BIBLIOGRAPHY PAREDES, HECTOR S. APRIL 2007....
BIBLIOGRAPHY
PAREDES, HECTOR S. APRIL 2007. Consumers Perception on Meat and
Vegetable –Based Burger. Benguet State University, La Trinidad, Benguet.
Adviser: Jovita M. Sim, MSc
ABSTRACT
The study was conducted in La Trinidad, Benguet –to determine the perception of
consumers on meat and vegetable –based burger. There were 200 respondents of the
study. Consumers perceived that a burger is a hamburger, cheese burger, veggie burger,
bread, food, beef, expensive food or big burger. Ninety six percent of the respondents
consume burger and they buy from burger stand/street burger vendor, fast food, and
canteen or in the restaurant. Most of respondents consume burger at snack time and there
are also respondents who consume burger for lunch, breakfast and dinner or any time
they want to consume.
Influencers of burger consumption include; availability of burger in the market,
health value/benefits, availability of burger at home, friend, family members, relatives,
curiosity, no need to cook, easy to prepare and the taste.
Based on the opinions of respondents, veggie burger is not popular because of the
lack of information, insufficient promotion, people are not interested to try the product, it
is new product in the market and because of limited supply.
Based on the result, it is concluded that burger is consumed as snack food and
always available in canteens, burger stand, fast food chains and restaurant or snack house.
But because meat –based burger is more popular than vegetable –based burger, the
respondents perceived burger as hamburger or meat. Therefore it is recommended that
vegetable –based burger should be promoted in order to change the perception of
consumer on burger that burger maybe made of meat or vegetable. It is also
recommended that feasibility study should be done to identify the profitability of
vegetable –based burger and further study on market segments of burger either meat or
vegetable –based burger.
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TABLE OF CONTENTS
Page
Bibliography……………………………………………………………..… i
Abstract ……………………………………………………………..……… i
Table of Contents………………………………………………………….. iii
INTRODUCTION ………………………………………………………… 1
Rational …………………………………………………………..... 1
Statement of the Problem ………………………………………….. 2
Objectives of the Study ……………………………………………. 2
Importance of the Study …………………………………………… 3
Scope and Limitations of the Study ……………………………….. 3
REVIEW OF LITERATURE ……………………………………………… 4
Historical Background of Burger ………………………………….. 4
Perception Defined ………………………………………………… 4
Factors Influencing Consumer Perception and Behavior ………….. 5
Definition of Terms ………………………………………………… 9
METHODOLOGY ………………………………………………………… 10
Locale and Time of the Study ……………………………………… 10
Respondents of the Study ………………………………………….. 10
Data Collection …………………………………………………….. 10
Data Gathered ……………………………………………………… 10
Data Analysis ……………………………………………………… 11
iii
RESULT AND DISCUSSION …………………………………………….. 12
Personal Profile of Respondents ……………………...……………. 12
Sex …………………………………………………………. 12
Civil status …………………………………………………. 12
Province or region of origin ……………………………….. 12
Religious affiliation ………………………………………… 12
Educational attainment …………………………………….. 13
Occupation …………………………………………………. 13
Monthly income ……………………………………………. 13
Consumers’ Perception on Burger …………………………………. 17
Consumer of Burger ………………………………………………… 18
Kind of Burger ……………………………………………………… 19
Purchase Area/Outlet ……………………………………………….. 19
Frequency of Burger Consumption ………………………………… 20
Reason for Consuming Burger …………………………………….. 21
Time of Consumption ……………………………………………… 22
Consumers’ Perception on Meat and Vegetable –Based Burger ……. 23
Reason Why Veggie Burger is not Popular ………………………… 25
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ………….. 26
Summary …………………………………………………………… 26
Conclusions …………………………………………………………. 27
Recommendations …………………………………………………… 27
iv
LITERATURE CITED ……………………………………………………… 29
APPENDIX …………………………………………………………………. 30
Survey Questionnaire ……………………………………………….. 30
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INTRODUCTION
Rationale
Nowaday’s consumers are becoming aware and conscious of their health.
Therefore nutrition is an emotional subject and nothing arouses people’s passions more
than the subject of protein in their diet. Widely divergent opinions on whether more
protein or less is best, and on the merits of animal vs. vegetable sources, have been
debated for many years. And for all that time solid scientific research has clearly
supported the wisdom of a diet low in protein – favoring vegetable sources. So far,
however, the scientific facts have fought a losing battle against popular opinion – which
values high-protein diets based on animal foods (Wikipedia, N.D.). McDougall (2006)
once said, “Truth is mighty and will prevail. There is nothing wrong with this, except that
it ain't so.” Even though the facts may never become popular knowledge, he will always
believe that our fundamental right to know the truth about our nutritional requirements –
this vital information should be taught from childhood as basic education, along with
reading, writing, and mathematics – and along with health facts such as cigarettes cause
lung damage, drunk driving kills, and automobile safety belts save lives.
Meat based burger has a fat content that supplies the juicy taste that consumers
love, but has also linked to health problems. This and the rise in popularity of a
vegetarian diet, led food processor to develop a meatless burger or so called “veggie
burger”. This veggie burger have become especially popular as we try to eat more plant
foods rich in vitamins, minerals and phytochemicals and consume fewer calories from
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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red meats and saturated fats. They also are typically very low in cholesterol and provide
important dietary fiber (Appetit, 1999).
On this basis, this study intends to find out how do consumers perceive on meat
and vegetable based burger. And if we talk perception, it is one of the oldest fields within
scientific psychology, and there are correspondingly many theories about its underlying
processes (Wikipedia, N.D.).
Therefore this research will then study the perception on meat and vegetable
based burger.
Statement of the Problem
The study will focus on the consumers’ perception and behavior on meat and
vegetables based burger in La Trinidad, Benguet. It seeks to answer the following
questions:
1. What is the perception of consumers on meat and vegetable -based burger?
2. What is the buying behavior of consumers on meat and vegetable –based
burger?
3. What are the factors affecting the consumer perception behavior on meat and
vegetable -based burger?
Objectives of the Study
1. To identify consumers’ perception on meat and vegetable -based burger.
2. To identify the buying behavior of consumers’ on meat and vegetable -based
burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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3. To identify the factors that affect consumer perception and behavior on meat
and vegetable -based burger.
Importance of the Study
The study will then promote and introduce “veggie burger” for the consumers
especially for the vegetarians and to the health conscious people. Also provide beneficial
information to businessmen, firms and organizations based on the perception and
behavior of the consumer.
Scope and Limitations of the Study
This research was conducted in La Trinidad, Benguet where the data were
gathered. The main concern was to look into the consumers’ perception on meat and
vegetable –based burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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REVIEW OF LITERATURE
Historical Background of Burger
Burger is patty or small cakes of food, as specified, usually ground or chopped,
grilled, and serve on a bun. The origin of hamburger is unknown, but the hamburger patty
and sandwich were probably brought by 19th –century German immigrants to the United
States, where in a matter of decades it come to be considered an archetypal American
food. The importance of the hamburger in 20th –century American popular culture is
indicated by its virtual ubiquity at backyard barbeques and on fast-food restaurant menus
and by the proliferation of so called hamburger stands and restaurants. Some chains, such
as McDonalds, Burger King and Wendy’s have proliferated worldwide (Britannica,
1768).
Perception Defined
The word, perception, comes from the Latin word, capere, meaning to take, the
prefix per- means 'completely (Wikipedia, N.D.).
Perception is one of the oldest fields within scientific psychology, and there are
correspondingly many theories about its underlying processes. The oldest quantitative
law in psychology is the Weber-Fechner law, which quantifies the relationship between
the intensity of physical stimuli and their perceptual effects. It was the study of
perception that gave rise to the Gestalt school of psychology, with its emphasis on
holistic approaches (Wikipedia, N.D.).
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Perception is the interpretation process by which consumer makes sense of their
own environment. Many people believe that perception is passive or rather that we see
and hear what is out there very objectively (Olson and Peter, 1996). However, the truth is
quite the contrary. People actually actively perceive stimuli and objects in their
surrounding environments. Consumers see what they expect to see, and what they expect
to see usually depends on their general belief and stereotypes. Since different groups
(segment) of people have different general belief and stereotypes, they tend to perceive
stimuli in the marketing environment differently (Irwin, 1977). What does all of this
mean for marketers? Basically, that marketer needs to be aware of this fact about
perception so that may be able to tailor their marketing stimuli (i.e ads, packaging,
pricing, etc.) differently for the different segments they are targeting. Additionally,
perceptual expectations can lead to illusions and illusions can be used to great effect in
packaging and advertising.
Factors Influencing Consumers Perception and Behavior
Tigo (2004), cited that one perception of a certain thing determine the overt
behavior exhibited under a given condition. Perception is the process of becoming aware
of objects, qualities, relation or problems 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 a motive
when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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pressing to direct the person seeks satisfaction of the need (Kotler, 2000). People have
choices that depend upon the information they received, the influenced of the
environment. Preferences of people are based on their taste, what they see and whatever
information they hear about a product.
Consumer perception are also influenced by personal characteristics, this include
the consumer age, occupation, and personality.
Social factor can also influenced a consumer behavior such as the consumer's
reference group, family and social roles (Kotler, 2000). The perception of consumer in
buying burgers product might be influenced by friends. Most groups buy common
products because it is choice of her friend or family and because people believe that it
would be good enough to buy healthy product as their companions says. As Kotler (2000)
defines reference groups are those groups that have direct or indirect influence on the
people's attitude or behavior.
Cultural, social, personal and psychological factors are major factors influencing
consumers buying behavior. Cultural factors exert the broadest and deepest influence on
consumer behavior. This is the most fundamental determinant of a persons wants.
Consumer’s behavior will lead them on how much they want the product. This is also
determines what is acceptable with product advertising. Culture determines most people
eat and their beliefs. Each culture contains smaller group or sub-culture that provides
more identification and socialization. Stratification may take the form of caste system
where the members of different castes are reared for certain roles and cannot change their
caste membership. More frequently, stratification takes the form of social classes. Social
classes an open group of individuals who have similar social interest (Kotler, 2000).
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Culture is part of the external influences that impact the consumer. That is, culture
represents influences that are imposed on the consumer by the other individuals.
Knowledge and beliefs are important parts of culture (Perner, N.D.) perception also are
an approximation of reality. Exposure involves the extent to which we encounter a
stimulus. For instance, people are exposed to numerous commercial messages like
billboards, radio advertisement media, sign and banners. This will affect the perception of
people (Perner, N.D.).
Abraham Maslow' s hierarchy of needs theory sets out to explain what motivated
individuals in life to achieve. And the answer of his theory is the individuals aim to meet
basic psychological needs of hunger and thirst. When this has been met they then move
up to the target (Mowen and Minor, 1998) easily determine that consumer spend much of
money for health product/food because people much concern with their health than
luxurious things.
The buyer behavior of consumer as stated by Lusch (1987) strongly influenced by
how they perceive the environment around them, including products and other marketing
stimuli. Although perception depends on both external stimuli in a point of purchase
displays, coupons, sales people, and free samples. Personal factors also influence
consumer perception such as attitudes, motives and prior experience. If you have a
positive attitude toward personal hygiene, you are more like to notice the advertisement
than would a person who is unconcerned with personal hygiene.
Three research perspectives act and identify the factors that influence consumer
perception and behavior; first is the decision making perspective which portrays
consumer as taking a series of steps when buying. It includes the problem recognition
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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search, evaluation and their choices. Second, is the experiential perspective on consumer
buying processes that in some instances consumers do not just buy according to a strictly
rational decision-making process. Instead, people buy certain product in order for them to
experiment and because people are influenced with some advertisement related to the
products they want to buy. Lastly, the personal value of consumer behavior -it helps
people become better consumers by revealing them how they and others go about their
consumption activities (Pride and Ferrell, 1983). One more factor that affects the
perception of consumers on meat and vegetables based burger product is the
advertisement. This can possibly influence consumers because like most veggie burger is
not well known.
The author stated that the consumers mind set is formed by his/her needs,
perception of a brand or company and attitude towards that brand or company. Needs are
forces that direct consumers toward the achievement of certain goals, perception are the
way consumers organize and interpret information about objects like brands, companies
and attitudes are the consumers tendency to evaluate an object in a favorable or
unfavorable way (Assael, 1990).
Personality is internal in which both experiment and behavior related in an orderly
way. Uniqueness arises from heredity and our experiences. And perception receives
information through the senses: sight, taste and hearing. Inputs information is the
sensation received through sense organs. When we hear advertisement, see a friend and
taste a product (Pride and Ferrell, 1983).
Mowen and Minor (1998), defined consumer behavior as an action a person takes
in purchasing and using a product. It indicates that consumer behavior not only involves
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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the specific actions taken by individuals when buying and using product but all social and
psychological factors that affect these actions.
Definition of Terms
Behavior – attitudes, feeling and personality on meat and vegetable based burger.
Perception – thoughts or idea of consumer on meat and vegetable based burger.
Buying behavior – the decision process and actions of people involved in buying
and using products.
Consumption – the using up off goods and services having an exchangeable
value.
Stereotypes – a simplified and standardized conception or image invested with
special meaning and held in common by members or group.
Stimuli – something that excite an organism or part to functionable activity.
– something that to action or exertion or quickens action, felling, thought,
etc.
Snowballing – to grow or become larger, greater, more intense, etc…, at an
accelerating rate.
Proliferation – an excessive, rapid spread.
Psychology – the sum of the mental states and process of a person or a number of
person, extrasensory perception as determining action.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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METHODOLOGY
Locale and Time of the Study
The research study was conducted in the municipality of La Trinidad, Benguet
from December to January 2007. It covers the sixteen barangays of La Trinidad, Benguet
(Figure 1).
Respondents of the Study
The respondents of the study were the residents of La Trinidad. There are 200
respondents chosen at random.
Data Collection
A survey questionnaire was used as a tool in gathering data. Questionnaire was
fill-up in the presence of the researcher. Snow balling was applied in order to gather
information.
Data Gathered
The data gathered included the following: a) consumers’ perception on meat and
vegetable –based burger, b) the buying behavior of consumers’ on meat and vegetable
–based burger and c) the factors that affect consumers’ perception and behavior on meat
and vegetable –based burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Data Analysis
The data gathered was tabulated and analyzed using statistical tools such as
frequency and percentage.
Figure 1. Municipal map of La Trinidad, Benguet
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RESULTS AND DISCUSSION
Personal Profile of Respondents
Table 1 shows the personal profile of the respondents in term of variables such as
sex, civil status, age, province and or region of origin, monthly income, educational
attainment, and occupation.
Sex. There were slightly more female respondents (59%) than males (41%). As to
age, 49% of respondents were of 20-10 years old, (31%) were 21-30 years old, (8%) were
31-40 years old, 4.5% were 41-50 years old and 2.5% were above 50 years old. Five
percent (5%) of the respondent who did not indicate their age.
Civil status. Since most of my respondents were students, majority (71.5%) are
single, 26% are married.
Province or region of origin. Since the study was conducted in La Trinidad,
Benguet, majority (63%) of the respondents are from the province of Benguet, 18.5% are
from Mt. Province, a province adjacent to Benguet and 11% from Ilocos Region, either
from the province of La Union, Ilocos Sur, and Ilocos Norte, these provinces that are
adjacent or near Benguet province. There are 3.5% of respondents who are from Kalinga,
3% are from Tagalog areas/region, and 1% from the province of Ifugao. Result implies
that peoples in La Trinidad, Benguet come from different provinces such Ifugao, Mt.
Province, Ilocos Norte/Sur Region, La Union, Pangasinan, and other provinces of Luzon,
thus respondents were a variety of culture from these areas.
Religious affiliation. Most of the respondents belong to the Roman Catholic
sector (53.5%), 25% are Protestants (Baptist, UCCP, Lutheran, etc.), 7.5% are protestants
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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from Anglican, 4.5% are Pentecost and 4.5% are Iglesia ni Kristo, 4% are Jehovah’s
Witnesses, and 1% Pagan. All the respondents belong to religious sectors where in there
are no restrictions in meat consumption except for Iglesia ni Kristo and Pentecost who are
not eat meat.
Educational attainment. Most of the respondents 54.5% have reached or are in
college level, 15.5% are college graduate, 14.5% have reached or are in the secondary
level, 6.5% have finished vocational courses, 5.5% had finished graduate degree and
3.5% had finished elementary. This implies that most the respondent have finished a
course degree or college level.
Occupation. Most of the respondents are students 52.5%. This is followed by
farmers (11%) and businessmen/self employed (10.5%). The others are private employee,
unemployed (housekeeper), government employee and laborers. This implies that more
of the respondents are students because La Trinidad, like Baguio City is also an education
center due to the presence of colleges and universities like Benguet State University,
Eastern Luzon College and Cordillera College.
Monthly income. In terms of their monthly income, more than one half (53.5%)
of respondents have an income of less than 10,000 pesos per month, 19% have an income
ranging from 10,000-15,000 pesos and 19% of the respondents did not indicate their
income. The others have an income of more than 16,000 pesos per month. Student’s
income is in the form of allowance from their parents.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 1. Respondents profile
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Sex
Male
82
41.0
Female
118
59.0
TOTAL
200
100
Age (yrs.)
10-20
98
49.0
21-30
62
31.0
31-40
16
8.0
41-50
9
4.5
51-above
5
2.5
No answer
10
5
TOTAL
200
100
Civil Status
Single
143
71.0
Married
52
26.0
Separated
3
2.0
Widow
2
1.0
TOTAL
200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 1. Continued…
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Province/Region of Origin
Tagalog Region
6
3.0
Ilocos Region
21
11.0
Benguet
126
63.0
Ifugao
2
1.0
Kalinga
7
3.5
Mt. Province
37
18.5
TOTAL
200
100
Religion
Roman Catholic
107
53.5
Iglesia ni Kristo
9
4.5
Anglican
15
7.5
Jehovah’s Witnesses
8
4.0
Pagan
2
1.0
Pentecost
9
4.5
Protestant (Baptist, UCCP, Lutheran, etc)
50
25.0
TOTAL
200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 1. Continued…
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Educational Attainment
Elementary
7
3.5
High School
29
14.5
College
109
54.5
College Graduate
31
15.5
Graduate Degree
11
5.5
Vocational
13
6.5
TOTAL
200
100
Occupation
Farmer
22
11.0
Unemployed (housekeeper)
13
6.5
Laborer
11
5.5
Student
105
52.5
Businessmen/Self-employed
21
10.5
Private employee
15
7.5
Government employee
13
6.5
TOTAL
200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 1. Continued…
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Monthly Income
Less than P10,000
107
53.5
P10,000-P15,000
38
19.0
P16,000-P20,000
7
3.5
P21,000-P30,000
8
4.0
P31,000-P40,000
1
5.0
Above P40,000
1
5.0
Consumers’ Perception on Burgers
Because of the popularity of hamburger, 71.5% of the respondents perceived that
a burger is hamburger. Twenty five percent of the respondents say it is cheese burger and
6% perceived as a veggie burger. The other respondents perceive that a burger is a bread
(3.5%), a food (2%) and a beef (0.5%). One respondent even mentioned that a burger is
an expensive food. This implies that majority of the respondents perceive that a burger is
out of meat such as beef, with or without cheese as displayed and sold by burger stands,
fast food chains, and canteen, store or snack house.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 2. Consumers’ perception on burgers
PERCEPTION FREQUENCY PERCENTAGE
(F)
(%)
Hamburger 143
71.5
Cheese Burger
50
25.0
Veggie Burger
12
6.0
Bread 7
3.5
Food 4
2.0
Beef 1
0.5
Expensive Food
1
0.5
*multiple response
Consumer of Burger
Majority (96%) of the respondents are consumers of burgers, and only (4%) do
not consume (Table 3). Result implies that burger is a product liked by most consumers.
Table 3. Consumer of burger
PARTICULAR FREQUENCY PERCENTAGE
(F)
(%)
Consumers 192
96.0
Do not consume
8
4.0
TOTAL 200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Kind of Burger
Table 4 show the kind of burger consumed by respondents. Result shows that
64% of respondents prefer meat based burger while 36% prefer vegetable based burger.
This implies that respondents preferred meat based burger than vegetable based burger.
This is evident with the presence of burger stands in schools and densely populated area.
In fact meat –based burger is a very popular snack food.
Table 4. Kind of burger preferred by respondents
KIND FREQUENCY
PERCENTAGE
(F)
(%)
Meat -based burger
128
64.0
Vegetable -based burger
72
36.0
*multiple response
Purchase Area/Outlet
Most (74%) of the respondents buy burger in burger stand or street burger vendor,
21.5% in fast food chain, 12.5% in canteens and 7.5% in restaurant (Table 5). Due to the
presence of burger stand in almost all areas of La Trinidad especially densely populated
areas, majority of the respondents buy burger in burger stand or street burger vendor
which ever is most accessible to them.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 5. Purchase area/outlet of burgers consumed by respondents
PLACE/OUTLET FREQUENCY PERCENTAGE
(F)
(%)
Fast food
43
21.5
Restaurant 15
7.5
Canteen 25
12.5
Burger stand/street vendor
148
74.0
*multiple response
Frequency of Burger Consumption
Table 6 shows the frequency of consuming burger by the respondents. Result shows
that 36.5% of the respondents consume burger once a week, 22% consume occasionally
or depending on the need, 13.5% consume once a month and 10.5% consume twice a
week. Other respondents are consuming burger three times a week (3.5%), daily (5%),
twice a month (2%), three times a month (2.5%) and some are consuming once a year
(2%). Five respondents (2.5%) answered that they never consumed burger may be
because they simply do not like burgers. This implies that respondents consumes burger
once a week or occasionally or depending on their need ( to satisfy their craving for food
such as burger) and very few of the respondents are consuming burger daily, (this may be
the students respondents).
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Table 6. Frequency of burger consumption
BURGER
FREQUENCY
PERCENTAGE
CONSUMPTION
(F)
(%)
Daily 10
5.0
Once a week
73
36.5
Twice a week
21
10.5
Three times a week
7
3.5
Once a month
27
13.5
Twice a month
4
2.0
Three times a month
5
2.5
Once a year
4
2.0
Occasionally/depend
44
22.0
Reason for Consuming Burger
Consumer’s preference to consume a certain food items is influenced by several
factors. In the case of burgers, several influencing factors were identified by the
respondents. Twenty five percent of the respondents consume burger because of the
availability of the product in the market, food stalls, snack house or canteen and burger
stand. Twenty two (22%) says that they consume burger because of the health
value/benefits of the product, availability of the product at home (19.5%),
suggestion/recommendation of friend, family members and relatives (16%), preferred by
the family (13.5%) and curiosity on the product (13.5%). Sixteen of the respondents (8%)
like to consume because there is no need to cook and always available in burger stands
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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and snack canteen, easy to prepare (7%) and they like the taste (2%). This implies that
burger is a commodity that is always available in the market, canteen, snack house and
known by most people. Respondents also recognize the health benefits provided by
burger that’s why they consume.
Table 7. Reason for consuming burger
REASONS FREQUENCY
PERCENTAGE
(F)
(%)
Availability of the product at home
39
19.5
Preferred by the family
27
13.5
Suggestion of friend, family members and
32 16.0
relatives
Perceived health value of the product
44
22.0
Availability of the product in the market
50
25.0
Curiosity with the product
26
13.0
No need to cook
16
8.0
Easy to handle and prepare
14
7.0
Taste good
4
2.0
*multiple response
Time of Consumption
Table 8 shows that majority (84.5%) of the respondents consume burger at snack
time. Some respondents (11.5%) are consuming at lunch time as main meal for lunch and
few (5%) of respondents consume burger at breakfast. This implies that burger is
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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consumed during snack time as snack food and sometimes as main meal food for lunch
especially for students, who did not bring their packed lunch.
Table 8. Time of consumption
TIME OF
FREQUENCY
PERCENTAGE
CONSUMPTION
(F)
(%)
Breakfast 10
5
Lunch 23
11.5
Dinner 7
3.5
Snack 169
84.5
Anytime 2
1
*multiple response
Consumers’ Perception on Vegetable and Meat -based Burger
Vegetable -based burger is comparable to meat -based burger as shown in Table 9,
because most respondents answered neutral when asked them if they prefer and believe
that vegetable based burger is better than meat based burger. When asked them if
vegetable based burger is a healthy food, most of respondents agreed. Most (68.5%) of
respondents agreed or preferred nutritious food, thus agreed that vegetable –based burger
is a nutritious food. This implies that in terms if health benefits they prefer vegetable
based burger, however some people love to eat meat, thus, would still prefer the meat –
based burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
24
Table 9. Preferences on vegetable and meat -based burger
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
I prefer vegetable –based burger
Disagree
13
6.5
Neutral
98
49.0
Agree
77
38.5
Vegetable –based burger is a
healthy food
Disagree
6
3.0
Neutral
74
37.0
Agree
108
54.0
I prefer to eat nutritious food
Disagree
1
0.5
Neutral
50
25.0
Agree
137
68.5
Easy to prepare food
Disagree
5
2.5
Neutral
93
46.5
Agree
90
45.0
*multiple response
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
25
Reason Why Veggie Burger is not Popular
Because of the health benefits derived from vegetable –based burgers, some
respondents would like to try, however it is not a popular food in fast food chains and
snack house. Vegemeat burger is available in selected supermarket intended for
vegetarian diet and for consumers who belong to religious sectors with meat restrictions.
Table 10 shows the reason mentioned by respondents on why veggie burger is not
popular. Fifty percent of the respondents mentioned lack of information, insufficient
promotion (33%), people are not interested to try (20.5%), veggie burger is new in the
market (11%) and limited supply (9%). Other respondents still prefer to eat meat –based
burger may be because they are not used to eat vegetable.
This implies that veggie burger is not well promoted and only few people know it
while meat –based burger is already introduced and known by the people and available in
fast food chains and food canteens/company’s like Mc Donald’s, Jollibee and burger
stands like Big Mak.
Table 10. Reason why veggie burger is not popular
PARTICULAR FREQUENCY PERCENTAGE
(F)
(%)
Insufficient promotion
66
33.0
New product in the market
22
11.0
Limited supply
18
9.0
People not interested to try
41
20.5
Lack of information
100
50.0
People love to eat meat
5
2.5
*multiple response
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
26
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to identify the consumer’s perception on meat and
vegetable –based burger. It aimed to identify the buying behavior of consumer on meat
and vegetable –based burger, identify the factors that effect consumer’s perception and
behavior on meat and vegetable –based burger.
The 200 respondents of the study were composed of the following groups:
student, farmer, government employee, unemployed or (housekeeper), and the laborer.
Out of the 200 respondents, 96% consumes burger and 4% do not consume burger.
Most of the respondents preferred meat –based burger than vegetable –based
burger. They buy burger from burger stand/street burger vendor, fast foods, canteen, and
in the restaurant. Most of respondents consume burger at snack time, however there are
also respondents who consume burger for lunch, breakfast, and dinner or any time they
want to consume.
The factors influencing the respondents to purchase or consume burger includes:
a) availability of the product in the market, b) perceived health value, c) availability of
the product at home, d) suggestion/recommendation friend, family members and
relatives, e) preferred by the family members, f) curiosity on the product, g) no need to
cook, h) easy to prepare, and they like the taste of burger.
Based on the opinions of respondents, veggie burger is not popular because of the
lack of information, insufficient promotion, people are not interested to try the product, it
is new product in the market and because of limited supply.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
27
Conclusions
The following conclusions were made based on the findings of the study:
1. Respondents/consumers perceived that a burger is a hamburger.
2. Meat –based burger is more popular than vegetable –based burger.
3. Burgers is consumed as snack food.
4. Consumers consume burger because it is always available in canteens, burger
stands, fast food chains, and restaurant or snack house.
5. Vegetable –based burger is not fully introduced or promoted especially in the
study area.
Recommendations
Based on the conclusion, the following recommendations are made:
1. It is recommended that information dissemination should be done to change
the perception of consumers on burger, that burger is not only hamburger but
patties that maybe made of meat or vegetables.
2. It is recommended that vegetable –based burger should also be promoted to
make it popular as the meat –based burger.
3. Promote consumption of burger especially for vegetable –based burger as a
nutritious snack food or even as a viand.
4. Make vegetable –based burger available in canteens, burger stands, fast food
chains, restaurants or snack house for consumers.
5. For an entrepreneur who is planning to go into production and marketing of
vegetable –based should take into consideration the perception and behavior
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
28
of target customer or market. In order to create demand for vegetable –based
burger product a thorough promotion of the product as a nutritious healthy
food should be given emphasis.
6. It is also recommended that feasibility study should be done to identify the
profitability of vegetable –based burger.
7. It is recommended that a further study should be done to determine the market
segments of burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
29
LITERATURE CITED
APPETIT, B. 1999. Veggie Burger Recipes. Retrieved September 12, 2006 from http://
www.epicurios.com/recipes/menus/vegburger.
ASSAEL, H. 1990. Marketing Principles and Strategy. (4th ed.). Dryden Press Chicago.
Pp. 147-149.
BRITANNICA.1768. The New Encyclopedia Britannica. Vol.5. (5th ed.). Encyclopedia
Britannica Inc. P. 656.
IRWIN, J. 1977. Consumer Behavior. Retrieved September 3, 2006, from
http://ccat.sas.upenn.edu/~sstumpf/cbresources.
KOTLER, P. 2000. Marketing Management. Prentice Hall, New Jersey. U.S.A. Pp. 162-170.
LUSCH, R.F. 1987. Principles of Marketing. Kent Publishing Company. Pp. 134-135.
McDOUGALL, J.M.D. 2006. Health Option. Retrieved August 19, 2006 from
http://www.all-creatures.org/mfz/health-protein-jm.
MOWEN, J.C. and .M. MINOR. 1998. Consumer Behavior. (5th ed.). Prentice- Hall, Inc.
Pp. 6-12.
OLSON, J.C. and J.P. PETER. 1996. Consumer Behavior and Marketing Strategy. (4th
ed.). Irwin Publishers. P.1.
PERNER. N.D. The Psychology of Consumers. Retrieved July 2, 2006, from
http://www.larsperner.com.
PRIDE, W.M. and O.C. FERREL. 1983. Marketing: Basic Concepts and Decisions.
Boston: Houghton Mifflin Com. Pp. 142-143.
TIGO, M.M. 2004. Perception and attitude towards development programs implemented
by the barangays officials in three barangays of Kasibu, Nueva Vizcaya. BS
Thesis. Benguet State University. La Trinidad, Benguet.
WIKIPEDIA. N.D. Perception. Retrieved August 4, 2006, from
http://ccat.sas.upenn.edu/~sstump/cbperception.html.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
30
APPENDIX
SURVEY QUESTIONNAIRE
Name: (optional)
Sex: .
Address: Civil Status: .
1.
Age:_________(yrs)
2.
Ethnic Affiliation / Origin
Tagalog
Kalinga
Ilocos region
Mt. Province
Benguet
Pangasinense
Ifugao
Others (pls. Specify) _____________________
3.
Religious Affiliation
Roman Catholic
Jehovah Witnesses
Iglesia Ni Cristo
Baptist
Anglican
Others ( pls. Specify) ____________________
4.
Educational Attainment
Elementary Level
College Level
High School Level College Graduate
Vocational
Graduate degree – Ms, Ma, Phd.., etc…
5.
Main Occupation
Farmer
Businessman / Woman
Housekeeper
Self- employed
Laborer
Private employee
Student
Government employee
Others (pls. specify) .
6.
Household average monthly income
Less than PhP 10,000
PhP 21,000 – 30,000
PhP 10,000 – 15,000
PhP 31,000 – 40,000
PhP 16,000 – 20,000
Above 40,000
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
31
7.
How often do you eat burger?
Daily
Twice a week
Once a week
Three times a week
Others (pls. specify) .
8.
Where do you buy burger?
Fast food
Burger Stand
Restaurant
Street Vendor
Canteen
Others ( pls. specify) .
9.
Who are the other consumers of burger in the family?
Parents
All members in the family
Children
None
Consumer Perception and Behavior
10.
What comes into your mind when you heard the word burger?
Hamburger
Cheese Burger
Veggie Burger
Others (pls specify) .
11.
Do you like burger?
____Yes
____No
12.
What kind of burger?
Meat-based burger
Vegetable – based burger
13.
What are the factor that influence you to consume burger?
Availability of the product at home
Preferred by the family
Suggestions of friends, family members and relatives
Perceived health value of the product
Availability of the product in the market
Curiosity with the product
Easy to handle and prepare
Others (pls. specify) .
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
32
14.
At what time of the day do you eat burger?
Breakfast
Dinner
Lunch
Snack time
15.
Please check the corresponding columns as to whether you agree or disagree with
the following statements.
Disagree
Neutral
Agree
a. I prefer vegetables- based burger
b. Vegetable-based burger is a healthy food
c. I prefer to eat nutritious
food
d. I prefer easy to prepared food
16.
In your opinion, what do you think is the reason why Veggie burger is not well
known?
Insufficient promotion
people not interested to try
New product in the market
Lack of information
Limited supply others (pls. specify) .
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
33
CONSUMERS’ PERCEPTION ON MEAT AND
VEGETABLE -BASED BURGER
HECTOR S. PAREDES
A THESIS SUBMITTED TO THE COLLEGE OF AGRICULTURE,
BENGUET STATE UNIVERSITY IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE
BACHELOR OF SCIENCE IN AGRIBUSINESS
(ENTERPRISE MANGEMENT)
APRIL 2007
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
34
CA-UR Form 10 File No. .
Benguet State University
COLLEGE OF AGRICULTURE
La Trinidad, Benguet
This thesis, titled “CONSUMERS’ PERCEPTION ON MEAT AND
VEGETABLE –BASED BURGER” prepared and submitted by HECTOR S. PAREDES
for the degree BACHELOR OF SCIENCE IN AGRIBUSINESS (Enterprise
Management) is here by accepted.
JOVITA M. SIM ANDREW K. DEL-ONG
Adviser and Chairperson, Advisory Member, Advisory Committee
Committee Date Signed: .
Date Signed: .
LUKE L. CUANGEY EVANGELINE B. CUNGIHAN
Member, Advisory Committee Member, Advisory Committee
Date Signed: and Department Chairperson
Date Signed: .
MACARIO D. CADATAL
Dean
Date Signed .
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
PAREDES, HECTOR S. APRIL 2007. Consumers Perception on Meat and
Vegetable –Based Burger. Benguet State University, La Trinidad, Benguet.
Adviser: Jovita M. Sim, MSc
ABSTRACT
The study was conducted in La Trinidad, Benguet –to determine the perception of
consumers on meat and vegetable –based burger. There were 200 respondents of the
study. Consumers perceived that a burger is a hamburger, cheese burger, veggie burger,
bread, food, beef, expensive food or big burger. Ninety six percent of the respondents
consume burger and they buy from burger stand/street burger vendor, fast food, and
canteen or in the restaurant. Most of respondents consume burger at snack time and there
are also respondents who consume burger for lunch, breakfast and dinner or any time
they want to consume.
Influencers of burger consumption include; availability of burger in the market,
health value/benefits, availability of burger at home, friend, family members, relatives,
curiosity, no need to cook, easy to prepare and the taste.
Based on the opinions of respondents, veggie burger is not popular because of the
lack of information, insufficient promotion, people are not interested to try the product, it
is new product in the market and because of limited supply.
Based on the result, it is concluded that burger is consumed as snack food and
always available in canteens, burger stand, fast food chains and restaurant or snack house.
But because meat –based burger is more popular than vegetable –based burger, the
respondents perceived burger as hamburger or meat. Therefore it is recommended that
vegetable –based burger should be promoted in order to change the perception of
consumer on burger that burger maybe made of meat or vegetable. It is also
recommended that feasibility study should be done to identify the profitability of
vegetable –based burger and further study on market segments of burger either meat or
vegetable –based burger.
ii
TABLE OF CONTENTS
Page
Bibliography……………………………………………………………..… i
Abstract ……………………………………………………………..……… i
Table of Contents………………………………………………………….. iii
INTRODUCTION ………………………………………………………… 1
Rational …………………………………………………………..... 1
Statement of the Problem ………………………………………….. 2
Objectives of the Study ……………………………………………. 2
Importance of the Study …………………………………………… 3
Scope and Limitations of the Study ……………………………….. 3
REVIEW OF LITERATURE ……………………………………………… 4
Historical Background of Burger ………………………………….. 4
Perception Defined ………………………………………………… 4
Factors Influencing Consumer Perception and Behavior ………….. 5
Definition of Terms ………………………………………………… 9
METHODOLOGY ………………………………………………………… 10
Locale and Time of the Study ……………………………………… 10
Respondents of the Study ………………………………………….. 10
Data Collection …………………………………………………….. 10
Data Gathered ……………………………………………………… 10
Data Analysis ……………………………………………………… 11
iii
RESULT AND DISCUSSION …………………………………………….. 12
Personal Profile of Respondents ……………………...……………. 12
Sex …………………………………………………………. 12
Civil status …………………………………………………. 12
Province or region of origin ……………………………….. 12
Religious affiliation ………………………………………… 12
Educational attainment …………………………………….. 13
Occupation …………………………………………………. 13
Monthly income ……………………………………………. 13
Consumers’ Perception on Burger …………………………………. 17
Consumer of Burger ………………………………………………… 18
Kind of Burger ……………………………………………………… 19
Purchase Area/Outlet ……………………………………………….. 19
Frequency of Burger Consumption ………………………………… 20
Reason for Consuming Burger …………………………………….. 21
Time of Consumption ……………………………………………… 22
Consumers’ Perception on Meat and Vegetable –Based Burger ……. 23
Reason Why Veggie Burger is not Popular ………………………… 25
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ………….. 26
Summary …………………………………………………………… 26
Conclusions …………………………………………………………. 27
Recommendations …………………………………………………… 27
iv
LITERATURE CITED ……………………………………………………… 29
APPENDIX …………………………………………………………………. 30
Survey Questionnaire ……………………………………………….. 30
v
INTRODUCTION
Rationale
Nowaday’s consumers are becoming aware and conscious of their health.
Therefore nutrition is an emotional subject and nothing arouses people’s passions more
than the subject of protein in their diet. Widely divergent opinions on whether more
protein or less is best, and on the merits of animal vs. vegetable sources, have been
debated for many years. And for all that time solid scientific research has clearly
supported the wisdom of a diet low in protein – favoring vegetable sources. So far,
however, the scientific facts have fought a losing battle against popular opinion – which
values high-protein diets based on animal foods (Wikipedia, N.D.). McDougall (2006)
once said, “Truth is mighty and will prevail. There is nothing wrong with this, except that
it ain't so.” Even though the facts may never become popular knowledge, he will always
believe that our fundamental right to know the truth about our nutritional requirements –
this vital information should be taught from childhood as basic education, along with
reading, writing, and mathematics – and along with health facts such as cigarettes cause
lung damage, drunk driving kills, and automobile safety belts save lives.
Meat based burger has a fat content that supplies the juicy taste that consumers
love, but has also linked to health problems. This and the rise in popularity of a
vegetarian diet, led food processor to develop a meatless burger or so called “veggie
burger”. This veggie burger have become especially popular as we try to eat more plant
foods rich in vitamins, minerals and phytochemicals and consume fewer calories from
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
2
red meats and saturated fats. They also are typically very low in cholesterol and provide
important dietary fiber (Appetit, 1999).
On this basis, this study intends to find out how do consumers perceive on meat
and vegetable based burger. And if we talk perception, it is one of the oldest fields within
scientific psychology, and there are correspondingly many theories about its underlying
processes (Wikipedia, N.D.).
Therefore this research will then study the perception on meat and vegetable
based burger.
Statement of the Problem
The study will focus on the consumers’ perception and behavior on meat and
vegetables based burger in La Trinidad, Benguet. It seeks to answer the following
questions:
1. What is the perception of consumers on meat and vegetable -based burger?
2. What is the buying behavior of consumers on meat and vegetable –based
burger?
3. What are the factors affecting the consumer perception behavior on meat and
vegetable -based burger?
Objectives of the Study
1. To identify consumers’ perception on meat and vegetable -based burger.
2. To identify the buying behavior of consumers’ on meat and vegetable -based
burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
3
3. To identify the factors that affect consumer perception and behavior on meat
and vegetable -based burger.
Importance of the Study
The study will then promote and introduce “veggie burger” for the consumers
especially for the vegetarians and to the health conscious people. Also provide beneficial
information to businessmen, firms and organizations based on the perception and
behavior of the consumer.
Scope and Limitations of the Study
This research was conducted in La Trinidad, Benguet where the data were
gathered. The main concern was to look into the consumers’ perception on meat and
vegetable –based burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
4
REVIEW OF LITERATURE
Historical Background of Burger
Burger is patty or small cakes of food, as specified, usually ground or chopped,
grilled, and serve on a bun. The origin of hamburger is unknown, but the hamburger patty
and sandwich were probably brought by 19th –century German immigrants to the United
States, where in a matter of decades it come to be considered an archetypal American
food. The importance of the hamburger in 20th –century American popular culture is
indicated by its virtual ubiquity at backyard barbeques and on fast-food restaurant menus
and by the proliferation of so called hamburger stands and restaurants. Some chains, such
as McDonalds, Burger King and Wendy’s have proliferated worldwide (Britannica,
1768).
Perception Defined
The word, perception, comes from the Latin word, capere, meaning to take, the
prefix per- means 'completely (Wikipedia, N.D.).
Perception is one of the oldest fields within scientific psychology, and there are
correspondingly many theories about its underlying processes. The oldest quantitative
law in psychology is the Weber-Fechner law, which quantifies the relationship between
the intensity of physical stimuli and their perceptual effects. It was the study of
perception that gave rise to the Gestalt school of psychology, with its emphasis on
holistic approaches (Wikipedia, N.D.).
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
5
Perception is the interpretation process by which consumer makes sense of their
own environment. Many people believe that perception is passive or rather that we see
and hear what is out there very objectively (Olson and Peter, 1996). However, the truth is
quite the contrary. People actually actively perceive stimuli and objects in their
surrounding environments. Consumers see what they expect to see, and what they expect
to see usually depends on their general belief and stereotypes. Since different groups
(segment) of people have different general belief and stereotypes, they tend to perceive
stimuli in the marketing environment differently (Irwin, 1977). What does all of this
mean for marketers? Basically, that marketer needs to be aware of this fact about
perception so that may be able to tailor their marketing stimuli (i.e ads, packaging,
pricing, etc.) differently for the different segments they are targeting. Additionally,
perceptual expectations can lead to illusions and illusions can be used to great effect in
packaging and advertising.
Factors Influencing Consumers Perception and Behavior
Tigo (2004), cited that one perception of a certain thing determine the overt
behavior exhibited under a given condition. Perception is the process of becoming aware
of objects, qualities, relation or problems 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 a motive
when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
6
pressing to direct the person seeks satisfaction of the need (Kotler, 2000). People have
choices that depend upon the information they received, the influenced of the
environment. Preferences of people are based on their taste, what they see and whatever
information they hear about a product.
Consumer perception are also influenced by personal characteristics, this include
the consumer age, occupation, and personality.
Social factor can also influenced a consumer behavior such as the consumer's
reference group, family and social roles (Kotler, 2000). The perception of consumer in
buying burgers product might be influenced by friends. Most groups buy common
products because it is choice of her friend or family and because people believe that it
would be good enough to buy healthy product as their companions says. As Kotler (2000)
defines reference groups are those groups that have direct or indirect influence on the
people's attitude or behavior.
Cultural, social, personal and psychological factors are major factors influencing
consumers buying behavior. Cultural factors exert the broadest and deepest influence on
consumer behavior. This is the most fundamental determinant of a persons wants.
Consumer’s behavior will lead them on how much they want the product. This is also
determines what is acceptable with product advertising. Culture determines most people
eat and their beliefs. Each culture contains smaller group or sub-culture that provides
more identification and socialization. Stratification may take the form of caste system
where the members of different castes are reared for certain roles and cannot change their
caste membership. More frequently, stratification takes the form of social classes. Social
classes an open group of individuals who have similar social interest (Kotler, 2000).
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
7
Culture is part of the external influences that impact the consumer. That is, culture
represents influences that are imposed on the consumer by the other individuals.
Knowledge and beliefs are important parts of culture (Perner, N.D.) perception also are
an approximation of reality. Exposure involves the extent to which we encounter a
stimulus. For instance, people are exposed to numerous commercial messages like
billboards, radio advertisement media, sign and banners. This will affect the perception of
people (Perner, N.D.).
Abraham Maslow' s hierarchy of needs theory sets out to explain what motivated
individuals in life to achieve. And the answer of his theory is the individuals aim to meet
basic psychological needs of hunger and thirst. When this has been met they then move
up to the target (Mowen and Minor, 1998) easily determine that consumer spend much of
money for health product/food because people much concern with their health than
luxurious things.
The buyer behavior of consumer as stated by Lusch (1987) strongly influenced by
how they perceive the environment around them, including products and other marketing
stimuli. Although perception depends on both external stimuli in a point of purchase
displays, coupons, sales people, and free samples. Personal factors also influence
consumer perception such as attitudes, motives and prior experience. If you have a
positive attitude toward personal hygiene, you are more like to notice the advertisement
than would a person who is unconcerned with personal hygiene.
Three research perspectives act and identify the factors that influence consumer
perception and behavior; first is the decision making perspective which portrays
consumer as taking a series of steps when buying. It includes the problem recognition
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
8
search, evaluation and their choices. Second, is the experiential perspective on consumer
buying processes that in some instances consumers do not just buy according to a strictly
rational decision-making process. Instead, people buy certain product in order for them to
experiment and because people are influenced with some advertisement related to the
products they want to buy. Lastly, the personal value of consumer behavior -it helps
people become better consumers by revealing them how they and others go about their
consumption activities (Pride and Ferrell, 1983). One more factor that affects the
perception of consumers on meat and vegetables based burger product is the
advertisement. This can possibly influence consumers because like most veggie burger is
not well known.
The author stated that the consumers mind set is formed by his/her needs,
perception of a brand or company and attitude towards that brand or company. Needs are
forces that direct consumers toward the achievement of certain goals, perception are the
way consumers organize and interpret information about objects like brands, companies
and attitudes are the consumers tendency to evaluate an object in a favorable or
unfavorable way (Assael, 1990).
Personality is internal in which both experiment and behavior related in an orderly
way. Uniqueness arises from heredity and our experiences. And perception receives
information through the senses: sight, taste and hearing. Inputs information is the
sensation received through sense organs. When we hear advertisement, see a friend and
taste a product (Pride and Ferrell, 1983).
Mowen and Minor (1998), defined consumer behavior as an action a person takes
in purchasing and using a product. It indicates that consumer behavior not only involves
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
9
the specific actions taken by individuals when buying and using product but all social and
psychological factors that affect these actions.
Definition of Terms
Behavior – attitudes, feeling and personality on meat and vegetable based burger.
Perception – thoughts or idea of consumer on meat and vegetable based burger.
Buying behavior – the decision process and actions of people involved in buying
and using products.
Consumption – the using up off goods and services having an exchangeable
value.
Stereotypes – a simplified and standardized conception or image invested with
special meaning and held in common by members or group.
Stimuli – something that excite an organism or part to functionable activity.
– something that to action or exertion or quickens action, felling, thought,
etc.
Snowballing – to grow or become larger, greater, more intense, etc…, at an
accelerating rate.
Proliferation – an excessive, rapid spread.
Psychology – the sum of the mental states and process of a person or a number of
person, extrasensory perception as determining action.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
10
METHODOLOGY
Locale and Time of the Study
The research study was conducted in the municipality of La Trinidad, Benguet
from December to January 2007. It covers the sixteen barangays of La Trinidad, Benguet
(Figure 1).
Respondents of the Study
The respondents of the study were the residents of La Trinidad. There are 200
respondents chosen at random.
Data Collection
A survey questionnaire was used as a tool in gathering data. Questionnaire was
fill-up in the presence of the researcher. Snow balling was applied in order to gather
information.
Data Gathered
The data gathered included the following: a) consumers’ perception on meat and
vegetable –based burger, b) the buying behavior of consumers’ on meat and vegetable
–based burger and c) the factors that affect consumers’ perception and behavior on meat
and vegetable –based burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
11
Data Analysis
The data gathered was tabulated and analyzed using statistical tools such as
frequency and percentage.
Figure 1. Municipal map of La Trinidad, Benguet
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
12
RESULTS AND DISCUSSION
Personal Profile of Respondents
Table 1 shows the personal profile of the respondents in term of variables such as
sex, civil status, age, province and or region of origin, monthly income, educational
attainment, and occupation.
Sex. There were slightly more female respondents (59%) than males (41%). As to
age, 49% of respondents were of 20-10 years old, (31%) were 21-30 years old, (8%) were
31-40 years old, 4.5% were 41-50 years old and 2.5% were above 50 years old. Five
percent (5%) of the respondent who did not indicate their age.
Civil status. Since most of my respondents were students, majority (71.5%) are
single, 26% are married.
Province or region of origin. Since the study was conducted in La Trinidad,
Benguet, majority (63%) of the respondents are from the province of Benguet, 18.5% are
from Mt. Province, a province adjacent to Benguet and 11% from Ilocos Region, either
from the province of La Union, Ilocos Sur, and Ilocos Norte, these provinces that are
adjacent or near Benguet province. There are 3.5% of respondents who are from Kalinga,
3% are from Tagalog areas/region, and 1% from the province of Ifugao. Result implies
that peoples in La Trinidad, Benguet come from different provinces such Ifugao, Mt.
Province, Ilocos Norte/Sur Region, La Union, Pangasinan, and other provinces of Luzon,
thus respondents were a variety of culture from these areas.
Religious affiliation. Most of the respondents belong to the Roman Catholic
sector (53.5%), 25% are Protestants (Baptist, UCCP, Lutheran, etc.), 7.5% are protestants
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
13
from Anglican, 4.5% are Pentecost and 4.5% are Iglesia ni Kristo, 4% are Jehovah’s
Witnesses, and 1% Pagan. All the respondents belong to religious sectors where in there
are no restrictions in meat consumption except for Iglesia ni Kristo and Pentecost who are
not eat meat.
Educational attainment. Most of the respondents 54.5% have reached or are in
college level, 15.5% are college graduate, 14.5% have reached or are in the secondary
level, 6.5% have finished vocational courses, 5.5% had finished graduate degree and
3.5% had finished elementary. This implies that most the respondent have finished a
course degree or college level.
Occupation. Most of the respondents are students 52.5%. This is followed by
farmers (11%) and businessmen/self employed (10.5%). The others are private employee,
unemployed (housekeeper), government employee and laborers. This implies that more
of the respondents are students because La Trinidad, like Baguio City is also an education
center due to the presence of colleges and universities like Benguet State University,
Eastern Luzon College and Cordillera College.
Monthly income. In terms of their monthly income, more than one half (53.5%)
of respondents have an income of less than 10,000 pesos per month, 19% have an income
ranging from 10,000-15,000 pesos and 19% of the respondents did not indicate their
income. The others have an income of more than 16,000 pesos per month. Student’s
income is in the form of allowance from their parents.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
14
Table 1. Respondents profile
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Sex
Male
82
41.0
Female
118
59.0
TOTAL
200
100
Age (yrs.)
10-20
98
49.0
21-30
62
31.0
31-40
16
8.0
41-50
9
4.5
51-above
5
2.5
No answer
10
5
TOTAL
200
100
Civil Status
Single
143
71.0
Married
52
26.0
Separated
3
2.0
Widow
2
1.0
TOTAL
200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
15
Table 1. Continued…
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Province/Region of Origin
Tagalog Region
6
3.0
Ilocos Region
21
11.0
Benguet
126
63.0
Ifugao
2
1.0
Kalinga
7
3.5
Mt. Province
37
18.5
TOTAL
200
100
Religion
Roman Catholic
107
53.5
Iglesia ni Kristo
9
4.5
Anglican
15
7.5
Jehovah’s Witnesses
8
4.0
Pagan
2
1.0
Pentecost
9
4.5
Protestant (Baptist, UCCP, Lutheran, etc)
50
25.0
TOTAL
200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
16
Table 1. Continued…
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Educational Attainment
Elementary
7
3.5
High School
29
14.5
College
109
54.5
College Graduate
31
15.5
Graduate Degree
11
5.5
Vocational
13
6.5
TOTAL
200
100
Occupation
Farmer
22
11.0
Unemployed (housekeeper)
13
6.5
Laborer
11
5.5
Student
105
52.5
Businessmen/Self-employed
21
10.5
Private employee
15
7.5
Government employee
13
6.5
TOTAL
200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
17
Table 1. Continued…
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
Monthly Income
Less than P10,000
107
53.5
P10,000-P15,000
38
19.0
P16,000-P20,000
7
3.5
P21,000-P30,000
8
4.0
P31,000-P40,000
1
5.0
Above P40,000
1
5.0
Consumers’ Perception on Burgers
Because of the popularity of hamburger, 71.5% of the respondents perceived that
a burger is hamburger. Twenty five percent of the respondents say it is cheese burger and
6% perceived as a veggie burger. The other respondents perceive that a burger is a bread
(3.5%), a food (2%) and a beef (0.5%). One respondent even mentioned that a burger is
an expensive food. This implies that majority of the respondents perceive that a burger is
out of meat such as beef, with or without cheese as displayed and sold by burger stands,
fast food chains, and canteen, store or snack house.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
18
Table 2. Consumers’ perception on burgers
PERCEPTION FREQUENCY PERCENTAGE
(F)
(%)
Hamburger 143
71.5
Cheese Burger
50
25.0
Veggie Burger
12
6.0
Bread 7
3.5
Food 4
2.0
Beef 1
0.5
Expensive Food
1
0.5
*multiple response
Consumer of Burger
Majority (96%) of the respondents are consumers of burgers, and only (4%) do
not consume (Table 3). Result implies that burger is a product liked by most consumers.
Table 3. Consumer of burger
PARTICULAR FREQUENCY PERCENTAGE
(F)
(%)
Consumers 192
96.0
Do not consume
8
4.0
TOTAL 200
100
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
19
Kind of Burger
Table 4 show the kind of burger consumed by respondents. Result shows that
64% of respondents prefer meat based burger while 36% prefer vegetable based burger.
This implies that respondents preferred meat based burger than vegetable based burger.
This is evident with the presence of burger stands in schools and densely populated area.
In fact meat –based burger is a very popular snack food.
Table 4. Kind of burger preferred by respondents
KIND FREQUENCY
PERCENTAGE
(F)
(%)
Meat -based burger
128
64.0
Vegetable -based burger
72
36.0
*multiple response
Purchase Area/Outlet
Most (74%) of the respondents buy burger in burger stand or street burger vendor,
21.5% in fast food chain, 12.5% in canteens and 7.5% in restaurant (Table 5). Due to the
presence of burger stand in almost all areas of La Trinidad especially densely populated
areas, majority of the respondents buy burger in burger stand or street burger vendor
which ever is most accessible to them.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
20
Table 5. Purchase area/outlet of burgers consumed by respondents
PLACE/OUTLET FREQUENCY PERCENTAGE
(F)
(%)
Fast food
43
21.5
Restaurant 15
7.5
Canteen 25
12.5
Burger stand/street vendor
148
74.0
*multiple response
Frequency of Burger Consumption
Table 6 shows the frequency of consuming burger by the respondents. Result shows
that 36.5% of the respondents consume burger once a week, 22% consume occasionally
or depending on the need, 13.5% consume once a month and 10.5% consume twice a
week. Other respondents are consuming burger three times a week (3.5%), daily (5%),
twice a month (2%), three times a month (2.5%) and some are consuming once a year
(2%). Five respondents (2.5%) answered that they never consumed burger may be
because they simply do not like burgers. This implies that respondents consumes burger
once a week or occasionally or depending on their need ( to satisfy their craving for food
such as burger) and very few of the respondents are consuming burger daily, (this may be
the students respondents).
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
21
Table 6. Frequency of burger consumption
BURGER
FREQUENCY
PERCENTAGE
CONSUMPTION
(F)
(%)
Daily 10
5.0
Once a week
73
36.5
Twice a week
21
10.5
Three times a week
7
3.5
Once a month
27
13.5
Twice a month
4
2.0
Three times a month
5
2.5
Once a year
4
2.0
Occasionally/depend
44
22.0
Reason for Consuming Burger
Consumer’s preference to consume a certain food items is influenced by several
factors. In the case of burgers, several influencing factors were identified by the
respondents. Twenty five percent of the respondents consume burger because of the
availability of the product in the market, food stalls, snack house or canteen and burger
stand. Twenty two (22%) says that they consume burger because of the health
value/benefits of the product, availability of the product at home (19.5%),
suggestion/recommendation of friend, family members and relatives (16%), preferred by
the family (13.5%) and curiosity on the product (13.5%). Sixteen of the respondents (8%)
like to consume because there is no need to cook and always available in burger stands
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
22
and snack canteen, easy to prepare (7%) and they like the taste (2%). This implies that
burger is a commodity that is always available in the market, canteen, snack house and
known by most people. Respondents also recognize the health benefits provided by
burger that’s why they consume.
Table 7. Reason for consuming burger
REASONS FREQUENCY
PERCENTAGE
(F)
(%)
Availability of the product at home
39
19.5
Preferred by the family
27
13.5
Suggestion of friend, family members and
32 16.0
relatives
Perceived health value of the product
44
22.0
Availability of the product in the market
50
25.0
Curiosity with the product
26
13.0
No need to cook
16
8.0
Easy to handle and prepare
14
7.0
Taste good
4
2.0
*multiple response
Time of Consumption
Table 8 shows that majority (84.5%) of the respondents consume burger at snack
time. Some respondents (11.5%) are consuming at lunch time as main meal for lunch and
few (5%) of respondents consume burger at breakfast. This implies that burger is
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
23
consumed during snack time as snack food and sometimes as main meal food for lunch
especially for students, who did not bring their packed lunch.
Table 8. Time of consumption
TIME OF
FREQUENCY
PERCENTAGE
CONSUMPTION
(F)
(%)
Breakfast 10
5
Lunch 23
11.5
Dinner 7
3.5
Snack 169
84.5
Anytime 2
1
*multiple response
Consumers’ Perception on Vegetable and Meat -based Burger
Vegetable -based burger is comparable to meat -based burger as shown in Table 9,
because most respondents answered neutral when asked them if they prefer and believe
that vegetable based burger is better than meat based burger. When asked them if
vegetable based burger is a healthy food, most of respondents agreed. Most (68.5%) of
respondents agreed or preferred nutritious food, thus agreed that vegetable –based burger
is a nutritious food. This implies that in terms if health benefits they prefer vegetable
based burger, however some people love to eat meat, thus, would still prefer the meat –
based burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
24
Table 9. Preferences on vegetable and meat -based burger
PARTICULAR FREQUENCY
PERCENTAGE
(F)
(%)
I prefer vegetable –based burger
Disagree
13
6.5
Neutral
98
49.0
Agree
77
38.5
Vegetable –based burger is a
healthy food
Disagree
6
3.0
Neutral
74
37.0
Agree
108
54.0
I prefer to eat nutritious food
Disagree
1
0.5
Neutral
50
25.0
Agree
137
68.5
Easy to prepare food
Disagree
5
2.5
Neutral
93
46.5
Agree
90
45.0
*multiple response
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
25
Reason Why Veggie Burger is not Popular
Because of the health benefits derived from vegetable –based burgers, some
respondents would like to try, however it is not a popular food in fast food chains and
snack house. Vegemeat burger is available in selected supermarket intended for
vegetarian diet and for consumers who belong to religious sectors with meat restrictions.
Table 10 shows the reason mentioned by respondents on why veggie burger is not
popular. Fifty percent of the respondents mentioned lack of information, insufficient
promotion (33%), people are not interested to try (20.5%), veggie burger is new in the
market (11%) and limited supply (9%). Other respondents still prefer to eat meat –based
burger may be because they are not used to eat vegetable.
This implies that veggie burger is not well promoted and only few people know it
while meat –based burger is already introduced and known by the people and available in
fast food chains and food canteens/company’s like Mc Donald’s, Jollibee and burger
stands like Big Mak.
Table 10. Reason why veggie burger is not popular
PARTICULAR FREQUENCY PERCENTAGE
(F)
(%)
Insufficient promotion
66
33.0
New product in the market
22
11.0
Limited supply
18
9.0
People not interested to try
41
20.5
Lack of information
100
50.0
People love to eat meat
5
2.5
*multiple response
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
26
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted to identify the consumer’s perception on meat and
vegetable –based burger. It aimed to identify the buying behavior of consumer on meat
and vegetable –based burger, identify the factors that effect consumer’s perception and
behavior on meat and vegetable –based burger.
The 200 respondents of the study were composed of the following groups:
student, farmer, government employee, unemployed or (housekeeper), and the laborer.
Out of the 200 respondents, 96% consumes burger and 4% do not consume burger.
Most of the respondents preferred meat –based burger than vegetable –based
burger. They buy burger from burger stand/street burger vendor, fast foods, canteen, and
in the restaurant. Most of respondents consume burger at snack time, however there are
also respondents who consume burger for lunch, breakfast, and dinner or any time they
want to consume.
The factors influencing the respondents to purchase or consume burger includes:
a) availability of the product in the market, b) perceived health value, c) availability of
the product at home, d) suggestion/recommendation friend, family members and
relatives, e) preferred by the family members, f) curiosity on the product, g) no need to
cook, h) easy to prepare, and they like the taste of burger.
Based on the opinions of respondents, veggie burger is not popular because of the
lack of information, insufficient promotion, people are not interested to try the product, it
is new product in the market and because of limited supply.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
27
Conclusions
The following conclusions were made based on the findings of the study:
1. Respondents/consumers perceived that a burger is a hamburger.
2. Meat –based burger is more popular than vegetable –based burger.
3. Burgers is consumed as snack food.
4. Consumers consume burger because it is always available in canteens, burger
stands, fast food chains, and restaurant or snack house.
5. Vegetable –based burger is not fully introduced or promoted especially in the
study area.
Recommendations
Based on the conclusion, the following recommendations are made:
1. It is recommended that information dissemination should be done to change
the perception of consumers on burger, that burger is not only hamburger but
patties that maybe made of meat or vegetables.
2. It is recommended that vegetable –based burger should also be promoted to
make it popular as the meat –based burger.
3. Promote consumption of burger especially for vegetable –based burger as a
nutritious snack food or even as a viand.
4. Make vegetable –based burger available in canteens, burger stands, fast food
chains, restaurants or snack house for consumers.
5. For an entrepreneur who is planning to go into production and marketing of
vegetable –based should take into consideration the perception and behavior
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
28
of target customer or market. In order to create demand for vegetable –based
burger product a thorough promotion of the product as a nutritious healthy
food should be given emphasis.
6. It is also recommended that feasibility study should be done to identify the
profitability of vegetable –based burger.
7. It is recommended that a further study should be done to determine the market
segments of burger.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
29
LITERATURE CITED
APPETIT, B. 1999. Veggie Burger Recipes. Retrieved September 12, 2006 from http://
www.epicurios.com/recipes/menus/vegburger.
ASSAEL, H. 1990. Marketing Principles and Strategy. (4th ed.). Dryden Press Chicago.
Pp. 147-149.
BRITANNICA.1768. The New Encyclopedia Britannica. Vol.5. (5th ed.). Encyclopedia
Britannica Inc. P. 656.
IRWIN, J. 1977. Consumer Behavior. Retrieved September 3, 2006, from
http://ccat.sas.upenn.edu/~sstumpf/cbresources.
KOTLER, P. 2000. Marketing Management. Prentice Hall, New Jersey. U.S.A. Pp. 162-170.
LUSCH, R.F. 1987. Principles of Marketing. Kent Publishing Company. Pp. 134-135.
McDOUGALL, J.M.D. 2006. Health Option. Retrieved August 19, 2006 from
http://www.all-creatures.org/mfz/health-protein-jm.
MOWEN, J.C. and .M. MINOR. 1998. Consumer Behavior. (5th ed.). Prentice- Hall, Inc.
Pp. 6-12.
OLSON, J.C. and J.P. PETER. 1996. Consumer Behavior and Marketing Strategy. (4th
ed.). Irwin Publishers. P.1.
PERNER. N.D. The Psychology of Consumers. Retrieved July 2, 2006, from
http://www.larsperner.com.
PRIDE, W.M. and O.C. FERREL. 1983. Marketing: Basic Concepts and Decisions.
Boston: Houghton Mifflin Com. Pp. 142-143.
TIGO, M.M. 2004. Perception and attitude towards development programs implemented
by the barangays officials in three barangays of Kasibu, Nueva Vizcaya. BS
Thesis. Benguet State University. La Trinidad, Benguet.
WIKIPEDIA. N.D. Perception. Retrieved August 4, 2006, from
http://ccat.sas.upenn.edu/~sstump/cbperception.html.
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
30
APPENDIX
SURVEY QUESTIONNAIRE
Name: (optional)
Sex: .
Address: Civil Status: .
1.
Age:_________(yrs)
2.
Ethnic Affiliation / Origin
Tagalog
Kalinga
Ilocos region
Mt. Province
Benguet
Pangasinense
Ifugao
Others (pls. Specify) _____________________
3.
Religious Affiliation
Roman Catholic
Jehovah Witnesses
Iglesia Ni Cristo
Baptist
Anglican
Others ( pls. Specify) ____________________
4.
Educational Attainment
Elementary Level
College Level
High School Level College Graduate
Vocational
Graduate degree – Ms, Ma, Phd.., etc…
5.
Main Occupation
Farmer
Businessman / Woman
Housekeeper
Self- employed
Laborer
Private employee
Student
Government employee
Others (pls. specify) .
6.
Household average monthly income
Less than PhP 10,000
PhP 21,000 – 30,000
PhP 10,000 – 15,000
PhP 31,000 – 40,000
PhP 16,000 – 20,000
Above 40,000
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
31
7.
How often do you eat burger?
Daily
Twice a week
Once a week
Three times a week
Others (pls. specify) .
8.
Where do you buy burger?
Fast food
Burger Stand
Restaurant
Street Vendor
Canteen
Others ( pls. specify) .
9.
Who are the other consumers of burger in the family?
Parents
All members in the family
Children
None
Consumer Perception and Behavior
10.
What comes into your mind when you heard the word burger?
Hamburger
Cheese Burger
Veggie Burger
Others (pls specify) .
11.
Do you like burger?
____Yes
____No
12.
What kind of burger?
Meat-based burger
Vegetable – based burger
13.
What are the factor that influence you to consume burger?
Availability of the product at home
Preferred by the family
Suggestions of friends, family members and relatives
Perceived health value of the product
Availability of the product in the market
Curiosity with the product
Easy to handle and prepare
Others (pls. specify) .
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
32
14.
At what time of the day do you eat burger?
Breakfast
Dinner
Lunch
Snack time
15.
Please check the corresponding columns as to whether you agree or disagree with
the following statements.
Disagree
Neutral
Agree
a. I prefer vegetables- based burger
b. Vegetable-based burger is a healthy food
c. I prefer to eat nutritious
food
d. I prefer easy to prepared food
16.
In your opinion, what do you think is the reason why Veggie burger is not well
known?
Insufficient promotion
people not interested to try
New product in the market
Lack of information
Limited supply others (pls. specify) .
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
33
CONSUMERS’ PERCEPTION ON MEAT AND
VEGETABLE -BASED BURGER
HECTOR S. PAREDES
A THESIS SUBMITTED TO THE COLLEGE OF AGRICULTURE,
BENGUET STATE UNIVERSITY IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE
BACHELOR OF SCIENCE IN AGRIBUSINESS
(ENTERPRISE MANGEMENT)
APRIL 2007
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
34
CA-UR Form 10 File No. .
Benguet State University
COLLEGE OF AGRICULTURE
La Trinidad, Benguet
This thesis, titled “CONSUMERS’ PERCEPTION ON MEAT AND
VEGETABLE –BASED BURGER” prepared and submitted by HECTOR S. PAREDES
for the degree BACHELOR OF SCIENCE IN AGRIBUSINESS (Enterprise
Management) is here by accepted.
JOVITA M. SIM ANDREW K. DEL-ONG
Adviser and Chairperson, Advisory Member, Advisory Committee
Committee Date Signed: .
Date Signed: .
LUKE L. CUANGEY EVANGELINE B. CUNGIHAN
Member, Advisory Committee Member, Advisory Committee
Date Signed: and Department Chairperson
Date Signed: .
MACARIO D. CADATAL
Dean
Date Signed .
Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
Document Outline
- Consumers Perception on Meat andVegetable �Based Burger
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objectives of the Study
- Importance of the Study
- Scope and Limitations of the Study
- REVIEW OF LITERATURE
- Historical Background of Burger
- Perception Defined
- Factors Influencing Consumers Perception and Behavior
- Definition of Terms
- METHODOLOGY
- RESULTS AND DISCUSSION
- Personal Profile of Respondents
- Consumers� Perception on Burgers
- Consumer of Burger
- Kind of Burger
- Purchase Area/Outlet
- Frequency of Burger Consumption
- Reason for Consuming Burger
- Time of Consumption
- Consumers� Perception on Vegetable and Meat -based Burger
- Reason Why Veggie Burger is not Popular
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDIX