BIBLIOGRAPHY GOMGOM-O, LYN P. APRIL 2008....
BIBLIOGRAPHY
GOMGOM-O, LYN P. APRIL 2008. Consumers’ Evaluation of Bugnay Fruit
Wine in Bauko, Mountain Province. Benguet State University, La Trinidad, Benguet.
Adviser: Marie Klondy T. Dagupen, Ph D.
ABSTRACT
This study was conducted to determine the sensory evaluation and consumers’
acceptability of bugnay fruit wine.
The study was conducted from December to January 2008. A total of 70
respondents from fruit wine consumers’ in Benguet State University (BSU) and Otucan
Bauko, Mountain Province were taken as the respondents of the study. A survey
questionnaire was distributed to gather the necessary information needed. Product tasting
was also employed to the respondents. The data were tabulated, analyzed, discussed and
interpreted using descriptive statistics such as percentages, means, and frequency counts
was used primarily to describe data.
This study reveals that a great majority of the respondents was residence of La
Trinidad and most of them were in the age range of 18-40 years. There were slightly
more male than female. Most respondents were single and more than half of the
respondents were living with family with a household size of 2-4 and 5-7 members. Most
respondents were college graduate and a fulltime employee they are receiving a salary
below the cost of living.
The descriptive analysis indicates that the bugnay fruit wine has color ranging from
light to dark. Regarding the taste the Lang-ay wine was bitter while the Pastora’s wine is
sweet. As to the strength/intensity, both wine are balance.
The two bugnay wine products are”liked” by consumers in terms of color, taste and
strength /intensity.
Consumers are willing to buy Bugnay wine if available in the market with a given
price of PhP 80 per bottle (700-750 ml) and a price of Php 960 per case. During trade
fairs were the preferred of the respondents to bought bugnay wine. Most of them bought
other local brands of wine such as strawberry wine, most respondents have been
consuming wine for less than a year, and they just buy wine for the special occasion.
Most respondents were alone in consuming wine within in the family, with a primary
motivation in consuming is for health while for socialization is the first secondary reason.
Frequency of consuming wine is 2-3 times a week and is drunk anytime of the
day. In addition, product information was the very important attributes considered in
purchasing wine.
It is therefore recommended that fruit wine processors should improve the
packaging in order to establish their own brand. They should also aware of attending
seminars regarding wine production and marketing strategies in order for them to capture
a bigger market share.
ii
TABLE OF CONTENTS
Page
Bibliography.................................................................................................... i
Abstract.......................................................................................................... i
Table of Contents...........................................................................................
iii
INTRODUCTION......................................................................................... 1
Rationale of the Study.........................................................................
1
Statement of the Problem....................................................................
2
Objectives of the Study......................................................................
2
Significance of the Study...................................................................
2
Scope and Delimitation of the Study.................................................
3
METHODOLOGY......................................................................................... 4
Locale and Time of the Study............................................................
4
Respondents of the Study...................................................................
4
Profile of the Respondents.................................................................
4
Data Collection..................................................................................
7
REVIEW OF LITERATURE.........................................................................
9
Factors Influencing Consumers’ Perception and Behavior..................
9
Product Development...........................................................................
10
Product Attributes................................................................................
11
iii
Brand Preferences of Consumers’........................................................
11
Quality..................................................................................................
12
Price.....................................................................................................
13
Bottling.................................................................................................
13
Labeling...............................................................................................
15
Packaging.............................................................................................
15
Taste.....................................................................................................
15
Sensory Evaluation..............................................................................
16
RESULT AND DISCUSSION.......................................................................
22
Color....................................................................................................
22
Taste.....................................................................................................
22
Strength/Intensity.................................................................................
23
Consumers’ Over all Acceptability of Bugnay Fruitwine...................
24
Willingness to BuyBugnay wine if Available in the Market...............
24
Preferred Price of Bugnay wine..........................................................
25
Place of Buying wine..........................................................................
26
Other Kinds of Wine Bought..............................................................
26
Number of Years for Consuming Bugnay wine................................
27
Reasons for Buying Bugnay wine......................................................
28
Consumers’ of Bugnay wine in the Family........................................
29
Important Reasons for Consuming Bugnay fruitwine.......................
29
Frequency of Bugnay wine Consumption.........................................
30
iv
Time of Consumption........................................................................
31
Bugnay wine Attributes Considered in Purchasing wine..................
32
SUMMARY, CONCLUSIONS ANDRECOMMEDATIONS....................... 34
. Summary............................................................................................
34
Conclusions........................................................................................
35
Recommendations..............................................................................
36
LITERATURE CITED...................................................................................
38
APPENDIX………………………………………………………………….
41
A. Survey Questionnaire....................................................................
41
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INTRODUCTION
Rationale of the Study
Mountain Province particularly the municipality of Bauko has a moderate warm
climate and is abundant in fruits of all kinds. Most of the people market
their fruits as fresh. Fruits easily rot so most of the fruits when not sold are fed to pigs or
used as fertilizers .Almost all households have fruit trees so the nearest town where fruit
growers could market their products is Bontoc, which is one and a half hour ride by land.
Rice farming and gardening are the main sources of income in Mountain
Province. Fruit processing is an alternative source of income if done properly so as last
long for selling.
Wine making in Mountain Province started in Barangay Otucan, Bauko Mountain
Province .Mrs. Corazon Andres, a native and resident of Otucan was the only person
making wine until Mrs.Pastora Gomgom-o became interested and engaged in wine
making, thus she partnered with Mrs. Andres.
In 1991, many residents joined the band and thus processing was extended to the
nearly towns of Bila, Sabangan and Sagada.
In 1998, due to some problems encountered in processing and marketing, the
Processors sought technical assistance from the Department of Trade and
Industry (DTI) and the Department of Science and Technology (DOST).For this reason,
the two Departments partnered in conducting training courses in wine making.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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As a result, the wine products improved and became popular. It also became one
of the most featured products during the “LANG-AY FESTIVAL” of Mountain Province
in 2004, thus the market expanded.
In order to sustain the industry there is a need for improving product quality and
producing according to the consumer requirement. It is in this line that a sensory
evaluation of the consumers was done to improve sensory quality of the product and to be
able to compete with other brands of fruit wines in the market.
This study was conducted to evaluate the sensory characteristics of two brands of
bugnay wine in Mountain Province and to determine the consumers’ acceptability of the
wines.
Objectives of the Study
This study aimed to promote bugnay wine products from Mountain Province.
It answered the following objectives:
1. To determine the sensory evaluation of the bugnay wine such as color,
taste and strength.
2. To determine the consumers’ acceptability of the bugnay wine.
Significance of the Study
The result of this study can be used as information or reference for future
researchers who will be conducting similar studies and may also serve as guide for the
fruit wine processors.
Consumers’ Evaluation of Bugnay Fruit Wine
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Scope and Delimitation
The study focused on two brands of bugnay wines produced in Mountain
Province. The respondents included individuals who were willing to taste the wines. For
ease of conduct, wine tasting sessions were done in the school and in Otucan, limiting the
breadth of respondents.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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METHODOLOGY
Locale and Time of the Study
The study was conducted in Benguet State University, La Trinidad Benguet and
Bauko, Mountain Province from December to January 2008.
Respondents of Study
The respondents of the study were seventy (70) potential and actual wine
consumers with characteristics described in the following sections.
Profile of the Respondents
Table 1 summarizes the profile of the respondents. Majority (61.4%) of the
respondents were from Benguet State University while 38.6% were from Bauko,
Mountain Province. Most (78.6%) of the respondents belonged to the age range of 18-40
years and the rest within the age range of 41-65 years. Out of the 70 respondents, 36
(51.4%) were male and 34 (48.6%) female. Most (71.4%) were single and only 28.6%
were married.
The distribution of educational attainment was concentrated in College graduate
(44.3%), high school graduate (35.7%) and College students (14.3%).Fifty-two (74.3%)
was gainfully employed while 20% composed of students and 5.7% housewives. As to
household characteristics, more than half are living with family with a household size of
2-7 members. As to the average monthly income of respondents, 68.6% have monthly
income of less than Php 10,000. The rest have monthly income from Php 10,000-20,000.
Consumers’ Evaluation of Bugnay Fruit Wine
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Table 1. Personal Profile of the Respondents
PARTICULAR FREQUENCY PERCENTAGE
________________________________________________________________________
ADDRESS
BSU
La
Trinidad
43
61.4
Bauko
27
38.6
________________________________________________________________________
TOTAL 70
100
________________________________________________________________________
AGE (years)
18-40
55 78.6
41-65 15 21.4
________________________________________________________________________
TOTAL
70
100
________________________________________________________________________
SEX
Male
36
51.4
Female
34
48.6
________________________________________________________________________
TOTAL
70 100
________________________________________________________________________
CIVIL STATUS
Single
50
71.4
Married
20
28.6
________________________________________________________________________
TOTAL
70
100
________________________________________________________________________
HOUSEHOLD DESCRIPTION
Living Alone
30
42.9
Living with family 40 57.1
________________________________________________________________________
TOTAL 70
100
Consumers’ Evaluation of Bugnay Fruit Wine
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Table 1 Continued…
PARTICULAR FREQUENCY PERCENTAGE
________________________________________________________________________
HOUSEHOLD SIZE
2-4 members 19 27.1
5-7 members 19 27.1
8-10 members 2 2.9
No answer 30 42.9
________________________________________________________________________
TOTAL 70
100
_______________________________________________________________________
EDUCATIONAL ATTAINMENT
Elementary graduate
3
4.3
High school graduate
25
35.7
College graduate
31
44.3
College level
10
14.3
Graduate school
1
1.4
________________________________________________________________________
TOTAL 70
100
Consumers’ Evaluation of Bugnay Fruit Wine
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Table 1. Continued….
PARTICULAR FREQUENCY PERCENTAGE
________________________________________________________________________
OCCUPATION
Farmer
13
18.6
Part time employee
14
20.0
Full time employee
16
22.9
Self-employed
6
8.6
Business person
3
4.3
Housewife
4
5.7
Student
14
20.0
________________________________________________________________________
TOTAL
70
100
________________________________________________________________________
AVERAGE MONTHLY INCOME
<P10, 000
48
68.6
P10, 000-P15, 000
17
24.3
P16,000-P20,000 5 7.1
________________________________________________________________________
TOTAL
70
100
Data Collection
Bugnay wines produced by two different processors in Mountain Province were
served to the respondents for sensory evaluation. Each sample was coded. A
questionnaire was filled up by each respondent while tasting the wine.
Consumers’ Evaluation of Bugnay Fruit Wine
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The sensory evaluation in La Trinidad was done at the Chrysanthemum hall
Benguet State University (BSU) while in Mountain Province the said sensory evaluation
was done at the Otucan Norte Barangay Hall.
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REVIEW OF LITERATURE
At present, Filipinos are just beginning to discover the pleasure of wine
consumption. However, some common alcoholic drinks are made by local farmers such
as “basi” in the Ilocos, “tuba” in the Visayan and Tagalog regions, “tapuy” in the
Mountain Province and “meding” in some provinces of Luzon.
In the future, it is expected that when the use of wine will become popular in the
typical Filipino home, big establishments for wine production could be set up. For the
prospect of producing quality wines in the Philippines is indeed very bright (Sanchez and
Dizon, n.d.).
Factors influencing Consumers Perception and Behavior
Tigo (2004), cited that one perception of a certain thing determine the over
Behavior exhibited under a given condition. Perception is the process of becoming aware
of objects, qualities, relation or a problem which is closely related to action. Myers
(1981), as cited by Tigo (2004), stated that perception refers to how we comprehend the
objects and events in external reality around us.
A person’s buying decisions are also influenced by psychological factors such as:
motivation, perception, learning and beliefs and attitudes. A need becomes motive when
it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently
pressing to direct the person seeks satisfactions of the need (Kotler, 2000).People have
choices that depend upon the information they received, the influenced of the
Consumers’ Evaluation of Bugnay Fruit Wine
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environment. Preferences of people are based on their taste, what they see and what ever
information they hear about the product.
Consumers perception are also influenced by personal characteristics, this include
the consumer’s age, occupation and personality.
Product Development
Product Development is production of commodity or good through invention or
innovations. A commodity is produced or developed as a result of several research
experimentation trials. Thus product development takes a full knowledge, skills and
capital investment to produce product that are acceptable to consumers (Kotler, 1986).
The process of product development needs to be undertaken carefully and
methodically. Considerations need to be given to all steps in the development process
from creating a prototype and testing a product’s marketability to intellectual property
protection and how you will source your raw materials you should also consider ways in
which you will guarantee the quality of you products, and think about future possibilities
of their expansion and improvement (Anonymous, 2006).
Anderson (2006) stated that the consumers are key decision maker in
development of simple processing. Their taste and preference influence the types and
quality (size, shape and color) of the product and most likely for consumers to find a
readily acceptable product. The purchasing power is the determining factor on the quality
and acceptability of the product.
Consumers’ Evaluation of Bugnay Fruit Wine
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Product Attributes
Product attributes are characteristics by which products are identified and
differentiated. It usually comprises features, functions, benefits, and uses. Market
research (UK, 2003) defines products as a combination of attributes or features, and that
the attributes can be specified at different levels. This is consistent with a key principle in
marketing: consumers do not consume products but rather they benefits conferred by the
features of products.
Brand Preferences of Consumers
Brands are some total of all images that people have in their heads about a
particular company; brands represent promises made regarding what we can be expected
from a product, service, or company (Gordon, 2002).
Branding is an important part of marketing decision and the marketing mix
because one of the major ways that organizations identify their product(s) is by the brand.
Some concepts related to branding are brand name, brand marks, trade marks and trade
name (Lusch and Lusch, 1987).
Consumers view a brand as an important part of the product and branding can add
value to the product. Branding has grown so strong that today almost everything is
branded (Kotler, 2000).
Branding helps buyers in many ways; brand names tell the buyer 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 results is more
Consumers’ Evaluation of Bugnay Fruit Wine
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product variety and choices for consumers; it also provides much more information about
the product and where to find them.
Brand choice of consumers may also depend on the price level, advertising, and
promotional activities of the product (Pride and Ferrell, 1983).
Quality
Jongen (2000) describes quality with respect to food products as “to meet the
expectations of the consumers”.
Quality includes durability, reliability, precession, ease of operation and repair
and other valued attributes. In the case of fruit wine, consumer’s choice of brand would
also depend on its quality. Quality here pertains to the taste, texture, nutritional value,
packaging and labeling of the product.
A good sign of quality is balance. A wine is balanced when all of the wines
components (sweetness, acidity, tannins) blend together. The balance or potential to be
balanced after ageing is a sign of quality.
Quality is a characteristic of wine that is both difficult to define and to
communicate. The level of quality required may vary upon a variety of circumstances
including the consumption occasion (Quester and Smart, 1998). The quality of the wine
however is difficult to evaluate objectively.
Groves et al. (2000) suggests that wine quality is compost of hedonistic and
aesthetic components of wine consumption. These are the felt experiences resulting from
the pleasure of drinking wine.
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The ability to evaluate the over all quality of a wine is largely based the taste upon
the taster’s previous experience. All judgments of wine are subjective, influenced by the
memory of wines previously tasted. Thus, wine quality is easier to recognize than it is to
define. A wine maker’s ability to recognize wine quality can be enhanced by frequent,
regular tasting of many different wines. In addition it is helpful, especially for the in
experienced, to taste wines, using a standardized and systematic method (Cooke,n.d.).
Price
The price of the product is one of the highest influencing factors that determine
the behavior of consumers. For some consumers, they perceive a product with low price
as less quality and a high price product as a quality. However, most buyers nowadays are
practical. They sacrifice the other attributes of a product for low price.
Koewn and Casey (1995) found that pricing was extremely important to all
respondents in a study of wine purchasing influences. Generally, price is an important
cue to quality when there are few cues available, when the product cannot be evaluated
before purchase, and when there is some degree of risk of making a wrong choice (Cox
and Rich, 1967).
Bottling
Bottling is an important stage for wine making. If it is done carelessly it can ruin
all the efforts during the early stages.
Consumers’ Evaluation of Bugnay Fruit Wine
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Here are some important considerations in wine making bottling:
1. Selecting the type of bottle
The effect of different colored bottles is an important thing to remember. Wine in
dark colored bottles usually show fewer tendencies to oxidize them the same wine in light
colored bottles to prevent loss or reduction in color while white wines must be stored in
clear glass bottles.
Use bottles that are round and uniform in size. They can be stored more easily and
are not difficult to accommodate in the storage room.
2. Cleaning and sterilizing bottles
All bottles should be cleaned very well with hot water and detergent using a bottle
brush to reach all angels inside. Finally, rinse with clean and fresh water. Let them drain
in an inverted position thus causing the minimum entry of air born impurities. To
sterilized the bottles place a 2% sulfur dioxide solution in it. Allow to stand for 15
minutes and drain. Swirl the bottle with little amount of boiled top water. Drain. Cover
with foil until ready for use.
3. Choice of Seal
Plastics covers are now widely used since these are easier to clean and are
reusable. But these do not sell as tightly as corks do.
4. Filling the Bottles
The easiest method of filling the bottle is to use a clean sterile funnel in pouring
the wine from the bigger storage vessel. Bottles must be filled up to 1-1.5 inch head space
using tygon tubing. Cork them at once right after filling to prevent much exposure of
wine to atmospheric oxygen that causes oxidation.
Consumers’ Evaluation of Bugnay Fruit Wine
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Labeling
Before storing wine, it should be properly labeled. This is a convenient guide in
knowing the age of the wine, the fruit it is made of and other important information about
it. In writing the label, use water proof drawing ink. If the storage room is damp, the
labels maybe removed after a while. The label should centrally placed between the seams
of the bottle and do not overlap them, as an eye appeal is important.
For a more complete data, keeping a record book is a suggestion. In this book, all
information given on the label as well as other information related with the manufacture
of wine is jotted down. This helps a wine maker to avoid past errors and serves as guide
for future improvements.Wine labels help to established a winery’s image and define
brands (Fowler, 2000).
Packaging
In wine marketing, packaging and labels assume undeniable influence with
packaging forming an integral part of wines promotions and consumption (Thomas 2000,
Charters et.al. 2000).Wine packaging includes the front label, back label, bottle and bottle
shape, cask, package and awards.
Taste
When asked they choose a particular wine, Koewn and Casey (1995) found that
the taste of the wine was a dominating factor for wine consumers. Thompson and
Vourvachis (1995) found that taste was the most highly correlated attribute relating to
wine choice and no tend that this was to be expected as it is frequently found to be the
Consumers’ Evaluation of Bugnay Fruit Wine
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key attitudinal factor in studies of wine choice. The taste of the wine represents one of the
major perceived by Mitchell and Greatorex (1998) they found that the taste of wine was
the risk that concerned consumers most.
Concept on Sensory Evaluation
Sensory evaluation. The institute of Food Technologist’s (IFT) Sensory
Evaluation Division USA defines evaluation as a “scientific discipline used to evoke,
measure, analyze and interpret sensations as they are perceived by the senses of sight,
smell, taste, touch, and hearing” (Prell, 1976).
Sensory evaluation is the science of judging and evaluating the quality of food by
the use of the senses, i.e. taste, smell, sight, touch, and hearing (Meilgard et al.,1991).
Simply stated, sensory evaluation is divided into two methods, subjective and
objective testing. Subjective tests involve object panelists, while objective testing
employs the use of lab instruments with no involvement of the senses. Both tests are
essential in sensory evaluation and necessary in a variety of conditions (Meilgard et
al.,1991).
One such subjective test is the use of the hedonic scale method this rating scale
method measures the level of the liking of foods, or any other product where an affective
tone is necessary. This test relies on people’s ability to communicate their feelings of like
or dislike. Hedonic testing is popular because it maybe used with untrained people as
with experienced panel members. A minimum amount of verbal ability is necessary for
reliable results (OMahony, 1986).
Consumers’ Evaluation of Bugnay Fruit Wine
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Sensory evaluation is food science and technology, designed to translate
qualitative information into numerical data by applying a statistically valid experimental
design and controlled testing conditions. These sensory evaluation methods are widely
used by food industry and academics (Van Oirshot, QEA et. al. n.d).
Sensory evaluation can derived from two different types: 1st rating/ranking-
scaling and making. Can be done along several dimensions on category or graphics (line)
scales. This is done to quantify relatively big differences between products. Second is
difference testing such as paired comparison and triangle test. This is use to demonstrate
the existence of small differences. The results are analyzed using binomial statistics.
Alternatively, sensory evaluation can be divided based not upon the tools used but upon
what is being measured (Delwiche, 2002). Sensory evaluation is a procedure that is quite
often in food science and technology because such sensory characteristics of food
products as flavor (odor and taste), color and texture are closely involved with consumer
appreciation and acceptance (Wasserman, 1981).
The use of sensory evaluation adopted from industrial practice would contribute
to the researcher’s achievement of higher level of attainment particularly in attainment
target number 3: planning and (marketing) making. Within UK, as in all industrialized
societies and food companies need to ensure that they develop products that are
appropriate for increasingly sophisticated consumer markets to which the flavor of food
and drink is important. Sensory evaluation is used in a manner of ways to ensure that the
company’s product is maintained or increased or if not, will be acceptable to consumers.
Sensory evaluation as it used with consumers, depends upon the human ability to
asses and the physical stimuli of the individuals’ socio-cultural context. It is rare that a
Consumers’ Evaluation of Bugnay Fruit Wine
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product, particularly food and drinks, stimulates only one sense. Assessment of food and
drinks depends mainly on responses to taste, smell, and pain (trigeminal nerve response),
triggered by chemical receptor cells in the mouth and nasal cavity. These combined
responses refers to as flavor triggered sight, hearing and touch; and are affected by the
mouth, feel and after taste of food and drinks (Pratt,n.d.).
Food perceptions and preferences are very complex as they are formed through
sensory and non-sensory influences. This is to evaluate the overall preference; sensory
related segmentation is often used. This approach takes unto account sensory, hedonic
and cognitive aspects (Januzewska, 2006).
In this modem age, there is undeniable impetus in the use of sensory evaluation as
a tool of measuring product characteristics and acceptability. For commodities, this
concept has been greatly utilized in the determination of product attributes and quality
level relative to degree of consumer preferences (Daget, 1977).
Today’s consumers are discerning, demanding and more knowledgeable about
food and expect products which are safe, good value and high sensory quality. Therefore,
knowing consumer’s preference and perceptions of the sensory characteristics of a
food/drink product is very important to food manufacturers and retailers alike.
Total or overall sensory evaluation of foods is highly complex because it involves
the use of several senses, each of which evaluating one sensory parameter (Kramer,
1973a). Although sensory evaluation is the ultimate measure of sensory qualities of food
products, it is always subjective, time consuming and costly (Noble, 1975).
Products evaluation may also include development of objective test procedures on
the basis of sensory data. Perhaps correlation studies between known chemical and
Consumers’ Evaluation of Bugnay Fruit Wine
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physical test and sensory evaluation results could be done. It is of great importance
especially to the industry to be able to translate sensory information into those
measurable by instruments. This way, data could be anchored to some objective test
(Elliot et al., 1969).
The use of a range technical, symbolic and other means of representation for
sensory evaluation contributes to high quality product development in the food industry.
Without appropriate sensory analysis, there is a high risk of market failure.
Sensory analysis is too frequently often overlooked as a requirement before
Product launch, and is often carried out to poor standard (Arazi and Kilcast, 2001).
Sensory testing has been developed into a precise, formal, and structured
Methodology that is continually being updated to refine existing techniques. The
developed methods serve economic interests and can establish the worth or acceptance of
as commodity. Sensory tests offer a course to select the product that optimizes value for
Money. Sensory evaluation is used as a practical application in product development by
aiding in product matching, improvements, and grading. Research is another area where
Sensory evaluation is frequently used. Evaluation of product maybe needed to determine
the effects an experiment had on its subject. Finally, quality control and marketing is yet
another application of sensory testing (Meilgard et al., 1991).
Market research is therefore about consumer’s reaction to a product rather than
the actual product itself. Traditionally tests to identify acceptability of a product or
preference for one of a range of product are used. Scaling (hedonic) test to express the
degree of like and dislike of the consumers response to products are integrated an order to
identify the characteristics of the product to be developed. The techniques for product
Consumers’ Evaluation of Bugnay Fruit Wine
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evaluation and development are the sensory characteristics of food, simple one sense
tests; and a range of statistical test (Pratt, n.d.).
Commercial winemakers have the formidable task of properly and reliably
evaluating wine quality, as well as developing and applying an understanding of
consumer taste preferences. Fortunately hobby winemakers need only be concerned with
pleasing their own tastes. Even so, certain skills are helpful, such as the ability to
recognize volatile acidity, or tartness (acidity levels) and sweetness or lack of sweetness
(Is the wine dry or slightly sweet?) practical methods for sharpening these kinds of
tasting skills are given in how to test and improve your wine judging ability.
A survey of 30 food industries in Metro Manila revealed that sensory test by a
single expert was heavily relied upon as a quality control tool for product inspection
(Gatchalian, 1978). Interest was geared towards identification of defects or unexpected
characteristics easily observable on the products. Most of the time, this was done by the
product line inspectors. None reported using sensory evaluation as an aid to produce
quality maintenance, although this is a major quality control function for many
progressive industries in developed countries.
Although majority of researchers and discoveries in the field of sensory
evaluation coverage greatly on the area of foods, it maybe well to emphasize at this point
that other than flavor and taste qualities, most sensory tests can be utilized for qualities
measurable by the human senses. Thus, texture measurement could be applied to textile,
leather, wood, fiber, paper etc.
Consumers’ Evaluation of Bugnay Fruit Wine
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The concept of sensory tests has been utilized even at the earliest period of
Human’s existence. Man since his creation, has relied on his senses and experienced in
the selection of commodities that he needs (Gorman, 1975).
With the passage of man’s desires and the levels of selectivity increased in
degrees of sophistication (Wurhmah, 1977).With varied types of product made available
for needs, the choice was no longer only for survival but also for satisfaction. Thus a
product’s lifetime in the market could be measured by the degree of satisfaction it
provides its consumer who invariably put a lot of weight on their preferences through this
senses. There appears then the need to identify the factors associated with the commodity
that could provide information on man’s basics for selection. Necessarily this would
involve sensory characteristics which can identify with the use of his sense. Texture can
be characterized by the senses of feel or touch; color or appearance by the sense of sight;
flavor by the sense of test; and odor by the sense of smell; each sense being a function of
a particular human organ.
Perhaps the most important and essential tools available to winemakers are their
senses. With sight one can critically examine a wine’s appearance; with smell detect
pleasing and non-pleasing odors; with tests perceive desirable and undesirable flavors.
Thus, sensory analysis not only is the ultimate test for evaluating wine quality, it is the
best method for controlling quality throughout wine making.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
22
RESULTS AND DISCUSSION
This chapter presents the discussion and analysis of the findings from the
data gathered from 70 respondents.
Respondents evaluated the product by comparing bugnay wine processed by two
processors as to its color, taste, and strength/intensity.
Color. The color of foods contributes immeasurably to a person esthetic
appreciation of them. It does not only send a message of expectation but also
provides clues to the condition of the foods (Navarra, 2005).
The evaluations of the respondents as to color of the two wines are presented in
Table 2. A weighted mean of 2.82 was computed from the ratings of Lang-ay wine which
means that the color is more of dark. On the other hand, Pastora’s wine was given a
rating of 1.84 meaning more of light color.
Table 2. Color rating of two wines
WINE
RATING
MEAN
DESCRIPTION
____________________
1 2 3 4
________________________________________________________________________
Lang-ay wine
1
13 53 3
2.82
dark
Pastora’s wine
13
55 2
-
1.84
light
*Rating description: 1-verylight 2-light 3-dark 4-very dark
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
23
Taste. Table 3 presents the weighted mean ratings of the respondents in terms of
taste of two wines. Lang-ay wine obtained a weighted mean rating of 2.41, this shows
that the taste is bitter, while the Pastora’s wine has a sweet taste as indicated by a
weighted mean of 1.94 by the respondents.
Table 3. Taste rating of two wines
WINE
RATING
MEAN
DESCRIPTION
__________________
1
2 3
________________________________________________________________________
Lang-ay wine
11
19 40
2.41
bitter
Pastora’s wine
8
58 4 1.94
sweet
*Rating description: 1-sour 2-sweet 3-bitter
Strength/Intensity. Table 4 of this study presents the evaluation of the respondents
on the two wines in terms of strength/intensity. A weighted mean was computed as 2 for
Lang-ay wine which implies that the strength/intensity is balance. For Pastora’s wine the
weighted mean was computed as 2.12, the result implies that the strength/intensity is also
balanced.
Table 4. Strength/Intensity rating of two wines
WINE
RATING
MEAN
DESCRIPTION
___________________
1 2 3 4
_______________________________________________________________________
Lang-ay wine
15
41
13
1
2
balanced
Pastora’s wine 5 53 10 2 2.12 balanced
*Rating description: 1-acidic 2-balance 3-rich 4-tart
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
24
Consumer’s Over-all Acceptability. As shown in Table 5, the two wines did not
significantly differ in over-all acceptability. They were all evaluated as “liked” by the
respondents. For Lang-ay wine the computed weighted mean is 3.57. On the other hand,
Pastora’s wine has given a rating of 3.81. The result implies that both wines are equally
liked by the respondents.
Table 5. Consumers’ over-all acceptability rating
WINE
RATING
MEAN
DESCRIPTION
___________________
1 2 3 4
________________________________________________________________________
Lang-ay wine
3 5 13 47 2 3.57
liked
Pastora’s wine
2 4 8 47 9
3.81
liked
*Rating description: 1-extremely disliked 2-disliked 3-neither liked nor disliked
4-liked 5-extremely liked
Willingness to buy Bugnay Wine if Available in the market
Table 6 presents the willingness of the respondents to buy the tasted fruit wine if
available in the market. Sixty-four (91.4%) of the respondents were willing to buy
Pastora’s wine while 60% were willing to buy Lang-ay wine.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
25
Table 6. Willingness to buy Bugnay wine
WILLINGNESS TO BUY
LANG-AY WINE
PASTORA’S WINE
F
%
F
%
________________________________________________________________________
Yes
60
85.7
64
91.4
No
10
14.3
6
8.6
________________________________________________________________________
TOTAL
70
100
70
100
Preferred Price of Bugnay wine
For a given price of PhP80 per bottle (700-750), 72.9% were willing to buy Lang-
ay wine while 74.3% Pastora’s wine(Table 7).
The same is true per case of 12 bottles (Table 8). Majority of the respondents
chose the lowest price of PhP960 per case but there are still few 24.3% and 17.1% for
Lang-ay wine and Pastora’s wine, respectively who were to pay for a higher price of
PhP1,200 per case.
Table 7. Preferred price of bugnay wine per bottle (700-750ml)
PRICE
LANG-AY WINE
PASTORA’S WINE
F
%
F
%
________________________________________________________________________
PhP80
51
72.9 52
74.3
PhP100
14
20.0 17
24.3
PhP120
5
7.1 1
1.4
TOTAL
70
100
70
100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
26
Table 8. Preferred price of bugnay wine per case of 12 bottles
PRICE
LANG-AY WINE
PASTORA’S WINE
F
%
F
%
PhP960 52
74.3
56
80.0
PhP1, 200
17
24.3
12
17.1
PhP1,400
1
1.4
2
2.9
________________________________________________________________________
TOTAL
70
100
70
100
Place of Buying Bugnay Wine
Table 9 shows the buying place of bugnay wine. The respondents bought bugnay
wine in trade fairs (44.3%), at La Trinidad Public Market (32.9%) in processors’ stores
(32.9%),”pasalubong”stores (21.4%),wine stores (15.7%),Baguio City Market (8.6%),and
the rest at Benguet State University and supermarkets and groceries.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
27
Table 9. Buying place of bugnay fruit wine
PLACE/OUTLET
FREQUENCY PERCENTAGE
La
Trinidad
Market
23
32.9
Baguio
City
Market
6
8.6
Supermarket/grocery
3
4.3
Processors stores
23
32.9
Pasalubong center
15
21.4
Trade
fairs
31
44.3
Wine stores
11
15.7
BSU
Marketing
2 2.9
Strawberry farm
2
2.9
*multiple answer
Other Kinds of Wine Bought
Since majorities (61.4%) of the respondents were residing at La Trinidad, 50%
indicated that they bought strawberry wine, the most popular product in the locality.
Other respondents bought cherry wine (45.7%), Yakon wine (14.3%), rice wine 7.1%
other locally made fruit wines. Their were few respondents who bought imported brands’
like Novelino (Table 10).
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
28
Table 10.Other kinds of wine bought by the respondents
KINDS
OF
WINE
FREQUENCY PERCENTAGE
________________________________________________________________________
Strawberry
wine
35
50
Yakon
wine
10
14.3
Cherry
wine
32
45.7
Guava
wine
4 5.7
Sorrel
wine
4 5.7
Honey
wine
1 1.4
Mango
wine
2 2.9
Rice
wine
5 7.1
Novelino
2 2.9
*multiple answer
Number of Years in Consuming Bugnay Wine
As presented in Table 11, 42.9% have been consuming wine for less than
a year, closely followed by 41.4% who have been consuming wine for one to two
(1-2) years, while the rest (15.7%) for more than three (3) years.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 11. Number of years in consuming wine
NUMBER
OF
YEARS FREQUENCY PERCENTAGE
________________________________________________________________________
Less
than
1
year 30
42.9
1-2
years
29
41.4
More
than
3years
11
15.7
________________________________________________________________________
TOTAL 70
100
Reasons for Buying Bugnay Fruit wine
Consumer’s preference to buy a certain food items is influenced by several
reasons. In the case of bugnay wine, several reasons were identified by the respondents
(Table 12).Majority (67.1%) of the respondents bought wine for special occasions. Thirty
two (45.7%) indicated that they bought wine for gifts/pasalubong, and 24.3%bought wine
for personal/family consumption.
Table 12. Reasons for buying bugnay wine
REASONS
FREQUENCY PERCENTAGE
________________________________________________________________________
Personal/Family Consumption
17
24.3
Special Occasions
47
67.1
Gift/pasalubong
32
45.7
*multiple answer
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Consumers of Bugnay Wine in the Family
Table 13 shows who consumed bugnay wine in the respondents’ family, thirty
one (44.3%) indicated” me alone”,15.7%me and my friends, another 12.9%respondents
indicated that they consume wine with all the family members, followed by 8 (11.4%)
respondents indicated that they consume wine with their spouse and 2.9% spouse only.
Table 13. Bugnay wine consumers in the family
CONSUMERS FREQUENCY PERCENTAGE
________________________________________________________________________
Me
alone
51
72.8
Spouse
2
2.9
Me and spouse
8
11.4
All
family
members
9 12.9
________________________________________________________________________
TOTAL 70
100
Important Reasons for Consuming Bugnay Fruit wine
Table 14 indicates the primary and secondary reasons for consuming bugnay
wine. The primary motivation for consuming bugnay wine in this cluster is for health
(41.4%) while the first secondary reason as indicated by the respondents is for
socialization (47.1%).
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 14. Primary and secondary reasons for consuming bugnay wine
REASONS
PRIMARY REASON SECONDARY REASON
__________________ _____________________
F
%
F
%
________________________________________________________________________
Health
reason
29
41.4
- -
Appetizer
13
18.6
13
18.6
Part
of
meal
1
1.4
7 10
Relaxation
18
25.7
17
24.3
Socialization
9 12.9
33
47.1
________________________________________________________________________
TOTAL 70
100
70
100
Frequency of Bugnay Wine Consumption
Table 15 shows the frequency of consuming bugnay wine by the respondents.
Result shows that 30% of the respondents consume wine two to three (2-3) times a week,
27.1% two to three (2-3) times a month, 22.9% consume wine once a month. Other
respondents are consumed wine once a year (10%), 8.8% daily and only 1 %
occasionally.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
32
Table 15. Frequency of bugnay wine consumption
FREQUENCY OF WINE CONSUMPTION FREQUENCY PERCENTAGE
________________________________________________________________________
Daily
6
8.6
2-3 times a week
21
30
2-3 times a month
19
27.1
Once a month
16
22.9
Once a year
7
10
Occasionally
1 1.4
________________________________________________________________________
TOTAL
70
100
Time of Consumption
Table 16 shows that majority (65.7%) of the respondents consumed wine anytime
of the day as they needed. Some respondents (31.4%) also consumed wine at dinner and
few (2.9%) consume wine at lunch time.
Table16. Time of consumption
TIME
OF
CONSUMPTION
FREQUENCY PERCENTAGE
________________________________________________________________________
Lunch
2 2.9
Dinner
22
31.4
Anytime
46
65.7
________________________________________________________________________
TOTAL
70
100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
33
Bugnay wine Attributes Considered in Purchasing Wine
The Bugnay wine attributes considered in purchasing wine is shown in Table 17.
Considered Very important for almost half (48.6%) of the respondents was
product information followed by price (40%). The latter was also rated as important
(38.6%). Around 20-26% considered label, brand and product information as moderately
important. Likewise, label and brand were considered of little importance by 31.4% and
34.3%, respectively.
Table 17. Wine attributes and importance influencing consumer’s preference
PARTICULAR PRICE
LABEL COLOR BRAND PRODUCT INFO
______ _______ _______ _______ ______________
F % F % F % F % F %
________________________________________________________________________
Very important 28 40 3 4.3 3 4.3 2 2.9 34 48.6
Important
27 38.6 3 4.3 14 20 14 20 12 17.1
Moderately impt. 9 12.9 17 24.3 11 15.7 18 25.7 15 21.4
Little important 4 5.7 22 31.4 15 2 1.4 24 34.3 5 7.1
UN important 2 2.9 25 35.7 27 38.6 12 17.1 4 5.7
________________________________________________________________________
TOTAL 70 100 70 100 70 100 70 100 70 100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
34
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This section presents the summary of the findings of this study. This was
conducted at Benguet State University, La Trinidad Benguet and Bauko, Mountain
Province from December to January 2008. The study aimed to determine the sensory
evaluation (color, taste and strength) and the consumers’ acceptability (color, taste,
strength and over-all acceptability) of bugnay fruit wine. The data was gathered through
the use of questionnaires issued to the respondents.
Sensory evaluation was employed to determine the sensory characteristics and
consumer’s acceptability of the product. There were 70 respondents composed of:
farmers, part time and fulltime employees, self-employed, businesspeople, housewives
and students of the place where the study was conducted
The bugnay wine products have color ranging from very light to very dark. In
terms of color characteristics, the Lang-ay fruit wine is described as dark and also
majority of the respondents described that Pastora’s fruit wine is light. In terms of taste
characteristics, Lang-ay fruit wine is bitter as indicated by most respondents while sweet
for the Pastora’s best fruit wine. As to the strength characteristics, respondents indicated
that both wines (Lang-ay fruit wine and Pastora’s best fruit wine) are balance. On the
over-all acceptability, the two (2) bugnay fruit wine have the same acceptability rating
(majority) or the two wines are also found that they are accepted/liked by the
respondents.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
35
On the willingness of the respondents to buy the tasted wine, more than half liked
to continue consuming/buying the bugnay wine. In terms of price respondents suggested
that both wines(Lang-ay and Pastota’s fruit wine) are worth PhP 80 per bottle and PhP
960 per case.
For the purchase area/outlet, trade fair has obtained the highest percentage. As to
the other kinds/brands of wine bought almost half (50%) of respondents indicated
strawberry wine. In terms of the length of time in consuming bugnay wine, less than one
year has the highest percentage while the reasons for buying wine it is mostly for special
occasions and me alone got the highest percentage for the consumers of wine in the
family.
The primary motivation in consuming wine is for health reason and the secondary
reason is for socialization. As to the frequency of consuming wine 2-3 times a month has
obtained the highest percentage while for the time of consumption most respondents
consume wine anytime of the day.
As to the importance/attributes influencing the consumer’s preferences in buying
bugnay wine product information got the highest importance value and the least
importance is color.
Conclusions
Based on the findings of the study the following conclusions are derived:
1. The bugnay fruit wine product formulated produce sensory characteristics that
are acceptable to the consumers, as indicated by the results of consumer’s over-all
acceptability test.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
36
2. Generally, both wine samples of bugnay fruit wine product are liked/accepted
by the respondents, despite the differences on the result in terms of color, taste, strength
and the over-all acceptability.
Recommendations
In the light of the findings and conclusions of the study the following
recommendations are presented:
1. Fruit wine processors should be aware of attending seminars regarding on fruit
wine production and marketing to gain and/or enhance their knowledge in managing their
business.
2. Fruit wine processors or entrepreneurs would be better of branding their
products as it tends to give the impression to consumers of quality and safeness for
consumption.
3. It is also recommended that feasibility study should be done to identify the
profitability of bugnay fruit wine.
4. The result will be the basis of the product processors in improving or making
innovations on the product.
5. Promote consumption of fruit wine especially bugnay as to its health benefits
from it.
6. It is important for processors of bugnay fruit wine product to include their
labels, product information’s such as ingredients, nutrition information, alcohol content,
BFAD certification and number, processors and others. This is a vital for small
enterprises whose products and brand are not yet known in the market.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
37
7. Small-scale bugnay fruit wine processors may find it costly to establish their
own brands and label. A municipal or provincial “Seal of Quality” may be explored
where the local government unit in partnership with concerned line agencies and
processors who would comply with set standards. This strategy is being done in many
provinces to promote there specialty products.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
38
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Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
41
APPENDIX
A. Survey Questionaire
Dear Respondent,
You are kindly asked to compare the two wine prepared from bugnay/bignay wine
by two processors. The comparison focuses on the color, taste, strength and overall
acceptability of the two wines. On the next page, you are also kindly requested to provide
your details.
I. PERSONAL PROFILE
1. Name: ____________________________________________
2. Home Address: _____________________________________
3. Age:
( ) 18-40 Young Adult ( ) 41-65 Old Adult
4. Sex:
( ) Male ( ) Female
5. Civil Status:
( ) Single ( ) Married
6. Educational attainment:
( ) Elementary Graduate ( ) College Graduate
( ) Highshool Graduate ( ) others (pls. specify) _______
7. Occupation:
( ) Farmer ( ) Retired
Consumers’ Evaluation of Bugnay Fruit Wine
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42
( ) Employed (part time) ( ) Housewife
( ) Employed (fulltime) ( ) Student
( ) Self-employed ( ) Others (pls.specify) ________
( ) Businessman/woman
8. Household description:
( ) Living alone ( ) Living a family with____ members
9. Household average monthly income
( ) less than P10, 000 ( ) P16, 000-P20, 000
( ) P10, 000-P15, 000 ( ) others (pls. specify) ______
Task 1: Compare two fruit wine (check for each sample)
Score
Color
Sample XX
Sample XY
1 Very
light
2 Light
3 Dark
4 Very
Dark
Score
Taste
Sample XX
Sample XY
1 Sour
2 Sweet
3 Salty
Score Strength/Intensity
Sample XX
Sample XY
1 Acidic
2 Balance
3 Rich
4 Tart
ACIDIC-a wine with a noticeable sense of acidity
BALANCE-all of the wines components (sweetness, acidity, tannins) blend together
RICH-a sense of sweetness in the wine that is excessively sweet
TART-a wine of high level of acidity
Score Overall
Acceptability
Sample XX
Sample XY
1 Extremely
disliked
2 Disliked
3
Neither liked nor disliked
4 Liked
5 Extremely
liked
Consumers’ Evaluation of Bugnay Fruit Wine
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43
1. Would you liked buy the tasted wine if they were available in the market?
Sample XX Yes (1) No (2)
Sample XY Yes (1)
No (2)
2. How much you pay for single bottle? (Suggest a price)
Sample XX
80
100
120
Sample
XY
80
100
120
3. How much you pay for the case of 12 bottles? (Suggest a price)
Sample
XX
960
1200
1400
Sample
XY
960
1200
1400
II. BUYING AND CONSUMPTION PATTERN
1. Where do you usually buy bugnay/bignay wine?
( ) Public market, pls. specify place
( ) La Trinidad
( ) Baguio City Market
( ) Supermarket/Grocery
( ) Trade Fairs
( ) Processor’s stores
( ) Wine stores
( ) Pasalubong Center
( ) others (pls. specify) _______
2. What other kinds of wine do you buy aside from bugnay/bignay wine?
( ) Strawberry wine ( ) other local brands (pls. specify) ______
( ) Yakon wine
( ) Imported brands (pls. specify) _______
( ) Cherry wine
3. How long have you been a bugnay/bignay wine consumer?
Consumers’ Evaluation of Bugnay Fruit Wine
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44
( ) less than 1 year
( ) 1-2 years ( ) more than 3 years
4. What are your reasons for buying bugnay/bignay wine?
( ) Personal/family consumption
( ) Gift/Pasalubong
( ) Special Occasions
( ) Others (pls. specify) ________
5. Who consume bugnay/bignay wine in the family?
( ) Me alone
( ) me and spouse
( ) Children
( ) Other (pls. specify) ___________________
( ) Spouse
6. What are the most important reasons for consuming bugnay/bignay wine?
Indicate the primary and secondary reasons. (Pls.check one for each column)
Motivation Primary Secondary
Health reasons (heart-healthy-
immunity booster antioxidant, help reduce
weight etc.)
Appetizer
Part of meal(routine)
For relaxation
Socialization
Others(pls. specify)
7. How often do you consume bugnay/bignay wine?
( ) Daily
( ) once a month
( ) 2-3 times a week ( ) once a year
( ) 2-3 tomes a month
8. A what moment of the day do you consume bugnay/bignay wine?
( ) Lunch ( ) Dinner ( ) Anytime
III. THE IDEAL BUGNAY/BIGNAY WINE
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
45
We want you to consider each wine using the features that are important to you.
Please rank the following:
Some attributes which maybe considered when purchasing Bugnay Wine are:
Attributes Description
Ratings
XX XY
Price
Price per bottle(700-750ml) of wine
Labeling
The attractiveness of the bottle label
Color
The color of wine weather dark or light
Brand
The wine processor
Product
information
The presence of product
information(ingredients, alcohol content, sugar content,
BFAD#,expiry date etc)
*1- is the most important
*5-least
important
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
GOMGOM-O, LYN P. APRIL 2008. Consumers’ Evaluation of Bugnay Fruit
Wine in Bauko, Mountain Province. Benguet State University, La Trinidad, Benguet.
Adviser: Marie Klondy T. Dagupen, Ph D.
ABSTRACT
This study was conducted to determine the sensory evaluation and consumers’
acceptability of bugnay fruit wine.
The study was conducted from December to January 2008. A total of 70
respondents from fruit wine consumers’ in Benguet State University (BSU) and Otucan
Bauko, Mountain Province were taken as the respondents of the study. A survey
questionnaire was distributed to gather the necessary information needed. Product tasting
was also employed to the respondents. The data were tabulated, analyzed, discussed and
interpreted using descriptive statistics such as percentages, means, and frequency counts
was used primarily to describe data.
This study reveals that a great majority of the respondents was residence of La
Trinidad and most of them were in the age range of 18-40 years. There were slightly
more male than female. Most respondents were single and more than half of the
respondents were living with family with a household size of 2-4 and 5-7 members. Most
respondents were college graduate and a fulltime employee they are receiving a salary
below the cost of living.
The descriptive analysis indicates that the bugnay fruit wine has color ranging from
light to dark. Regarding the taste the Lang-ay wine was bitter while the Pastora’s wine is
sweet. As to the strength/intensity, both wine are balance.
The two bugnay wine products are”liked” by consumers in terms of color, taste and
strength /intensity.
Consumers are willing to buy Bugnay wine if available in the market with a given
price of PhP 80 per bottle (700-750 ml) and a price of Php 960 per case. During trade
fairs were the preferred of the respondents to bought bugnay wine. Most of them bought
other local brands of wine such as strawberry wine, most respondents have been
consuming wine for less than a year, and they just buy wine for the special occasion.
Most respondents were alone in consuming wine within in the family, with a primary
motivation in consuming is for health while for socialization is the first secondary reason.
Frequency of consuming wine is 2-3 times a week and is drunk anytime of the
day. In addition, product information was the very important attributes considered in
purchasing wine.
It is therefore recommended that fruit wine processors should improve the
packaging in order to establish their own brand. They should also aware of attending
seminars regarding wine production and marketing strategies in order for them to capture
a bigger market share.
ii
TABLE OF CONTENTS
Page
Bibliography.................................................................................................... i
Abstract.......................................................................................................... i
Table of Contents...........................................................................................
iii
INTRODUCTION......................................................................................... 1
Rationale of the Study.........................................................................
1
Statement of the Problem....................................................................
2
Objectives of the Study......................................................................
2
Significance of the Study...................................................................
2
Scope and Delimitation of the Study.................................................
3
METHODOLOGY......................................................................................... 4
Locale and Time of the Study............................................................
4
Respondents of the Study...................................................................
4
Profile of the Respondents.................................................................
4
Data Collection..................................................................................
7
REVIEW OF LITERATURE.........................................................................
9
Factors Influencing Consumers’ Perception and Behavior..................
9
Product Development...........................................................................
10
Product Attributes................................................................................
11
iii
Brand Preferences of Consumers’........................................................
11
Quality..................................................................................................
12
Price.....................................................................................................
13
Bottling.................................................................................................
13
Labeling...............................................................................................
15
Packaging.............................................................................................
15
Taste.....................................................................................................
15
Sensory Evaluation..............................................................................
16
RESULT AND DISCUSSION.......................................................................
22
Color....................................................................................................
22
Taste.....................................................................................................
22
Strength/Intensity.................................................................................
23
Consumers’ Over all Acceptability of Bugnay Fruitwine...................
24
Willingness to BuyBugnay wine if Available in the Market...............
24
Preferred Price of Bugnay wine..........................................................
25
Place of Buying wine..........................................................................
26
Other Kinds of Wine Bought..............................................................
26
Number of Years for Consuming Bugnay wine................................
27
Reasons for Buying Bugnay wine......................................................
28
Consumers’ of Bugnay wine in the Family........................................
29
Important Reasons for Consuming Bugnay fruitwine.......................
29
Frequency of Bugnay wine Consumption.........................................
30
iv
Time of Consumption........................................................................
31
Bugnay wine Attributes Considered in Purchasing wine..................
32
SUMMARY, CONCLUSIONS ANDRECOMMEDATIONS....................... 34
. Summary............................................................................................
34
Conclusions........................................................................................
35
Recommendations..............................................................................
36
LITERATURE CITED...................................................................................
38
APPENDIX………………………………………………………………….
41
A. Survey Questionnaire....................................................................
41
v
INTRODUCTION
Rationale of the Study
Mountain Province particularly the municipality of Bauko has a moderate warm
climate and is abundant in fruits of all kinds. Most of the people market
their fruits as fresh. Fruits easily rot so most of the fruits when not sold are fed to pigs or
used as fertilizers .Almost all households have fruit trees so the nearest town where fruit
growers could market their products is Bontoc, which is one and a half hour ride by land.
Rice farming and gardening are the main sources of income in Mountain
Province. Fruit processing is an alternative source of income if done properly so as last
long for selling.
Wine making in Mountain Province started in Barangay Otucan, Bauko Mountain
Province .Mrs. Corazon Andres, a native and resident of Otucan was the only person
making wine until Mrs.Pastora Gomgom-o became interested and engaged in wine
making, thus she partnered with Mrs. Andres.
In 1991, many residents joined the band and thus processing was extended to the
nearly towns of Bila, Sabangan and Sagada.
In 1998, due to some problems encountered in processing and marketing, the
Processors sought technical assistance from the Department of Trade and
Industry (DTI) and the Department of Science and Technology (DOST).For this reason,
the two Departments partnered in conducting training courses in wine making.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
2
As a result, the wine products improved and became popular. It also became one
of the most featured products during the “LANG-AY FESTIVAL” of Mountain Province
in 2004, thus the market expanded.
In order to sustain the industry there is a need for improving product quality and
producing according to the consumer requirement. It is in this line that a sensory
evaluation of the consumers was done to improve sensory quality of the product and to be
able to compete with other brands of fruit wines in the market.
This study was conducted to evaluate the sensory characteristics of two brands of
bugnay wine in Mountain Province and to determine the consumers’ acceptability of the
wines.
Objectives of the Study
This study aimed to promote bugnay wine products from Mountain Province.
It answered the following objectives:
1. To determine the sensory evaluation of the bugnay wine such as color,
taste and strength.
2. To determine the consumers’ acceptability of the bugnay wine.
Significance of the Study
The result of this study can be used as information or reference for future
researchers who will be conducting similar studies and may also serve as guide for the
fruit wine processors.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
3
Scope and Delimitation
The study focused on two brands of bugnay wines produced in Mountain
Province. The respondents included individuals who were willing to taste the wines. For
ease of conduct, wine tasting sessions were done in the school and in Otucan, limiting the
breadth of respondents.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
4
METHODOLOGY
Locale and Time of the Study
The study was conducted in Benguet State University, La Trinidad Benguet and
Bauko, Mountain Province from December to January 2008.
Respondents of Study
The respondents of the study were seventy (70) potential and actual wine
consumers with characteristics described in the following sections.
Profile of the Respondents
Table 1 summarizes the profile of the respondents. Majority (61.4%) of the
respondents were from Benguet State University while 38.6% were from Bauko,
Mountain Province. Most (78.6%) of the respondents belonged to the age range of 18-40
years and the rest within the age range of 41-65 years. Out of the 70 respondents, 36
(51.4%) were male and 34 (48.6%) female. Most (71.4%) were single and only 28.6%
were married.
The distribution of educational attainment was concentrated in College graduate
(44.3%), high school graduate (35.7%) and College students (14.3%).Fifty-two (74.3%)
was gainfully employed while 20% composed of students and 5.7% housewives. As to
household characteristics, more than half are living with family with a household size of
2-7 members. As to the average monthly income of respondents, 68.6% have monthly
income of less than Php 10,000. The rest have monthly income from Php 10,000-20,000.
Consumers’ Evaluation of Bugnay Fruit Wine
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Table 1. Personal Profile of the Respondents
PARTICULAR FREQUENCY PERCENTAGE
________________________________________________________________________
ADDRESS
BSU
La
Trinidad
43
61.4
Bauko
27
38.6
________________________________________________________________________
TOTAL 70
100
________________________________________________________________________
AGE (years)
18-40
55 78.6
41-65 15 21.4
________________________________________________________________________
TOTAL
70
100
________________________________________________________________________
SEX
Male
36
51.4
Female
34
48.6
________________________________________________________________________
TOTAL
70 100
________________________________________________________________________
CIVIL STATUS
Single
50
71.4
Married
20
28.6
________________________________________________________________________
TOTAL
70
100
________________________________________________________________________
HOUSEHOLD DESCRIPTION
Living Alone
30
42.9
Living with family 40 57.1
________________________________________________________________________
TOTAL 70
100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 1 Continued…
PARTICULAR FREQUENCY PERCENTAGE
________________________________________________________________________
HOUSEHOLD SIZE
2-4 members 19 27.1
5-7 members 19 27.1
8-10 members 2 2.9
No answer 30 42.9
________________________________________________________________________
TOTAL 70
100
_______________________________________________________________________
EDUCATIONAL ATTAINMENT
Elementary graduate
3
4.3
High school graduate
25
35.7
College graduate
31
44.3
College level
10
14.3
Graduate school
1
1.4
________________________________________________________________________
TOTAL 70
100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 1. Continued….
PARTICULAR FREQUENCY PERCENTAGE
________________________________________________________________________
OCCUPATION
Farmer
13
18.6
Part time employee
14
20.0
Full time employee
16
22.9
Self-employed
6
8.6
Business person
3
4.3
Housewife
4
5.7
Student
14
20.0
________________________________________________________________________
TOTAL
70
100
________________________________________________________________________
AVERAGE MONTHLY INCOME
<P10, 000
48
68.6
P10, 000-P15, 000
17
24.3
P16,000-P20,000 5 7.1
________________________________________________________________________
TOTAL
70
100
Data Collection
Bugnay wines produced by two different processors in Mountain Province were
served to the respondents for sensory evaluation. Each sample was coded. A
questionnaire was filled up by each respondent while tasting the wine.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
8
The sensory evaluation in La Trinidad was done at the Chrysanthemum hall
Benguet State University (BSU) while in Mountain Province the said sensory evaluation
was done at the Otucan Norte Barangay Hall.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
9
REVIEW OF LITERATURE
At present, Filipinos are just beginning to discover the pleasure of wine
consumption. However, some common alcoholic drinks are made by local farmers such
as “basi” in the Ilocos, “tuba” in the Visayan and Tagalog regions, “tapuy” in the
Mountain Province and “meding” in some provinces of Luzon.
In the future, it is expected that when the use of wine will become popular in the
typical Filipino home, big establishments for wine production could be set up. For the
prospect of producing quality wines in the Philippines is indeed very bright (Sanchez and
Dizon, n.d.).
Factors influencing Consumers Perception and Behavior
Tigo (2004), cited that one perception of a certain thing determine the over
Behavior exhibited under a given condition. Perception is the process of becoming aware
of objects, qualities, relation or a problem which is closely related to action. Myers
(1981), as cited by Tigo (2004), stated that perception refers to how we comprehend the
objects and events in external reality around us.
A person’s buying decisions are also influenced by psychological factors such as:
motivation, perception, learning and beliefs and attitudes. A need becomes motive when
it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently
pressing to direct the person seeks satisfactions of the need (Kotler, 2000).People have
choices that depend upon the information they received, the influenced of the
Consumers’ Evaluation of Bugnay Fruit Wine
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environment. Preferences of people are based on their taste, what they see and what ever
information they hear about the product.
Consumers perception are also influenced by personal characteristics, this include
the consumer’s age, occupation and personality.
Product Development
Product Development is production of commodity or good through invention or
innovations. A commodity is produced or developed as a result of several research
experimentation trials. Thus product development takes a full knowledge, skills and
capital investment to produce product that are acceptable to consumers (Kotler, 1986).
The process of product development needs to be undertaken carefully and
methodically. Considerations need to be given to all steps in the development process
from creating a prototype and testing a product’s marketability to intellectual property
protection and how you will source your raw materials you should also consider ways in
which you will guarantee the quality of you products, and think about future possibilities
of their expansion and improvement (Anonymous, 2006).
Anderson (2006) stated that the consumers are key decision maker in
development of simple processing. Their taste and preference influence the types and
quality (size, shape and color) of the product and most likely for consumers to find a
readily acceptable product. The purchasing power is the determining factor on the quality
and acceptability of the product.
Consumers’ Evaluation of Bugnay Fruit Wine
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Product Attributes
Product attributes are characteristics by which products are identified and
differentiated. It usually comprises features, functions, benefits, and uses. Market
research (UK, 2003) defines products as a combination of attributes or features, and that
the attributes can be specified at different levels. This is consistent with a key principle in
marketing: consumers do not consume products but rather they benefits conferred by the
features of products.
Brand Preferences of Consumers
Brands are some total of all images that people have in their heads about a
particular company; brands represent promises made regarding what we can be expected
from a product, service, or company (Gordon, 2002).
Branding is an important part of marketing decision and the marketing mix
because one of the major ways that organizations identify their product(s) is by the brand.
Some concepts related to branding are brand name, brand marks, trade marks and trade
name (Lusch and Lusch, 1987).
Consumers view a brand as an important part of the product and branding can add
value to the product. Branding has grown so strong that today almost everything is
branded (Kotler, 2000).
Branding helps buyers in many ways; brand names tell the buyer 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 results is more
Consumers’ Evaluation of Bugnay Fruit Wine
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12
product variety and choices for consumers; it also provides much more information about
the product and where to find them.
Brand choice of consumers may also depend on the price level, advertising, and
promotional activities of the product (Pride and Ferrell, 1983).
Quality
Jongen (2000) describes quality with respect to food products as “to meet the
expectations of the consumers”.
Quality includes durability, reliability, precession, ease of operation and repair
and other valued attributes. In the case of fruit wine, consumer’s choice of brand would
also depend on its quality. Quality here pertains to the taste, texture, nutritional value,
packaging and labeling of the product.
A good sign of quality is balance. A wine is balanced when all of the wines
components (sweetness, acidity, tannins) blend together. The balance or potential to be
balanced after ageing is a sign of quality.
Quality is a characteristic of wine that is both difficult to define and to
communicate. The level of quality required may vary upon a variety of circumstances
including the consumption occasion (Quester and Smart, 1998). The quality of the wine
however is difficult to evaluate objectively.
Groves et al. (2000) suggests that wine quality is compost of hedonistic and
aesthetic components of wine consumption. These are the felt experiences resulting from
the pleasure of drinking wine.
Consumers’ Evaluation of Bugnay Fruit Wine
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The ability to evaluate the over all quality of a wine is largely based the taste upon
the taster’s previous experience. All judgments of wine are subjective, influenced by the
memory of wines previously tasted. Thus, wine quality is easier to recognize than it is to
define. A wine maker’s ability to recognize wine quality can be enhanced by frequent,
regular tasting of many different wines. In addition it is helpful, especially for the in
experienced, to taste wines, using a standardized and systematic method (Cooke,n.d.).
Price
The price of the product is one of the highest influencing factors that determine
the behavior of consumers. For some consumers, they perceive a product with low price
as less quality and a high price product as a quality. However, most buyers nowadays are
practical. They sacrifice the other attributes of a product for low price.
Koewn and Casey (1995) found that pricing was extremely important to all
respondents in a study of wine purchasing influences. Generally, price is an important
cue to quality when there are few cues available, when the product cannot be evaluated
before purchase, and when there is some degree of risk of making a wrong choice (Cox
and Rich, 1967).
Bottling
Bottling is an important stage for wine making. If it is done carelessly it can ruin
all the efforts during the early stages.
Consumers’ Evaluation of Bugnay Fruit Wine
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14
Here are some important considerations in wine making bottling:
1. Selecting the type of bottle
The effect of different colored bottles is an important thing to remember. Wine in
dark colored bottles usually show fewer tendencies to oxidize them the same wine in light
colored bottles to prevent loss or reduction in color while white wines must be stored in
clear glass bottles.
Use bottles that are round and uniform in size. They can be stored more easily and
are not difficult to accommodate in the storage room.
2. Cleaning and sterilizing bottles
All bottles should be cleaned very well with hot water and detergent using a bottle
brush to reach all angels inside. Finally, rinse with clean and fresh water. Let them drain
in an inverted position thus causing the minimum entry of air born impurities. To
sterilized the bottles place a 2% sulfur dioxide solution in it. Allow to stand for 15
minutes and drain. Swirl the bottle with little amount of boiled top water. Drain. Cover
with foil until ready for use.
3. Choice of Seal
Plastics covers are now widely used since these are easier to clean and are
reusable. But these do not sell as tightly as corks do.
4. Filling the Bottles
The easiest method of filling the bottle is to use a clean sterile funnel in pouring
the wine from the bigger storage vessel. Bottles must be filled up to 1-1.5 inch head space
using tygon tubing. Cork them at once right after filling to prevent much exposure of
wine to atmospheric oxygen that causes oxidation.
Consumers’ Evaluation of Bugnay Fruit Wine
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15
Labeling
Before storing wine, it should be properly labeled. This is a convenient guide in
knowing the age of the wine, the fruit it is made of and other important information about
it. In writing the label, use water proof drawing ink. If the storage room is damp, the
labels maybe removed after a while. The label should centrally placed between the seams
of the bottle and do not overlap them, as an eye appeal is important.
For a more complete data, keeping a record book is a suggestion. In this book, all
information given on the label as well as other information related with the manufacture
of wine is jotted down. This helps a wine maker to avoid past errors and serves as guide
for future improvements.Wine labels help to established a winery’s image and define
brands (Fowler, 2000).
Packaging
In wine marketing, packaging and labels assume undeniable influence with
packaging forming an integral part of wines promotions and consumption (Thomas 2000,
Charters et.al. 2000).Wine packaging includes the front label, back label, bottle and bottle
shape, cask, package and awards.
Taste
When asked they choose a particular wine, Koewn and Casey (1995) found that
the taste of the wine was a dominating factor for wine consumers. Thompson and
Vourvachis (1995) found that taste was the most highly correlated attribute relating to
wine choice and no tend that this was to be expected as it is frequently found to be the
Consumers’ Evaluation of Bugnay Fruit Wine
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16
key attitudinal factor in studies of wine choice. The taste of the wine represents one of the
major perceived by Mitchell and Greatorex (1998) they found that the taste of wine was
the risk that concerned consumers most.
Concept on Sensory Evaluation
Sensory evaluation. The institute of Food Technologist’s (IFT) Sensory
Evaluation Division USA defines evaluation as a “scientific discipline used to evoke,
measure, analyze and interpret sensations as they are perceived by the senses of sight,
smell, taste, touch, and hearing” (Prell, 1976).
Sensory evaluation is the science of judging and evaluating the quality of food by
the use of the senses, i.e. taste, smell, sight, touch, and hearing (Meilgard et al.,1991).
Simply stated, sensory evaluation is divided into two methods, subjective and
objective testing. Subjective tests involve object panelists, while objective testing
employs the use of lab instruments with no involvement of the senses. Both tests are
essential in sensory evaluation and necessary in a variety of conditions (Meilgard et
al.,1991).
One such subjective test is the use of the hedonic scale method this rating scale
method measures the level of the liking of foods, or any other product where an affective
tone is necessary. This test relies on people’s ability to communicate their feelings of like
or dislike. Hedonic testing is popular because it maybe used with untrained people as
with experienced panel members. A minimum amount of verbal ability is necessary for
reliable results (OMahony, 1986).
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Sensory evaluation is food science and technology, designed to translate
qualitative information into numerical data by applying a statistically valid experimental
design and controlled testing conditions. These sensory evaluation methods are widely
used by food industry and academics (Van Oirshot, QEA et. al. n.d).
Sensory evaluation can derived from two different types: 1st rating/ranking-
scaling and making. Can be done along several dimensions on category or graphics (line)
scales. This is done to quantify relatively big differences between products. Second is
difference testing such as paired comparison and triangle test. This is use to demonstrate
the existence of small differences. The results are analyzed using binomial statistics.
Alternatively, sensory evaluation can be divided based not upon the tools used but upon
what is being measured (Delwiche, 2002). Sensory evaluation is a procedure that is quite
often in food science and technology because such sensory characteristics of food
products as flavor (odor and taste), color and texture are closely involved with consumer
appreciation and acceptance (Wasserman, 1981).
The use of sensory evaluation adopted from industrial practice would contribute
to the researcher’s achievement of higher level of attainment particularly in attainment
target number 3: planning and (marketing) making. Within UK, as in all industrialized
societies and food companies need to ensure that they develop products that are
appropriate for increasingly sophisticated consumer markets to which the flavor of food
and drink is important. Sensory evaluation is used in a manner of ways to ensure that the
company’s product is maintained or increased or if not, will be acceptable to consumers.
Sensory evaluation as it used with consumers, depends upon the human ability to
asses and the physical stimuli of the individuals’ socio-cultural context. It is rare that a
Consumers’ Evaluation of Bugnay Fruit Wine
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18
product, particularly food and drinks, stimulates only one sense. Assessment of food and
drinks depends mainly on responses to taste, smell, and pain (trigeminal nerve response),
triggered by chemical receptor cells in the mouth and nasal cavity. These combined
responses refers to as flavor triggered sight, hearing and touch; and are affected by the
mouth, feel and after taste of food and drinks (Pratt,n.d.).
Food perceptions and preferences are very complex as they are formed through
sensory and non-sensory influences. This is to evaluate the overall preference; sensory
related segmentation is often used. This approach takes unto account sensory, hedonic
and cognitive aspects (Januzewska, 2006).
In this modem age, there is undeniable impetus in the use of sensory evaluation as
a tool of measuring product characteristics and acceptability. For commodities, this
concept has been greatly utilized in the determination of product attributes and quality
level relative to degree of consumer preferences (Daget, 1977).
Today’s consumers are discerning, demanding and more knowledgeable about
food and expect products which are safe, good value and high sensory quality. Therefore,
knowing consumer’s preference and perceptions of the sensory characteristics of a
food/drink product is very important to food manufacturers and retailers alike.
Total or overall sensory evaluation of foods is highly complex because it involves
the use of several senses, each of which evaluating one sensory parameter (Kramer,
1973a). Although sensory evaluation is the ultimate measure of sensory qualities of food
products, it is always subjective, time consuming and costly (Noble, 1975).
Products evaluation may also include development of objective test procedures on
the basis of sensory data. Perhaps correlation studies between known chemical and
Consumers’ Evaluation of Bugnay Fruit Wine
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19
physical test and sensory evaluation results could be done. It is of great importance
especially to the industry to be able to translate sensory information into those
measurable by instruments. This way, data could be anchored to some objective test
(Elliot et al., 1969).
The use of a range technical, symbolic and other means of representation for
sensory evaluation contributes to high quality product development in the food industry.
Without appropriate sensory analysis, there is a high risk of market failure.
Sensory analysis is too frequently often overlooked as a requirement before
Product launch, and is often carried out to poor standard (Arazi and Kilcast, 2001).
Sensory testing has been developed into a precise, formal, and structured
Methodology that is continually being updated to refine existing techniques. The
developed methods serve economic interests and can establish the worth or acceptance of
as commodity. Sensory tests offer a course to select the product that optimizes value for
Money. Sensory evaluation is used as a practical application in product development by
aiding in product matching, improvements, and grading. Research is another area where
Sensory evaluation is frequently used. Evaluation of product maybe needed to determine
the effects an experiment had on its subject. Finally, quality control and marketing is yet
another application of sensory testing (Meilgard et al., 1991).
Market research is therefore about consumer’s reaction to a product rather than
the actual product itself. Traditionally tests to identify acceptability of a product or
preference for one of a range of product are used. Scaling (hedonic) test to express the
degree of like and dislike of the consumers response to products are integrated an order to
identify the characteristics of the product to be developed. The techniques for product
Consumers’ Evaluation of Bugnay Fruit Wine
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20
evaluation and development are the sensory characteristics of food, simple one sense
tests; and a range of statistical test (Pratt, n.d.).
Commercial winemakers have the formidable task of properly and reliably
evaluating wine quality, as well as developing and applying an understanding of
consumer taste preferences. Fortunately hobby winemakers need only be concerned with
pleasing their own tastes. Even so, certain skills are helpful, such as the ability to
recognize volatile acidity, or tartness (acidity levels) and sweetness or lack of sweetness
(Is the wine dry or slightly sweet?) practical methods for sharpening these kinds of
tasting skills are given in how to test and improve your wine judging ability.
A survey of 30 food industries in Metro Manila revealed that sensory test by a
single expert was heavily relied upon as a quality control tool for product inspection
(Gatchalian, 1978). Interest was geared towards identification of defects or unexpected
characteristics easily observable on the products. Most of the time, this was done by the
product line inspectors. None reported using sensory evaluation as an aid to produce
quality maintenance, although this is a major quality control function for many
progressive industries in developed countries.
Although majority of researchers and discoveries in the field of sensory
evaluation coverage greatly on the area of foods, it maybe well to emphasize at this point
that other than flavor and taste qualities, most sensory tests can be utilized for qualities
measurable by the human senses. Thus, texture measurement could be applied to textile,
leather, wood, fiber, paper etc.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
21
The concept of sensory tests has been utilized even at the earliest period of
Human’s existence. Man since his creation, has relied on his senses and experienced in
the selection of commodities that he needs (Gorman, 1975).
With the passage of man’s desires and the levels of selectivity increased in
degrees of sophistication (Wurhmah, 1977).With varied types of product made available
for needs, the choice was no longer only for survival but also for satisfaction. Thus a
product’s lifetime in the market could be measured by the degree of satisfaction it
provides its consumer who invariably put a lot of weight on their preferences through this
senses. There appears then the need to identify the factors associated with the commodity
that could provide information on man’s basics for selection. Necessarily this would
involve sensory characteristics which can identify with the use of his sense. Texture can
be characterized by the senses of feel or touch; color or appearance by the sense of sight;
flavor by the sense of test; and odor by the sense of smell; each sense being a function of
a particular human organ.
Perhaps the most important and essential tools available to winemakers are their
senses. With sight one can critically examine a wine’s appearance; with smell detect
pleasing and non-pleasing odors; with tests perceive desirable and undesirable flavors.
Thus, sensory analysis not only is the ultimate test for evaluating wine quality, it is the
best method for controlling quality throughout wine making.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
22
RESULTS AND DISCUSSION
This chapter presents the discussion and analysis of the findings from the
data gathered from 70 respondents.
Respondents evaluated the product by comparing bugnay wine processed by two
processors as to its color, taste, and strength/intensity.
Color. The color of foods contributes immeasurably to a person esthetic
appreciation of them. It does not only send a message of expectation but also
provides clues to the condition of the foods (Navarra, 2005).
The evaluations of the respondents as to color of the two wines are presented in
Table 2. A weighted mean of 2.82 was computed from the ratings of Lang-ay wine which
means that the color is more of dark. On the other hand, Pastora’s wine was given a
rating of 1.84 meaning more of light color.
Table 2. Color rating of two wines
WINE
RATING
MEAN
DESCRIPTION
____________________
1 2 3 4
________________________________________________________________________
Lang-ay wine
1
13 53 3
2.82
dark
Pastora’s wine
13
55 2
-
1.84
light
*Rating description: 1-verylight 2-light 3-dark 4-very dark
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
23
Taste. Table 3 presents the weighted mean ratings of the respondents in terms of
taste of two wines. Lang-ay wine obtained a weighted mean rating of 2.41, this shows
that the taste is bitter, while the Pastora’s wine has a sweet taste as indicated by a
weighted mean of 1.94 by the respondents.
Table 3. Taste rating of two wines
WINE
RATING
MEAN
DESCRIPTION
__________________
1
2 3
________________________________________________________________________
Lang-ay wine
11
19 40
2.41
bitter
Pastora’s wine
8
58 4 1.94
sweet
*Rating description: 1-sour 2-sweet 3-bitter
Strength/Intensity. Table 4 of this study presents the evaluation of the respondents
on the two wines in terms of strength/intensity. A weighted mean was computed as 2 for
Lang-ay wine which implies that the strength/intensity is balance. For Pastora’s wine the
weighted mean was computed as 2.12, the result implies that the strength/intensity is also
balanced.
Table 4. Strength/Intensity rating of two wines
WINE
RATING
MEAN
DESCRIPTION
___________________
1 2 3 4
_______________________________________________________________________
Lang-ay wine
15
41
13
1
2
balanced
Pastora’s wine 5 53 10 2 2.12 balanced
*Rating description: 1-acidic 2-balance 3-rich 4-tart
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
24
Consumer’s Over-all Acceptability. As shown in Table 5, the two wines did not
significantly differ in over-all acceptability. They were all evaluated as “liked” by the
respondents. For Lang-ay wine the computed weighted mean is 3.57. On the other hand,
Pastora’s wine has given a rating of 3.81. The result implies that both wines are equally
liked by the respondents.
Table 5. Consumers’ over-all acceptability rating
WINE
RATING
MEAN
DESCRIPTION
___________________
1 2 3 4
________________________________________________________________________
Lang-ay wine
3 5 13 47 2 3.57
liked
Pastora’s wine
2 4 8 47 9
3.81
liked
*Rating description: 1-extremely disliked 2-disliked 3-neither liked nor disliked
4-liked 5-extremely liked
Willingness to buy Bugnay Wine if Available in the market
Table 6 presents the willingness of the respondents to buy the tasted fruit wine if
available in the market. Sixty-four (91.4%) of the respondents were willing to buy
Pastora’s wine while 60% were willing to buy Lang-ay wine.
Consumers’ Evaluation of Bugnay Fruit Wine
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Table 6. Willingness to buy Bugnay wine
WILLINGNESS TO BUY
LANG-AY WINE
PASTORA’S WINE
F
%
F
%
________________________________________________________________________
Yes
60
85.7
64
91.4
No
10
14.3
6
8.6
________________________________________________________________________
TOTAL
70
100
70
100
Preferred Price of Bugnay wine
For a given price of PhP80 per bottle (700-750), 72.9% were willing to buy Lang-
ay wine while 74.3% Pastora’s wine(Table 7).
The same is true per case of 12 bottles (Table 8). Majority of the respondents
chose the lowest price of PhP960 per case but there are still few 24.3% and 17.1% for
Lang-ay wine and Pastora’s wine, respectively who were to pay for a higher price of
PhP1,200 per case.
Table 7. Preferred price of bugnay wine per bottle (700-750ml)
PRICE
LANG-AY WINE
PASTORA’S WINE
F
%
F
%
________________________________________________________________________
PhP80
51
72.9 52
74.3
PhP100
14
20.0 17
24.3
PhP120
5
7.1 1
1.4
TOTAL
70
100
70
100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
26
Table 8. Preferred price of bugnay wine per case of 12 bottles
PRICE
LANG-AY WINE
PASTORA’S WINE
F
%
F
%
PhP960 52
74.3
56
80.0
PhP1, 200
17
24.3
12
17.1
PhP1,400
1
1.4
2
2.9
________________________________________________________________________
TOTAL
70
100
70
100
Place of Buying Bugnay Wine
Table 9 shows the buying place of bugnay wine. The respondents bought bugnay
wine in trade fairs (44.3%), at La Trinidad Public Market (32.9%) in processors’ stores
(32.9%),”pasalubong”stores (21.4%),wine stores (15.7%),Baguio City Market (8.6%),and
the rest at Benguet State University and supermarkets and groceries.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
27
Table 9. Buying place of bugnay fruit wine
PLACE/OUTLET
FREQUENCY PERCENTAGE
La
Trinidad
Market
23
32.9
Baguio
City
Market
6
8.6
Supermarket/grocery
3
4.3
Processors stores
23
32.9
Pasalubong center
15
21.4
Trade
fairs
31
44.3
Wine stores
11
15.7
BSU
Marketing
2 2.9
Strawberry farm
2
2.9
*multiple answer
Other Kinds of Wine Bought
Since majorities (61.4%) of the respondents were residing at La Trinidad, 50%
indicated that they bought strawberry wine, the most popular product in the locality.
Other respondents bought cherry wine (45.7%), Yakon wine (14.3%), rice wine 7.1%
other locally made fruit wines. Their were few respondents who bought imported brands’
like Novelino (Table 10).
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 10.Other kinds of wine bought by the respondents
KINDS
OF
WINE
FREQUENCY PERCENTAGE
________________________________________________________________________
Strawberry
wine
35
50
Yakon
wine
10
14.3
Cherry
wine
32
45.7
Guava
wine
4 5.7
Sorrel
wine
4 5.7
Honey
wine
1 1.4
Mango
wine
2 2.9
Rice
wine
5 7.1
Novelino
2 2.9
*multiple answer
Number of Years in Consuming Bugnay Wine
As presented in Table 11, 42.9% have been consuming wine for less than
a year, closely followed by 41.4% who have been consuming wine for one to two
(1-2) years, while the rest (15.7%) for more than three (3) years.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 11. Number of years in consuming wine
NUMBER
OF
YEARS FREQUENCY PERCENTAGE
________________________________________________________________________
Less
than
1
year 30
42.9
1-2
years
29
41.4
More
than
3years
11
15.7
________________________________________________________________________
TOTAL 70
100
Reasons for Buying Bugnay Fruit wine
Consumer’s preference to buy a certain food items is influenced by several
reasons. In the case of bugnay wine, several reasons were identified by the respondents
(Table 12).Majority (67.1%) of the respondents bought wine for special occasions. Thirty
two (45.7%) indicated that they bought wine for gifts/pasalubong, and 24.3%bought wine
for personal/family consumption.
Table 12. Reasons for buying bugnay wine
REASONS
FREQUENCY PERCENTAGE
________________________________________________________________________
Personal/Family Consumption
17
24.3
Special Occasions
47
67.1
Gift/pasalubong
32
45.7
*multiple answer
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Consumers of Bugnay Wine in the Family
Table 13 shows who consumed bugnay wine in the respondents’ family, thirty
one (44.3%) indicated” me alone”,15.7%me and my friends, another 12.9%respondents
indicated that they consume wine with all the family members, followed by 8 (11.4%)
respondents indicated that they consume wine with their spouse and 2.9% spouse only.
Table 13. Bugnay wine consumers in the family
CONSUMERS FREQUENCY PERCENTAGE
________________________________________________________________________
Me
alone
51
72.8
Spouse
2
2.9
Me and spouse
8
11.4
All
family
members
9 12.9
________________________________________________________________________
TOTAL 70
100
Important Reasons for Consuming Bugnay Fruit wine
Table 14 indicates the primary and secondary reasons for consuming bugnay
wine. The primary motivation for consuming bugnay wine in this cluster is for health
(41.4%) while the first secondary reason as indicated by the respondents is for
socialization (47.1%).
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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Table 14. Primary and secondary reasons for consuming bugnay wine
REASONS
PRIMARY REASON SECONDARY REASON
__________________ _____________________
F
%
F
%
________________________________________________________________________
Health
reason
29
41.4
- -
Appetizer
13
18.6
13
18.6
Part
of
meal
1
1.4
7 10
Relaxation
18
25.7
17
24.3
Socialization
9 12.9
33
47.1
________________________________________________________________________
TOTAL 70
100
70
100
Frequency of Bugnay Wine Consumption
Table 15 shows the frequency of consuming bugnay wine by the respondents.
Result shows that 30% of the respondents consume wine two to three (2-3) times a week,
27.1% two to three (2-3) times a month, 22.9% consume wine once a month. Other
respondents are consumed wine once a year (10%), 8.8% daily and only 1 %
occasionally.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
32
Table 15. Frequency of bugnay wine consumption
FREQUENCY OF WINE CONSUMPTION FREQUENCY PERCENTAGE
________________________________________________________________________
Daily
6
8.6
2-3 times a week
21
30
2-3 times a month
19
27.1
Once a month
16
22.9
Once a year
7
10
Occasionally
1 1.4
________________________________________________________________________
TOTAL
70
100
Time of Consumption
Table 16 shows that majority (65.7%) of the respondents consumed wine anytime
of the day as they needed. Some respondents (31.4%) also consumed wine at dinner and
few (2.9%) consume wine at lunch time.
Table16. Time of consumption
TIME
OF
CONSUMPTION
FREQUENCY PERCENTAGE
________________________________________________________________________
Lunch
2 2.9
Dinner
22
31.4
Anytime
46
65.7
________________________________________________________________________
TOTAL
70
100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
33
Bugnay wine Attributes Considered in Purchasing Wine
The Bugnay wine attributes considered in purchasing wine is shown in Table 17.
Considered Very important for almost half (48.6%) of the respondents was
product information followed by price (40%). The latter was also rated as important
(38.6%). Around 20-26% considered label, brand and product information as moderately
important. Likewise, label and brand were considered of little importance by 31.4% and
34.3%, respectively.
Table 17. Wine attributes and importance influencing consumer’s preference
PARTICULAR PRICE
LABEL COLOR BRAND PRODUCT INFO
______ _______ _______ _______ ______________
F % F % F % F % F %
________________________________________________________________________
Very important 28 40 3 4.3 3 4.3 2 2.9 34 48.6
Important
27 38.6 3 4.3 14 20 14 20 12 17.1
Moderately impt. 9 12.9 17 24.3 11 15.7 18 25.7 15 21.4
Little important 4 5.7 22 31.4 15 2 1.4 24 34.3 5 7.1
UN important 2 2.9 25 35.7 27 38.6 12 17.1 4 5.7
________________________________________________________________________
TOTAL 70 100 70 100 70 100 70 100 70 100
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
34
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
This section presents the summary of the findings of this study. This was
conducted at Benguet State University, La Trinidad Benguet and Bauko, Mountain
Province from December to January 2008. The study aimed to determine the sensory
evaluation (color, taste and strength) and the consumers’ acceptability (color, taste,
strength and over-all acceptability) of bugnay fruit wine. The data was gathered through
the use of questionnaires issued to the respondents.
Sensory evaluation was employed to determine the sensory characteristics and
consumer’s acceptability of the product. There were 70 respondents composed of:
farmers, part time and fulltime employees, self-employed, businesspeople, housewives
and students of the place where the study was conducted
The bugnay wine products have color ranging from very light to very dark. In
terms of color characteristics, the Lang-ay fruit wine is described as dark and also
majority of the respondents described that Pastora’s fruit wine is light. In terms of taste
characteristics, Lang-ay fruit wine is bitter as indicated by most respondents while sweet
for the Pastora’s best fruit wine. As to the strength characteristics, respondents indicated
that both wines (Lang-ay fruit wine and Pastora’s best fruit wine) are balance. On the
over-all acceptability, the two (2) bugnay fruit wine have the same acceptability rating
(majority) or the two wines are also found that they are accepted/liked by the
respondents.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
35
On the willingness of the respondents to buy the tasted wine, more than half liked
to continue consuming/buying the bugnay wine. In terms of price respondents suggested
that both wines(Lang-ay and Pastota’s fruit wine) are worth PhP 80 per bottle and PhP
960 per case.
For the purchase area/outlet, trade fair has obtained the highest percentage. As to
the other kinds/brands of wine bought almost half (50%) of respondents indicated
strawberry wine. In terms of the length of time in consuming bugnay wine, less than one
year has the highest percentage while the reasons for buying wine it is mostly for special
occasions and me alone got the highest percentage for the consumers of wine in the
family.
The primary motivation in consuming wine is for health reason and the secondary
reason is for socialization. As to the frequency of consuming wine 2-3 times a month has
obtained the highest percentage while for the time of consumption most respondents
consume wine anytime of the day.
As to the importance/attributes influencing the consumer’s preferences in buying
bugnay wine product information got the highest importance value and the least
importance is color.
Conclusions
Based on the findings of the study the following conclusions are derived:
1. The bugnay fruit wine product formulated produce sensory characteristics that
are acceptable to the consumers, as indicated by the results of consumer’s over-all
acceptability test.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
36
2. Generally, both wine samples of bugnay fruit wine product are liked/accepted
by the respondents, despite the differences on the result in terms of color, taste, strength
and the over-all acceptability.
Recommendations
In the light of the findings and conclusions of the study the following
recommendations are presented:
1. Fruit wine processors should be aware of attending seminars regarding on fruit
wine production and marketing to gain and/or enhance their knowledge in managing their
business.
2. Fruit wine processors or entrepreneurs would be better of branding their
products as it tends to give the impression to consumers of quality and safeness for
consumption.
3. It is also recommended that feasibility study should be done to identify the
profitability of bugnay fruit wine.
4. The result will be the basis of the product processors in improving or making
innovations on the product.
5. Promote consumption of fruit wine especially bugnay as to its health benefits
from it.
6. It is important for processors of bugnay fruit wine product to include their
labels, product information’s such as ingredients, nutrition information, alcohol content,
BFAD certification and number, processors and others. This is a vital for small
enterprises whose products and brand are not yet known in the market.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
37
7. Small-scale bugnay fruit wine processors may find it costly to establish their
own brands and label. A municipal or provincial “Seal of Quality” may be explored
where the local government unit in partnership with concerned line agencies and
processors who would comply with set standards. This strategy is being done in many
provinces to promote there specialty products.
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
38
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Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
41
APPENDIX
A. Survey Questionaire
Dear Respondent,
You are kindly asked to compare the two wine prepared from bugnay/bignay wine
by two processors. The comparison focuses on the color, taste, strength and overall
acceptability of the two wines. On the next page, you are also kindly requested to provide
your details.
I. PERSONAL PROFILE
1. Name: ____________________________________________
2. Home Address: _____________________________________
3. Age:
( ) 18-40 Young Adult ( ) 41-65 Old Adult
4. Sex:
( ) Male ( ) Female
5. Civil Status:
( ) Single ( ) Married
6. Educational attainment:
( ) Elementary Graduate ( ) College Graduate
( ) Highshool Graduate ( ) others (pls. specify) _______
7. Occupation:
( ) Farmer ( ) Retired
Consumers’ Evaluation of Bugnay Fruit Wine
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42
( ) Employed (part time) ( ) Housewife
( ) Employed (fulltime) ( ) Student
( ) Self-employed ( ) Others (pls.specify) ________
( ) Businessman/woman
8. Household description:
( ) Living alone ( ) Living a family with____ members
9. Household average monthly income
( ) less than P10, 000 ( ) P16, 000-P20, 000
( ) P10, 000-P15, 000 ( ) others (pls. specify) ______
Task 1: Compare two fruit wine (check for each sample)
Score
Color
Sample XX
Sample XY
1 Very
light
2 Light
3 Dark
4 Very
Dark
Score
Taste
Sample XX
Sample XY
1 Sour
2 Sweet
3 Salty
Score Strength/Intensity
Sample XX
Sample XY
1 Acidic
2 Balance
3 Rich
4 Tart
ACIDIC-a wine with a noticeable sense of acidity
BALANCE-all of the wines components (sweetness, acidity, tannins) blend together
RICH-a sense of sweetness in the wine that is excessively sweet
TART-a wine of high level of acidity
Score Overall
Acceptability
Sample XX
Sample XY
1 Extremely
disliked
2 Disliked
3
Neither liked nor disliked
4 Liked
5 Extremely
liked
Consumers’ Evaluation of Bugnay Fruit Wine
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43
1. Would you liked buy the tasted wine if they were available in the market?
Sample XX Yes (1) No (2)
Sample XY Yes (1)
No (2)
2. How much you pay for single bottle? (Suggest a price)
Sample XX
80
100
120
Sample
XY
80
100
120
3. How much you pay for the case of 12 bottles? (Suggest a price)
Sample
XX
960
1200
1400
Sample
XY
960
1200
1400
II. BUYING AND CONSUMPTION PATTERN
1. Where do you usually buy bugnay/bignay wine?
( ) Public market, pls. specify place
( ) La Trinidad
( ) Baguio City Market
( ) Supermarket/Grocery
( ) Trade Fairs
( ) Processor’s stores
( ) Wine stores
( ) Pasalubong Center
( ) others (pls. specify) _______
2. What other kinds of wine do you buy aside from bugnay/bignay wine?
( ) Strawberry wine ( ) other local brands (pls. specify) ______
( ) Yakon wine
( ) Imported brands (pls. specify) _______
( ) Cherry wine
3. How long have you been a bugnay/bignay wine consumer?
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
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( ) less than 1 year
( ) 1-2 years ( ) more than 3 years
4. What are your reasons for buying bugnay/bignay wine?
( ) Personal/family consumption
( ) Gift/Pasalubong
( ) Special Occasions
( ) Others (pls. specify) ________
5. Who consume bugnay/bignay wine in the family?
( ) Me alone
( ) me and spouse
( ) Children
( ) Other (pls. specify) ___________________
( ) Spouse
6. What are the most important reasons for consuming bugnay/bignay wine?
Indicate the primary and secondary reasons. (Pls.check one for each column)
Motivation Primary Secondary
Health reasons (heart-healthy-
immunity booster antioxidant, help reduce
weight etc.)
Appetizer
Part of meal(routine)
For relaxation
Socialization
Others(pls. specify)
7. How often do you consume bugnay/bignay wine?
( ) Daily
( ) once a month
( ) 2-3 times a week ( ) once a year
( ) 2-3 tomes a month
8. A what moment of the day do you consume bugnay/bignay wine?
( ) Lunch ( ) Dinner ( ) Anytime
III. THE IDEAL BUGNAY/BIGNAY WINE
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
45
We want you to consider each wine using the features that are important to you.
Please rank the following:
Some attributes which maybe considered when purchasing Bugnay Wine are:
Attributes Description
Ratings
XX XY
Price
Price per bottle(700-750ml) of wine
Labeling
The attractiveness of the bottle label
Color
The color of wine weather dark or light
Brand
The wine processor
Product
information
The presence of product
information(ingredients, alcohol content, sugar content,
BFAD#,expiry date etc)
*1- is the most important
*5-least
important
Consumers’ Evaluation of Bugnay Fruit Wine
in Bauko, Mountain Province / Lyn P. Gomgom-o. 2008
Document Outline
- Consumers� Evaluation of Bugnay FruitWine in Bauko, Mountain Province
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale of the Study
- Objectives of the Study
- Significance of the Study
- Scope and Delimitation
- METHODOLOGY
- REVIEW OF LITERATURE
- Factors influencing Consumers Perception and Behavior
- Product Development
- Product Attributes
- Brand Preferences of Consumers
- Quality
- Price
- Bottling
- Labeling
- Packaging
- Taste
- Concept on Sensory Evaluation
- RESULTS AND DISCUSSION
- Willingness to buy Bugnay Wine if Available in the market
- Preferred Price of Bugnay wine
- Place of Buying Bugnay Wine
- Other Kinds of Wine Bought
- Number of Years in Consuming Bugnay Wine
- Reasons for Buying Bugnay Fruit wine
- Consumers of Bugnay Wine in the Family
- Important Reasons for Consuming Bugnay Fruit wine
- Frequency of Bugnay Wine Consumption
- Time of Consumption
- Bugnay wine Attributes Considered in Purchasing Wine
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDIX