confidential.
Thank you very much for tour kind consideration.
Very truly yours,
MAGDALENA A. YA-OS
Researcher
Noted by:
DARLYN D. TAGARINO
Adviser
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
38
APPENDIX B
Questionnaire to consumer
Name: _____________________
Age: ________
Sex: ____male ____ female
Occupation
____ White collar job _____ Housewife ____ others; specify
____ farming _____ government workers
____ Students _____ self employed
Highest educational attainment
____ Elementary undergraduate _____ elementary graduate
____ High school undergraduate _____ high school graduate
____ College undergraduate _____ college graduate
Monthly income
____ Less than 5,000 ____ 10,000-20,000
____ 5,000-10,000 ____ More than 20,000
Instruction: please put a check mark (√) on the appropriate space for your response.
1. Are you aware of vegetable branding?
____ aware ____ not aware
2. If yes, what is your understanding of vegetable branding?
___ Vegetables that are well packaged with trademark
___ Vegetables that are Classified, well packaged and with trademark
___ Vegetables that are in high quality with trademark
___ others: specify
3. Where do you acquire tour information about vegetable branding?
___ Internet
___ Radio
___ Magazine
___ Friends and family
___ others: specify
4. Have you seen a sample of a branded vegetable?
____ have seen actual branded vegetables ____have not actual branded vegetables
A. where ______________
B. as to price, how does it compare to unbranded vegetable?
____ higher ____ same ____ cheaper
5. If you have not seen yet a branded vegetable and unbranded will available in the
market would you like to buy?
____willing to buy ____ not willing to buy
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
39
6. If yes what are your reason?
____a. curiosity
____b. assured with the quality
____c. attractive packaging
____d. other: specify
7. If no, what are your reasons?
___a. high price
___b. branded vegetable is the same as the unbranded vegetable
___c. I’m not brand conscious
___d. other: specify
8. Please indicate your reaction in the following scenario if branded vegetable will be.
Consume
less
retain Consume
more
Priced the same with the
conventionally grown vegetable
Priced higher than conventionally
grown vegetable
Priced lower than conventionally
grown vegetable
Perception about branded vegetable
Strongly
agree neutral
disagree Strongly
agree
disagree
1. branded vegetable are high
quality
2.branded vegetable are
expensive
3.branded vegetable are well
packed
4.branded vegetable are present
only in hypermarket and
supermarket
5. branded vegetable are more
healthy
6. branded vegetable are
pesticide free
7. branded vegetable are free
from disease
8. branded vegetable are in high
quality
9. branded vegetable are for
elite people only
10. branded vegetable are not
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
40
accessible
………………………….THANK YOU VERY MUCH…………………
APPENDIX C
Questionnaire to Producer
Name: _____________________
Age: ________
Highest educational attainment
____ Elementary undergraduate _____ elementary graduate
____ High school undergraduate _____ high school graduate
____ College undergraduate _____ college graduate
Instruction: please put a check mark (√) on the appropriate space for your response
1. Are you aware of vegetable branding?
____aware ____ not aware
2. If yes, what is your understanding of vegetable branding?
___a. Vegetables that are well packaged with trademark
___b. Vegetables that are Classified, well packaged and with trademark
___c. Vegetables that are in high quality with trademark
___d. others: specify
3. Where do you acquire tour information about vegetable branding?
___a. Internet ___c. Magazine ___e. others: specify
___b. Radio ___d. Friends and family
4. Have you seen a sample of a branded vegetable?
____ have seen actual branded vegetables ____have not seen actual branded vegetables
A. where ______________
C. as to price, how does it compare to unbranded vegetable?
____ higher ____ same ____ cheaper
5. If you have not seen yet a branded vegetable and unbranded will available in the
market would you like to buy?
____willing to buy ____ not willing to buy
6. If yes what are your reason?
____a. curiosity
____b. assured with the quality
____c. attractive packaging
____d. other: specify
7. If no, what are your reasons?
___a. high price
___b. branded vegetable is the same as the unbranded vegetable
___c. I’m not brand conscious
___d. other: specify
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
41
10. Do you think there is a possibility of vegetable branding to be implemented here in
our locality?
____ there is a possibility ____there is no possibility
11. If they will implement would you like to comply?
____ willing to comply ____ not willing to comply
12. If yes what are your reasons?
____a. to distinguish our produced vegetable from other vegetable
____b. to be able to improve our packaging and labeling
____c. to meet the quality standard of some buyers
____d. others: specify
13. If no, what are your reasons?
____a. additional cost
____b. additional work
____c. I don’t care
____d. others: specify
Perception about branded vegetable
Strongly
agree neutral
disagree Strongly
agree
disagree
1. branded vegetable are high
quality
2.branded vegetable are
expensive
3.branded vegetable are well
packed
4.branded vegetable are present
only in hypermarket and
supermarket
5. branded vegetable are more
healthy
6. branded vegetable are
pesticide free
7. branded vegetable are free
from disease
8. branded vegetable are in high
quality
9. branded vegetable are for
elite people only
10. branded vegetable are not
accessible
………………………….THANK YOU VERY MUCH………………………….
Consumer and Producer Awareness, Willingness and Perception towards Vegetable
Branding in La Trinidad, Benguet / Magdalena A. Ya-Os. 2010
Document Outline
- BIBLIOGRAPHY
- TABLE OF CONTENTS
- INTRODUCTION