BIBLIOGRAPHY AGALPAO, CHERRY L. APRIL...
BIBLIOGRAPHY
AGALPAO, CHERRY L. APRIL 2010. Consumers Perceptions on Drinking
Yogurt Drinks in La Trinidad, Benguet. Benguet State University La Trinidad, Benguet.
Adviser: Prof.Evangeline B. Cungihan, Msc.
ABSTRACT
Yogurt is one of the popular commodity being sold in all different market outlets
in La Trinidad. Among the local producers of yogurt drinks, there were 10 identified.
This study therefore conducted to identify and determine the consumers perceptions on
drinking yogurt drinks. One hundred respondents were randomly taken from the yogurt
drinkers in La Trinidad, Benguet.
From the gathered data, most of the respondents belonged to age bracket 18-
29.On their consumption patterns of yogurt drinks, seventy six percent are consumers and
regularly consuming 857 ml per week. Other members of the family are consuming 2120
ml per week. Most (45%) of the consumers drink yogurt at no definite time .
Majority (91%) of the respondents preferred homemade yogurt for the reason that
it is always available in sari-sari stores, canteen, yogurt street vendor, and grocery store.
Most of the consumers preferred the strawberry flavor followed by cookies and
cream , ube then blueberry . The preferred color was red and the container was plastic
bottle followed by plastic cup. They also prefer the chilled yogurt.
Consumers want to drink yogurt because of the benefits they like; it is good for
digestion, good/beneficial bacteria, excellent source of protein, boost immune system,
lowering cholesterol, prevent osteoporosis, excellent source of lactose, and promote child
growth.
The factors influencing consumers to drink yogurt in La Trinidad, Benguet
includes the perceived health benefit followed by availability of the product in the
market, the effect derived from drinking yogurt and preferred by the family members.
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TABLE OF CONTENTS
Page
Bibliography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Abstract.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
i
Table of Contents... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
iii
INTRODUCTION
Rationale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
1
Statement of the Problem. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
2
Objective of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Importance of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
3
Scope and Delimitation of the Study. . . . . . . . . . . . . . . . . . . . . . . .
3
REVIEW OF LITERATURE
Historical Background of Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . .
4
Yogurt Consumption Patterns. . . . . . . . . . . . . . . . . . . . . . . . . . . . .
5
Nutritional
Value
and
6
Health Benefits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Types of Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
7
Consumers Perceptions on
8
Drinking Yogurt drinks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Factors Influencing Consumption of Yogurts. . . . . . . . . . . . . . . . .
9
METHODOLOGY
13
Locale and time of the Study. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Respondents of the Study . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
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Data Collection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Data to be Gathered. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
Data Analysis . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
13
RESULTS AND DISCUSSION
Local Producers of
Yogurt Drinks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
14
Profile of the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
15
Frequency of Drinking
Yogurt Drinks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Average Weekly Consumption
of Yogurt Drinks. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
19
Composition of Family Members
who Drinks Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
20
Average Weekly Consumption of
Other Family Members on Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . .
21
Time of Consumption. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
21
Reasons for Drinking Yogurt Drinks. . . . . . . . . . . . . . . . . . . . . . . .
22
Yogurt Brand Preferred by
the Consumers. . . .. . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . .
23
Reason for Preferring Homemade
Yogurt Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
24
Characteristics of Homemade Yogurt
Preferred by the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
25
Place of Purchase. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Consumers Perception of a
Good Quality Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
27
Important Attributes Considered
by Consumers. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
29
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Reasons of Non-Consumers for
30
not Drinking Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Decision of Non-Consumers if Given
the Opportunity to Drink Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . .
31
Perception of Consumers on
Drinking Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
31
Perception of Consumers on the
Benefits of Drinking Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
32
Source of Information about the
Nutritional Benefits of Yogurt . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
32
Factors Influencing Consumers to
Drink Yogurt. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
34
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
36
Conclusions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
37
Recommendations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38
LITERATURE CITED. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
39
APPENDICES
A. Letter to the Respondents. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
41
B. Survey Questionnaire. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
42
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1
INTRODUCTION
Rationale
Regarded as the world’s first health food, today yogurt continues to be
recognized as one of the best. Yogurt is not just a food accompaniment, a dessert or
merely a diet food, but researchers are finding evidence that yogurt actually add years to
one's life as is found in some countries like South, Central and Western Asia, Central and
South Eastern Europe where yogurt and other fermented dairy products are a dietary
staple.
In Western cultures, yogurt can enjoy in a variety of ways, most popularly as a
cool dish mixed with fruit. Yogurt can be use to make healthy shakes or frozen to eat like
ice cream. Moreover, yogurt can use when cooking, in place of milk, sour cream, and
even some cheeses. In Middle Eastern cultures, yogurt has frequently served with meat,
meat sauces, and vegetables. It can be mix with various other sauces or used as a tangy
dollop on top of a meal (Estes, 2009).
While it is a staple in other parts of the world, yogurt drinks are a relatively new
phenomenon to American consumers. In 1947, Armenian immigrants Sarkis and Rose
Colombosian introduce it to the United States. By the late 20th century yogurt had
become a common American food item (Wikipedia, 2009). The national distribution of
yogurt drinks in the U.S. effectively began in 1999 with Dannon’s Danimals.
Yogurt had begun sweeping in Manila in the year 1990. Nestor Bonoan became
the first entrepreneur who ventured in the manufacturing of yogurt drinks and frozen
yogurt. He established more than 14 outlets in Metro Manila and entertaining franchise,
dealership of yogurts (Bonoan, 2009).
2
As people become more educated about the benefits of a low fat and Sugar-free diet, the
consumption of yogurts increased. Thus, many entrepreneurs entered in manufacturing of
different kinds of yogurt based products. Presently, there are more than five local
producers of yogurt in the locality of La Trinidad. There are different types of flavor of
yogurt drinks produced from which to choose. This includes strawberry, blueberry,
cookies and cream, chocolate, pandan, ube, pineapple, mango and other flavorings.
From the consumer’s point of view, yogurt is one of the common drinks or food
in La Trinidad because of the perceived unique benefits and it is the most healthful of all
dairy products.
In this regard, it is valuable to analyze the perception of consumers in La
Trinidad, and identify factors that influence people to drink or not to drink it aside from
the perceived nutritional benefits. This will also help the local producers of yogurt to
improve their marketing strategies in the success of operation and management of the
business.
Statement of the Problem
This study aimed to answer the following questions.
1. Who are the local producers of yogurt in La Trinidad, Benguet?
2. What are the consumption patterns of consumers of yogurt drinks?
3. What are the consumers perceptions on drinking yogurt drinks?
4. What are the factors influencing consumers to drink yogurt?
3
Objective of the Study
The following was the objectives of the study:
1. To identify the local producers of yogurt drinks in La Trinidad, Benguet.
2. To determine the consumption patterns of consumers of yogurt drinks.
3. To identify the consumers perceptions on drinking yogurt drinks.
4. To identify the factors the consumers to drink yogurt.
Importance of the Study
Since yogurt drinks is one of the popular product being sold in all different market
outlets in the locality of La Trinidad, the results of this study would then provide
beneficial information for local yogurt producers on the following:
a. the group of individuals or consumers who prefer to consume/drinks yogurt
drinks.
b. the perceptions of consumers on drinking yogurt drinks.
c. the preference of consumers as to the flavor, color and packaging and most
especially this could be guide for disposal of yogurt drinks produce.
Furthermore, the study of consumers perceptions provides information in the
successful operation and management of business. With this set of information an
entrepreneur can determines his target customer and would able to formulate an effective
marketing strategy to raise demand for yogurt drinks.
Scope and Delimitation of the Study
This study was limited to the consumers perceptions on drinking yogurt. It only
covered in the municipality of La Trinidad, Benguet.
4
REVIEW OF LITERATURE
Historical Background of Yogurt
Yogurt is a coagulated milk product resulting from the fermentation of lactic acid
in milk by Lactobacillus bulgaricus and Streptococcus thermophilus. Other lactic acid
bacteria (LAB) may be use to produce different characteristics of the final product, often
bacteria that are normally found in the gut. The finished product must contain live LAB
at a sufficient concentration so that the cultures remain active throughout the product's
shelf life. In addition, of course, there are flavoring materials, carbohydrates, and other
inert constituents (Griffith, 2007).
Yogurt is also called dadhi in India, leben in Egypt, Iraq, and Lebanon, tiaourti in
Greece, madzoon in Armenia, yaourt in Russia and Bulgaria, and mast in Iran, is one of
the oldest and most popular forms of fermented milk in the world. One of several legends
suggests that yogurt was first discover after goat milk, stored in gourds in the hot climate
of Mesopotamia, and naturally formed curd. A brave soul tasted the curdled mass,
reported it to be delicious, and survived, thus yogurt-making soon thereafter became an
art (Clark and Potka, 2009).
Then there is some folklore and historical evidence that associates the origin of
yoghurt in the medieval times with the Great Khan Genghis Khan in the 13th century
(Anonymous, 2008).The first account of a European encounter with yoghurt occurs in
French clinical history: Francis, ‘I suffered from a severe diarrhea which no French
doctor could cure”. His ally Suleiman the Magnificent sent a doctor, who allegedly cured
the patient with yoghurt (Wikipedia, 2009).
Until 1900’s, yogurt had been staple in diets in South, Central and Western Asia,
5
Central and Southeastern Europe, and the Middle East, especially in countries bordering
the east Mediterranean coast. While long a staple in other parts of the world, yogurt
drinks are a relatively new phenomenon to American consumers. In 1947, Armenian
immigrants Sarkis and Rose Colombosian introduced it to the United States. By the late
20th century yogurt had become a common American food item. The national distribution
of yogurt drinks in the U.S. effectively began in 1999 with Dannon’s Danimals
(Wikipedia, 2009).
Yogurt had begun sweeping in Manila in the year 1990. Nestor Bonoan became the first
successful entrepreneur who ventured in manufacturing of frozen yogurt and yogurt
drinks. Until he established more than 14 outlets in metro manila and entertaining
franchise, dealership of yogurts (Bonoan, 2009).
Yogurt Consumption Patterns
A study on challenges for increasing milk and yogurt consumption conducted
from PENSA Agribusiness Center in Brazil. The example gathered data can be extremely
beneficial to entrepreneur wishing challenges and formulate effective marketing strategy
to raise the demand of yogurt consumers or just have an insight on yogurt consumption.
Yogurt and milk is the second most consumed beverage with 25 %. Considering age,
most of the yogurt consumers were between 18 and 29 years old.
Most of them (45%) drink yogurt just once a week and daily just 11%. Yogurt as
well as milk consumes mainly during breakfast followed by breaks during afternoon and
before sleeping.
As for the yogurt consumption preference, Brazilian drink yogurt mixed with fruit
or pure yogurt only.
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Nutritional Value and Health Benefits
Yogurt is a very good source of calcium, phosphorus, riboflavin-vitamin B2
and iodine. Recent analysis of the product have also proved it to be a good source of
vitamin B12, pantothenic acid-vitaminB5,zinc,potassium,protein and molybdenum
(Decker, 2001).
It has health benefits beyond those of milk. People who are moderately
lactose-intolerant can enjoy yoghurt without ill effects, because the lactose in the milk
precursor is converting to lactic acid by the bacterial culture. They also appear to be
helpful in the treatment of gastrointestinal problems including ulcers, inflammatory
bowel disease, irritable bowel syndrome, flatulence and non-specific stomach aches
(Decker, 2001).
Yogurt had b noted to prevent urinary tract infections and yeast
infections in the mouth and diaper area. It have been also noted to help neutralize certain
toxins like
afflatoxins found in peanut butter (Decker, 2001).
Yogurt that contains live bacterial cultures may help you to live longer, and may fortify
your immune system. Research studies have shown that increased yogurt consumption,
particularly in the elderly, may enhance the immune response, which would in turn
increase resistance to immune-related diseases (Decker, 2001).
A study published in the international journal obesity also found that daily
consumption of 3ounces (100 g) of probiotic yogurt (yogurt containing health-promoting
bacteria) significantly improve the cholesterol profile, lowering LDL (bad) cholesterol
7
while raising HDL (good) cholesterol. Specifically, Significantly Increases Fat Loss, if
one is trying to lose weight, especially around the midsection, eating more calcium-rich
foods, especially low fat dairy foods such as cow's milk, yogurt and kefir, may really help
(Anonymous, 2008).
Furthermore, yogurt believed to promote freshness of breath and a healthy
mouth. Consuming just 3.2 ounces (90 grams) of yogurt twice a day not only lowers
levels of hydrogen sulfide and other volatile sulfide compounds responsible for bad
breath, but may also eliminate tongue-coating bacteria and reduce dental plaque
formation, cavities, and risk for gingivitis (Anonymous, 2008).
Types of Yogurts
Yogurt is considered as one of the healthiest foods in the world. However ,it is
perceived sour. If you take the Chinese characters for yoghurt, it means |”sour milk”. As
cited by Whiting (2009), there are numerous types of yogurt from which to choose. A
yogurt that made from the milk of cows, sheep, or goats is called “Greek yogurt”. It is
called Greek because the original thicker yogurt has made in Greece. It is sweeter than
American and European yogurts. Some yogurt that available in soft and hard-serve types
is called “Frozen yogurt”. According to The Nibble Magazine as cited by Whiting (2009)
some frozen yogurts produce are no live, active cultures due heat treated during
processing. A type of yogurt also known as “French- or Swiss-style yogurts” others say
custard yogurts that have thickened into a pudding or custard form and have added
flavorings and fruits had created in order to better market yogurt to the public. Custard
yogurts have additives in them that labeled as natural, but this does not mean they are
naturally in the yogurt.
8
Moreover, a type of yogurt that have made in liquid form or beverages.
Commonly known as’ Smoothies”; it is almost the consistency of a milkshake. It contains
calcium and beneficial bacterial from the live cultures in the yogurt. In addition, it is
easily be made at home in a blender or food processor with plain yogurt and the desired
fruit.
Finally, a type of yogurt that made from the milk of sheep, goats, or cows known
as ‘Plain yogurt”. The milk is one of three kinds; 2 percent low-fat milk, whole milk or
fat-free milk. Fat and calories in this kind of yogurt depend on what kind of milk is used.
There are not any additional flavorings added, so plain yogurt is what original yogurt
actually tastes like.
Consumers Perceptions on Drinking Yogurt Drinks
A study on challenges for increasing milk consumption and yogurt consumption
in Brazil conducted from PENSA, Agribusiness Center, Brazil for 335 subjects, 92 % of
the sample perceived yogurt is healthy , 70% being tasteful and 56% satiating hunger.
However only notable disadvantage of yogurt, “it makes you fat”, (70% agreed with this
sample).
Perception is 'the process by which an individual selects, organizes, and interprets
stimuli into a meaningful and coherent picture of the world. The lowest level at which an
individual can perceive a specific stimulus is that person’s absolute threshold. The
minimal difference that can be perceived between two stimuli is called the differential
threshold or just noticeable difference. Consumers above the level of their conscious
awareness perceive most stimuli; however, weak stimuli that can be perceived below the
level conscious awareness (Schiffman and Kanuk, 2007).
9
Consumer selections of stimuli from the environment are base on the interaction
of their expectation and motives with the stimulus itself. These factors give rise to four
important concepts concerning perception: a consumer actively seek out messages that
they found pleasant or with which they are sympathetic, and they actively avoid painful
or threatening ones .they also selectivity expose themselves to advertisement that reassure
them of the wisdom to purchase decisions this is called a selective exposure
(Schiffman and Kanuk, 2007).
Exposure is not enough to significant influence the individual—at least not based
on a single trial (certain advertisements, or commercial exposures such as the “Swoosh”
logo, can based on extensive repetition rather than much conscious attention (Perner,
2008).
In order for stimuli to be consciously processed, attention is need. Attention
means that consumers exercise a great deal of selectivity in terms of the attention they
give to commercial stimuli. Consumers also subconsciously screen out stimuli that they
find psychologically threatening this is called a Perceptual defense (Perner, 2008).
Furthermore, individuals constantly bombarded with stimuli during every
minute and every hour of everyday, thus consumers protect themselves by simply tuning
out-blocking such stimuli from conscious awareness .They do so self protection because
of the visually overwhelming nature of the world in which we live (Schiffman and
Kanuk, 2007).
Factors Influencing the Consumption of Yogurt Drinks
Most people tend to believe that yogurt is fattening. On the contrary, yogurt
makes for tasty eating, while it could actually help you lose weight. Yogurt is extremely
10
rich in calcium, and healthy bacteria’s contained in yogurt can help you lose the extra
weight. Yogurt contains many additional fat burning compounds, which, although rich,
can help as they are good for the body. It prevents fat storage and boosts weight loss
(Wilde, 2008).
However, Yogurt simply wouldn’t be yogurt without Lactobacillus bulgaricus and
Streptococcus thermophilus. The FDA standard of identity legally requires manufacturers
to use at least those two cultures to label their product yogurt (Decker, 2001).
Currently there is significant consumer confusion about which dairy products, both
refrigerated and frozen, contain live and active cultures. There also is confusion about
levels of live and active cultures in various products. The NYA Seal Program designed to
alleviate this confusion. It will enable consumers to clearly identify yogurt products that
contain significant amounts of live and active cultures, helping them to differentiate
readily these products from other products, which do not contain such cultures (Decker,
2001).
As cited by Kotler (2000), consumer studies how individuals, groups, and organizations
select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their
needs and desires. Understanding consumer behavior and knowing customers are never
simple. Customers may say one thing but do another. They may not be in touch with their
deeper motivations. They may respond to influences that change their mind at the last
minute. Some sources of influences, often we take the impact of culture that it’s influence
on behavior and is usually taken for granted but they are significant.
Cultural influences have a broad effect on buying behavior because they permit our daily
lives .Our culture provides standards and rules about what to eat, as to what suitable dress
11
to wear in a specific occasions and where we reside and travel. It broadly affects how we
buy, use products and influences our satisfaction from them .Social factors influence
what the consumers buy; often consumers seek to imitate other whom they admire, and
may buy the same brands (Schiffman and Kanuk, 2007).
Subculture often significantly influences the consumer. Subculture can be analyze at
different levels .identified based on nationalities, religions, racial groups, and geographic
regions. Analyze age groups can be also as subcultures because they often have
distinctive values and behaviors. People in similar age groups tend to have more
influence on each other. Several studies have found that teenagers do large potion grocery
shopping for the family; they select specific brands to be purchase. Baby boomers such as
people born between 1946 and 1964.The groups characterized as having a blend of “me-
generation” and old fashioned family values and strongly influencing the values of other
groups. They emphasize health and exercise, and have reduced their consumption of
cigarettes, coffee, and strong alcoholic beverages instead they buy or drinks beverages
that is nutritious (Peter and Olson, 2008).
In addition to cultural factors, a consumer behavior is influence by such social
factors as reference groups, family, and social roles. A reference group involve one or
more people whom someone us as a basis for comparison or point of reference in forming
affective and cognitive responses and performing behavior (Peter and Olson, 2008).
Their reference groups in at least three ways significantly influence people:
Reference groups expose an individual to new behaviors and lifestyles, and influence
attitudes and self-concept, they create pressures for conformity that may affect actual
product and brand choices. Aspirational groups are those a person hopes to join;
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Dissociative groups are those values or behavior an individual rejects (Kotler et al.,
2006).
However, Family is the most consumer buying organization in society, and family
members constitute the most influential primary reference group. Individual members of
families often serve different roles in decisions that ultimately draw on shared family
resources. Some individuals are information gatherers/holders, who seek out information
about products of relevance. Influencers that they may make their wishes known by
asking for specific products or causing embarrassing situations if their demands are not
meet. The decision maker(s) have the power to determine issues such as; whether to buy,
which product to buy, which brand to buy, where to buy it; and, when to buy (Kotler et
al., 2006).
Pollay and Mittal (1993) as cited by Logro (2008), that advertising is just one of the
many factors that influence choices. It both stimulates consumption and economic
activity and model life styles and a certain value orientation consumer have confronted
with substantial daily does on advertising in multiple media. Everyone seems to hold an
opinion about various aspects of advertising, ranging from amusement to cynicism and
condemnation.
The study of how the consumers have influenced by his or her environment helps
firm and organization improve their marketing strategies (Perner, 2008).
13
METHODOLOGY
Locale and Time of the Study
The study was conducted at La Trinidad, Benguet on November 2009 to April
2010.
Respondents of the Study
The respondents of the study were the residents of La Trinidad .There were
100 respondents who selected at random sampling.
Data Collection
Data for the study was obtained through survey questionnaires. Respondents were
asked to answer the questionnaires in the presence. The questionnaire formulated was
based on the objectives of the study.
Data Gathered
The data gathered included the following; local producers of yogurt drinks ,
consumption patterns of consumers ,consumers perceptions on drinking yogurt drinks
and factors influencing consumers to drink yogurt.
Data Analysis
The data was tabulated and analyzed using statistical tools such as frequency ,
percentage and mean.
14
RESULTS AND DISCUSSION
Local producers of yogurt drinks. Table 1 presents the processors of yogurt who
are based in La Trinidad, Benguet. The same are supplying the consumers in this area.
Most of them sell directly to the consumers while others supply them to sari-sari stores
within the locality.
There are 2 processors in Barangay Bayabas,1 in Beckel, 4 in Buyagan, and in 1
in Pico. Included in the list are 2 processors in Baguio City that also supply consumers in
La Trinidad.
Table 1. Local producers of yogurt drinks
HOMEMADE YOGURT
ADDRESS
Geri’s Yogurt Drink
Bayabas , La Trinidad, Benguet
Real fits Yogurt Drink
Bayabas, La Trinidad, Benguet
Cosmic Farm Yogurt Drink
Beckel , La Trinidad, Benguet
Talama’s Yogurt Drink
Baguio City
Sheagley’s Yogurt Drink
Buyagan, La Trinidad, Benguet
Pine Villes Yogurt Drink
Pico, La Trinidad, Benguet
Sunshine Homemade Yogurt
Buyagan, La Trinidad, Benguet
Leah’s Homemade Yogurt
Baguio city,
Dhelicious Yogurt Drinks
Buyagan , La Trinidad, Benguet
Wenie’s Homemade Yogurt
Buyagan, La Trinidad, Benguet
15
Profile of the Respondents
Table 2 shows the personal profile of the respondents in term of variables such as
age, gender, civil status, household size, educational attainment, occupation, monthly
household income, daily allowance by a student and consumers of yogurt drinks.
Age. The table shows that the respondents were of different ages, the age below 5
years old makes up 3 % of respondents while ages 6-17 years old composed of 35 %.
Moreover, ages 18-29 years old makes-up 44% respondents, 30-41 years old makes- 9%,
42-53 years old 5 % and above 53 years old 4%. The result showed that different; most of
the yogurt consumers belong to age 18-29 .This finding collaborates with the study in
Brazil (2004) that most of the yogurt consumers were between 18 and 29 years old.
Gender and civil status. Of the one hundred respondents (69%) were female and
31 % males. There were sixty-six respondents (66%) who were single, thirty-two (32%)
married and two (2%) widowed.
Educational attainment and household size. Most of the respondents (58%) are
either college graduate or college level,(24%) have reached or are in the secondary level,
14% percent have reached or are elementary level, and 4% have finished vocational
courses. This implies that most respondents have finished a course degree or are in
college level. Their average household size was 6 members.
Occupation. The table shows that 39 respondents are students. This is followed by
businessmen/ self-employed (24%) and Private sector workers (20%), The others are
farming, no job, government worker and laborers. This implies that more of the
respondents are students because La Trinidad, like Baguio city is also an education center
16
due to the presence of colleges and universities like Benguet State University, Cordillera
College, and Eastern Luzon College.
Monthly
income. In terms of the monthly income of their households, fifty
percent of the respondents had a monthly income from P5, 000.00 to P9, 999.00, 33.33 %
have an income ranging from P10, 000.00-14,999.00. The others have an income of more
than P15, 000.00 per month. The average monthly income of the households was P
11,211.62.
Student’s daily allowance. The table shows that majority (46%) of the students
had a daily allowance ranging for P50.00-100.00, 31% have a daily allowance ranging
from P101.00-150. This was followed by daily allowance ranging from P 151.00-
P200.00(10%) and P201.00-250 (7%). The other respondents (2%) had a daily allowance
ranging from 251-300.The average student’s daily allowance was P122.71.
Consumers of yogurt drinks. As shown in Table 2 majority (74%) of the
respondents are drinking yogurt drinks, and only (26%) do not drinks. Result implies that
majority of the consumers in La Trinidad are drinking yogurt.
17
Table 2. Profile of the respondents
PARTICULARS FREQUENCY
PERCENTAGE
Age (yrs)
Below 5
3 3.0
7-17
35 35.0
18-29
44 44.0
30-41
9 9.0
42-53
5 5.0
53-above 4
4.0
TOTAL
100 100
Gender
Female
69 69.0
Male
31 31.0
TOTAL 100
100
Civil Status
Single
66 66.0
Married
32 32.0
Widow
2
2.0
TOTAL
100 100
Educational Attainment
Elementary
14 14.0
High School
24 24.0
College
58 58.0
Vocational 4
4.0
TOTAL
100 100
18
Table 2. Continued...
PARTICULARS FREQUENCY
PERCENTAGE
Occupation
Student
39 39.0
Self employed
24 24.0
Private Sector Worker
20 20.0
Farming
7 7.0
No Job
4 4.0
Government Worker
3
3.0
Laborer 3
3.0
TOTAL 100
100
5,000.00-9,999.00
33 50.0
10,000.00-14,999.99
22 33.33
15,000.00-14,999.99
7 10.61
20,000.00-24,999.99
3 4.55
20,000.00-24,999.99 3
4.55
Mean household income=P11, 211.62
TOTAL 66
100
Student’s daily allowance
50.00-100.00
18 46.0
101.00-150.00
12 31.0
151.00-200.00
4 10.0
201.00-250.00
3 8.0
251.00-300
2
5.0
Mean Daily allowance= P122.71
TOTAL 100
100
Consumers and non -consumers of yogurt
74 74.0
Consumers
Non-consumers
26
26.0
TOTAL 100
100
19
Frequency of Drinking Yogurt Drinks
Table 3 shows the frequency of drinking yogurt drinks by the respondents. Most
of the respondents drink yogurt 1-3 times per week (34%).This was followed by no
regular time of drinking; these were consumers who drink when they fell like drinking
and those who drink only during occasion. This finding collaborate the research
conducted in Brazil (2004) where the result stated that 45% drink yogurt just once a
week.
Average Weekly Consumption of Yogurt Drinks
Table 4 shows the average weekly individual consumption of yogurt drinks by 74
respondents who indicated that they are consumers of yogurt drinks. Thirty six percent
individually consume 330-660 milliliters of yogurt drinks per week, 660-990 milliliters
per week while a few consume more than 1000 milliliters per week. The average
consumption was 857 ml .Result implies that most t of the respondents consume 660-990
milliliters per week.
Table 3. Frequency of drinking yogurt drinks
RESPONSE FREQUENCY
PERCENTAGE
Once a day
16 22.0
Twice a day
8 11.0
1-3 times per week
25 34.0
1-3 times per monthly
7 9.0
No regular time of drinking
18 24.0
TOTAL
74 100
20
Composition of Family Members who Drinks Yogurt
Table 5 indicates who consume more yogurts in the home. Most of the consumers
in the home are adults (54%), followed by children with (51%), all family members
(24%).
Table 4. Average weekly consumption of yogurt drinks
AVERAGE WEEKLY CONSUMPTION
FREQUENCY
PERCENTAGE
(in milliliters)
330-660 27
36.49
660-990 29
39.19
990-1320 5
6.76
1320-1620 9
12.16
1620-1950 4
5.41
Average consumption=857 ml
TOTAL
74
100
Table 5. Composition of family member who drinks yogurt
PARTICULAR FREQUENCY
PERCENTAGE
Adults
40 54.0
Children
38 51.0
All family members
18 24.0
*Multiple response
21
Average Weekly Consumption of Other
Family Members on Yogurt
Table 6 shows the average weekly consumption of yogurt by family of 32.43 %
members is between 1980-2970 milliliters. Other family members 990-1980 milliliters
(28.32%), 330-990 (17.57%), and the rest are more than 3000 milliliters. The average
family consumption was 2170 ml.
Time of Consumption
Table 7 shows the time of consumption that respondents drink yogurt. Most of the
respondents drink at no definite time as shown by 76 % , followed by snack time with
28 %, some of the respondents 8% are consuming right after meals and 1 hour before
meal by 5%.This implies that yogurt is consumed at no definite time or whether a snack
food, main meal food for lunch /dinner. It depends on the behavior of the consumer.
Table 6. Average weekly consumption of other family members on yogurt drinks
AVERAGE WEEKLY CONSUMPTION
FREQUENCY
PERCENTAGE
(in milliliters)
330-990 13
17.57
990-1980 21
28.38
1980-2970 24
32.43
2970-3960 10
13.51
3960-4960
6
8.11
Average consumption=2170 ml
TOTAL
74
100
22
Table 7. Time of consumption
TIME OF CONSUMPTION
FREQUENCY
PERCENTAGE
No definite time
56 76.0
Snack time
21 28.0
Right after meals(lunch/dinner)
6
8.0
1 hour before/after meal
4
5.0
Breakfast
2
3.0
*Multiple response
Reasons for Drinking Yogurt Drinks
Several factors that influence to consumer’s preference to consume a certain food.
In the case of yogurt drinks, the respondents identified several reasons as shown in Table
8. Most commonly identified reasons included: it is healthy (65%), good for digestion
(47%), taste is good (27%).other consumers drinks yogurt as for replacement/alternative
for milk (7%) and because it is readily available in sari-sari stores, yogurt street vendor,
canteen, and grocery stores.
This implies that most of the respondents reasoned out that yogurt drinks are
healthful .As cited by Decker (2001) yogurt is considered one of the healthiest food in the
world. It contains live bacterial cultures Lactobacillus bulgaricus and Streptococcus
thermophilus that may help you to live longer and it has health benefits beyond those of
milk, (Decker, 2001).
23
Yogurt Drink Brand Preferred by the Consumers
Table 9 shows that majority (91%) of the respondents preferred homemade yogurt
drink/local brand. Other respondent has preferred well-known brand such as Nestle Bliss
(12.2%) and Dutch Lady shine (7%). The result confirms that respondents are more
patronizing the local/ homemade brand than national or well-known brand.
Table 8. Reasons for drinking yogurt drinks
REASONS FREQUENCY
PERCENTAGE
Healthy
48 65.0
Good for digestion
35 47.0
Tasty
20 27.0
I cannot drink milk/replacement for milk
5 7.0
Availability of the product
5 7.0
*Multiple response
Table 9. Yogurt drink brand preferred by the consumers
BRAND FREQUENCY
PERCENTAGE
Homemade Yogurt drinks(local brand)
67 91.0
Nestle Bliss
9 12.2
Dutch lady shine
5 7.0
Nutrigen Liteyo
1 1.4
Sunglo Natural yogurt
1 1.4
*Multiple response
24
Reasons for Preferring Homemade Yogurt Drinks
As found earlier, the respondents prefer the homemade yogurt to the commercial
yogurt. The respondents for preferring the homemade gave several reasons. These are
presented in Table 10. Most of the respondents (43%) that it is readily available in the
market, 39% said it is tastier than the commercial yogurt, 34% perceived that homemade
yogurt is more safe than commercial yogurt, and 30% said it is healthy food,
Other reasons were 11% said the homemade are already mixed and they just drink it,
8% said it is cheap, 7% said they are curious about the product and 3% said they were
influenced by friend who have tried the product.
Table 10. Reasons for preferring homemade yogurt drinks
REASON FREQUENCY
PERCENTAGE
Availability of the product in the market
32 43.0
Because it is tasty
29 39.0
Assurance of product safety
25 34.0
Because it is healthy
22 30.0
Because it is convenient (ready mixed)
8 11.0
Because it is cheap
6
8.1
Curiosity about the product
5
7.0
Recommended by friends who have
2 3.0
tried the product
*Multiple response
25
Characteristics of Homemade Yogurt
Preferred by the Respondents
Table 11 presents the different characteristics of homemade yogurt preferred by
the respondents. These are flavor, color, temperature, and packaging.
Flavor. Yogurt drinks comes in many flavors and colors. Each consumer has
his/her own choose of flavor and color. The most common choice of the respondent for
flavor were strawberry by 46%, cookies and cream by 35%, ube by 31%, blueberry by
22%, mango by 15%, pandan and pine apple by 11% each. Other flavors preferred by few
of the respondents were chocolate and melon by 5.4% each and peaches by 3%.
Color. For the preferred color, red was preferred by most of the respondents. This
is consistent with their preferred flavor, which is strawberry. Thirty two percent preferred
the white, 24% for violet, 14% for yellow, 11% each for pink and brown, and 4% for
orange.
Temperature. Majority (88%) of the respondents preferred to drink yogurt that is
chilled and 11% preferred the not chilled. One respondent said that he likes both the
chilled and not chilled depending on the temperature or time of the day.
Packaging. Majority of the respondents preferred yogurt that is packed in plastic
bottle while 16% preferred it packed in plastic cups. There were 9 or 12% that are not
concerned on the type of packaging. They could just buy yogurt in plastic cups or in
plastic bottles.
26
Table 11. Characteristics of Homemade Yogurt Preferred by the Respondents
PARTICULARS FREQUENCY
PERCENTAGE
Flavor
Strawberry
34
46.0
Cookies and Cream
26
35.1
Ube
23
31.0
Blueberry
16
22.0
Mango
11
15.0
Pandan
8
11.0
Pine
apple
8
11.0
Chocolate
4
5.4
Melon
4
5.4
Peaches
2
2.7
Color
Red
26
35.0
White
24 32.0
Violet
18
24.0
Yellow
10 14..0
Pink
8 11.0
Brown
8 11.0
Orange
3
4.0
27
Table 11. Continued…
PARTICULARS FREQUENCY
PERCENTAGE
Temperature
Chilled
65
88.0
Not
chilled
8 11.0
Chilled and not chilled
1 1.0
Packaging
72.0
Plastic
bottle
53 72.0
Plastic
cup
12 16.0
Both of the packaging
9 12.0
*Multiple response
Place of Purchase
Table 12 shows that most of the respondents buy yogurt drinks in sari-sari store
(45%) followed by street vendors (34%), producers/processor (28.4%), grocery store
(19.0) and supermarkets (12%). Due to the presence of selected homemade yogurt outlets
in different stores in the locality of La Trinidad especially densely populated areas, most
of the respondents buy yogurt in sari-sari stores which ever is most accessible to them.
Consumers Perception of a Good Quality Yogurt
Consumers differ in taste and preferences and so they give different description of
a good quality yogurt. Table 13 shows that 51% or the respondents said a good quality
yogurt is pure made or the taste is sour. Forty three percent described a good quality
28
yogurt as having a low fat content while 31% and 30% respectively, described a good
quality yogurt as sweet/tasty and creamy.
Table 12. Place of purchase
PLACE OF PURCHASE
FREQUENCY
PERCENTAGE
Sari-sari store
33 45.0
Street vendors
25 34.0
Producers/processors
21 28.4
Grocery store
14 19.0
Supermarkets
9 12.0
*Multiple response
Table 13. Consumers perception of a good quality yogurt
RESPONSE FREQUENCY
PERCENTAGE
Pure made(sour)
38 51.0
Low fat yogurts
32
43.0
Sweet/tasty
24 31.0
Creamy
22 30.0
*Multiple response
29
Important Attributes Considered by Consumers
Table 14 presents the important attributes considered by the respondents in their
buying decisions. The respondents were asked to rate whether an attribute is very
important, quite important, important or less important. These attributes were nutritional
value, flavor, consistency, price, packing, and brand.
The result of the analysis showed that the respondents as very important
considered nutritional value. Flavor and consistency were considered quite important
while price and packing were both important. The respondents as less important
considered brand. This is consistent with the earlier finding that the consumers preferred
the homemade yogurt, which is not branded to the commercial one, which is branded.
Table 14. Important attributes considered by consumers
ATTRIBUTES MEAN
DESCRIPTION
Nutritional value and benefits
1.33
Very Important
Flavor choices
2.40
Quite Important
Consistency(creamy/liquid) 2.60
Quite Important
Price 2.78
Important
Packing 3.11
Important
Brand 3.17
Less Important
Legend: (1) Very important, (2)-Quite important, (3)-Important, (4)-Less important,
(5) -Not important
Mean range:
1=1-1.8
4=3.4-4.2
2=1-8-2.6
5=4.2-5
3=2.6-3.4
30
Reasons of Non –Consumers for Not Drinking Yogurt
Table 15 shows the reasons / factors influencing the respondent’s not drink
yogurt. Weird taste tends influenced most of the respondents not to drink as shown by
62.0 %. Some of the non-consumers would like to drink homemade yogurt, however no
assurance of the product in terms of safety, quality such as the package label has no
expiration date and no identification if it registered by DTI or BFAD as mentioned 50%.
Other reasons were that they cannot afford the price (31 %), does not see any
advantage of the product (27%), and lactose intolerance (23%).
This finding implies that majority the consumers not drinking yogurt do not like
the taste. Some consumers who are quality conscious do not buy the homemade yogurt
drinks.
Table 15. Reasons of Non –Consumers for Not Drinking Yogurt
REASON FREQUENCY
PERCENTAGE
Weird taste
16
62.0
No assurance of the homemade yogurt
13
50.0
Cannot afford the Price
8
31.0
Does not see any advantage of the product
7
27.0
Lactose Intolerance
6
23.0
Not interested to buy
4 15.0
Never seen yet
3
12.0
Effect on my health
2
8.0
*Multiple response
31
Decision of Non-consumers if Given
the Opportunity to Drink Yogurt
The respondents who do not drink yogurt were asked if they want to drink
yogurt if they are given the chance to drink. Table 16 shows that majority of them said
they would like to drink while 31% still said they do not want to drink. This finding
shows that some of the respondents would change their mind to drink yogurt if given the
chance for them to drink, like somebody buys it for them or during an occasion.
Perception of Consumers on Drinking Yogurt
Table 17 presents the perception of consumers on drinking yogurt .The
perceptions is measured as totally disagree (ID), disagree (D), neither agree nor disagree
(AD), and agree (A) and totally agree (IA).
Result shows that respondents agreed on the perception that drinking yogurt is
healthful as showed by average mean of 4.14. However, the consumers neither agree nor
disagree on the perceptions that to drink yogurt is flavorful (mean=3.26) and can
eliminates hunger (mean=3.32). The other perceptions that the respondents disagreed
were to drinks yogurt is fattening (mean=2.55) and important only during.
childhood (mean=1.97).
Table 16. Decision of non-consumers if given the opportunity to drink yogurt
RESPONSE FREQUENCY
PERCENTAGE
Would like to drink
18
69.0
Not to drink
8
31.0
TOTAL
26 100
32
Table 17. Perception of consumers on drinking yogurt
PERCEPTION
MEAN DESCRIPTION
To drink yogurt is healthful
4.14
Agree
To drink yogurt eliminates hunger
3.26 Neither
agree
nor
disagree
To drink yogurt is flavorful
3.32
Neither agree nor
Disagree
To drink yogurt is fattening
2.55 Disagree
To drink yogurt is important only in
1.97 Disagree
childhood
Legend: (ID)- I totally disagree, (D)-I disagree(AD)-I neither agree nor
disagree,(A)- I agree,(IA)- I totally agree.
Mean range:
1=1-1.8
4=3.4-4.2
2=1-8-2.6
5=4.2-5
3=2.6-3.4
Perception of Consumers on the Benefits of Drinking Yogurt
Table 18 shows the different perception of consumers on the benefit of drinking
yogurt. Majority (70%) of the consumers perceived that drinking yogurt helps in
digestion .This was followed by source of good bacteria (key to its many of yogurt’s
healthful benefits) (38%), excellent source of protein (34%), boost immune system
(31%), lowering cholesterol (28%) and prevent osteoporosis (23%). This implies that
consumers drink yogurt because of the knowledge that it is beneficial to the body.
Source of Information about the Nutritional Benefits of Yogurt
Table 19 shows the source of information about the nutritional benefits yogurt
drinks. Most of the respondents acquire information from their family, peers, and friends
33
(55 %). Others had it through personal experience (23%) and label/posters of the product
(22%) and from the yogurt retailers and internet, each has 20 % .
Table 18. Perception of consumers on the benefits of drinking yogurt
BENEFIT OF DRINKING
FREQUENCY
PERCENTAGE
YOGURT DRINKS
Helps in digestion
52
70.0
Source of good bacteria
28
38.0
Excellent source of protein
25
34.0
Boost immune system
23
31.0
Lowering cholesterol
21
28.0
Yogurt prevent osteoporosis
17
23.0
No artificial colorings
11
15.0
Excellent of source lactose
10
14.0
Promote child growth
9
12.0
*Multiple response
Table 19. Source of information about the nutritional benefits of yogurt
SOURCE OF INFORMATION
FREQUENCY
PERCENTAGE
Family, peers and friends
41
55.0
Through experience
17
23.0
Posters /label of the product
16
22.0
Retailers 15
20.0
Internet
15
20.0
Producer/processor
7 10.0
Academic
4
5.0
*Multiple response
34
Factors Influencing Consumers to Drink Yogurt
Table 20 shows different factors influencing consumers to drink yogurt. Perceived
health benefits tend to influence most respondents as showed by 62 %. Respondents who
are conscious of their health may have been aware of the health benefits derived from
drinking giving courage them to consume yogurt constantly.
A study published in the international journal obesity found that daily
consumption of 3 ounces of yogurt significantly improves the cholesterol profile and
significantly increases fat loss. Consuming also just 3.2 ounces of yogurt twice a day
promote freshness of breath and a healthy mouth and may also eliminate tongue coating
bacteria and reduce dental plague ,formation ,cavities and risk for gingivitis (Anonymous,
2008). Moreover, as cited by Decker (2001) yogurt is a very good source of calcium,
phosphorus, riboflavin-vitamin B2 and iodine, fortify immune system.
The second influence was the availability of the product in sari-sari stores,
yogurt street vendors, canteen, and grocery store.
The third influence was the effect derived from drinking with 34%. The common
reasons by respondents include; taste satisfies them, satiate hunger and good for
digestion.
The fourth influence is the preference by the family with 30%. As cited by Kotler
et.,al (2006), family is the most consumer buying organization in society and family
members constitute the most influential primary reference group. Individual members of
the families serve as influencer, gatherers/holders and decision makes. Moreover;
decision makers have the power to determine issues such as; whether to buy which
product to buy, which brand to buy, where to buy it, and when to buy.
35
Table 20. Factors influencing consumers to drink yogurt
FACTORS FREQUENCY
PERCENTAGE
Perceive health benefit
46
62.0
Availability of product in the market
26
35.0
The effect derived from drinking
25 34.0
Preferred by the family
22
30.0
Suggestion of friend, family members and
18
24.3
relative
Curiosity with the product
13
18.0
Taste good
7
10.0
Influence of advertisement
4
5.0
*Multiple response
36
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study was conducted among 100 respondents from La Trinidad, Benguet to
identify and determine the consumers perceptions on drinking yogurt drinks.
There are 2 processors in Barangay Bayabas, 1 in Beckel, 4 in Buyagan, and in 1
in Pico. Included in the list are 2 processors in Baguio City that also supply consumers in
La Trinidad.
From the gathered data, most of the yogurt consumers were between 18-29 years
old. Fifty eight percent of the respondents have finished a course degree or are in college
level.
On the consumption patterns of yogurt drinks, seventy six percent of the
respondents are consumers of yogurt drink and were regularly consuming an average of
857 ml per week. Other members of the family drink yogurt with an average of 2170 ml
per week. Most of the consumers drink yogurt at no definite time (75%), during snack
time (28%) and right after meals (8%).
Majority (91%) of the consumers preferred homemade /local brand for the reason
that it is readily available in the market, followed by the taste of the product, and the
assurance of the local brand. Most of the consumers preferred the strawberry flavor
(46%) followed by cookies and cream (35%), ube (31%) then blueberry (21%). The
preferred color was red and the container was plastic bottle followed by plastic cup. They
also prefer the chilled yogurt.
Consumers want to drink yogurt because of the benefits they like; it is good for
digestion, good/beneficial bacteria, excellent source of protein, boost immune system,
37
lowering cholesterol, prevent osteoporosis, excellent source of lactose, and promote child
growth
Related to the most considered attributes at the time of choosing which milk to
buy, nutritional value and health benefits is very important attribute (mean=1.33)
followed by flavor choices( mean=2.40) and consistency (cream/liquid)(mean=2.60) each
has quite importance attributes.
The factors influencing consumers to drink yogurt in La Trinidad ,Benguet
includes the perceived health benefit (62%) followed by availability of the product in
the market (35%), the effect derived from drinking yogurt (25%) and preferred by the
family members.
Conclusions
1. Based on the study, homemade yogurt drinks are preferred by the consumers
over the commercial or branded yogurt.
2. Based on the study, weird taste is one of the factors why they do not like to
drink yogurt. This is followed by no assurance of the local brand in terms of quality; the
package label has no expiration date and identification if it registered by DTI or BFAD
and then the price of the product cannot afford by non-consumers.
3. Based on the study, consumers drink yogurt because it is always available in
sari-sari stores, canteen, snack house, yogurt street vendor, and grocery store.
Recommendations
1. Make homemade yogurt drinks always available in sari-sari stores, canteen, and
snack house, yogurt street vendor, and grocery stores.
38
2. Local producers of homemade yogurt should specify the food labels content of
the product so that the consumers would have useful information about the food they eat.
3. Local producers of homemade yogurt shoal register the business with DTI and
BFAD so that consumers would be assured of the safety of the product. Moreover, it
would improve the image of their business.
39
LITERATURE CITED
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BONOAN, N. 2009. ”BTIC Company Profile and Franchising Information Kit”.
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September
15, 2009 from http://www.yogurt and sour
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41
APPENDIX A
Letter to the Respondents
Republic of the Philippines
Benguet State University
DEPARTMENT OF AGRICULTURAL ECONOMICS
AND AGRIBUSINESS MANAGEMENT
La Trinidad, Benguet.
Dear Respondent:
I am Agribusiness student of Benguet State University majoring in Enterprise
Management. As part of the course requirement, I am presently conducting a research
study entitled, Consumers Perceptions on Drinking Yogurt Drinks in La Trinidad,
Benguet.
In connection with this, I am requesting for your assistance to complete my thesis
by answering the attached questionnaire. Rest assured that all information gathered in this
thesis study will be dealt with utmost confidence.
Thank you very much.
Respectfully Yours,
CHERRY L. AGALPAO
Researcher
Noted: EVANGELINE B. CUNGIHAN
Adviser
42
APPENDIX B
Survey Questionnaire
Consumers Perceptions of Drinking Yogurt Drinks in La Trinidad, Benguet
I. Profile of Respondents
Name (optional):___________________________________
Residence/Address: ___________________
Age: __________ Gender: [ ] Male [ ] Female
Civil Status: [ ] Single [ ] Married [ ] Other (Please Specify) _________
Household Size: _______members
Educational Attainment:
[ ] Elementary [ ] High school [ ] College [ ] Others (Please specify)_______
Occupation: [ ] Student [ ] Government Worker [ ] Farming
[ ] Private Sector Worker [ ] Other (Please Specify) __________
Monthly household income: Php._______________/mos.
(If you are a student) What is your daily allowance? Php.________________
II. Yogurt Consumption Patterns
1. Are you health conscious?
[ ] Yes [ ] No
2. Do you drink yogurt drinks?
[ ] Yes [ ] No
If no proceed to question number 13
3. If YES, how frequently do you drink yogurt drinks?
[ ] Daily
[ ] Weekly
[ ] Others (Please Specify) __________
[ ] Monthly
a. How many milliliters do you consume/drinks?
Frequency of drinking yogurt drinks
Volume in(ml)/bottles
Daily
Weekly
Monthly
Others (Please Specify)
43
4. Who consumes more yogurts in your home?
[ ] Child
[ ] Adult
[ ] Teenager
[ ] All
[ ] Aged
a. How many milliliter do other members of the family consume /drinks?
Frequency of drinking yogurt drinks Volume in (ml)/ bottles
Daily
Weekly
Monthly
Others (Please Specify)
5. When do you drink yogurt? (You may choose more than 1)
[ ] Right after meals (lunch / dinner) [ ] Snack
[ ] 1 hour before / after meals
[ ] No definite time
[ ] Breakfast [ ] Others (Please Specify)_______
6. Why do you choose to drink yogurt drinks? (You may choose more than 1)
[ ] Tasty
[ ] Healthy
[ ] I cannot drink milk / replacement of
[ ] Good for digestion
milk
[ ] Others (Please Specify) __________
7. Which yogurt drink do you prefer?
[ ] Homemade Yogurt
[ ] Nestle Bliss
[ ] Nutrigen Liteyo
[ ] Dutch Lady Shine
[ ] Yoplait
[ ] Sunglo Natural Yogurt
[ ] Marigold
[ ] Others (Please Specify) _________
a. Why do you prefer it?
[ ] Because it is tasty
[ ] Because it is cheap
[ ] Because it is healthy
[ ] Others (please specify) ___________
[ ] Because it is convenient
8. What is your preference as to its type of flavor?
[ ] Cookies and Cream
[ ] Ube
[ ] Strawberry
[ ] Pineapple
[ ] Chocolate
[ ] Mango
[ ] Blueberry
[ ] Others (please specify) ___________
[ ] Peaches
[ ] Pandan
b. As to its color?
[ ] White
[ ] Brown
44
[ ] Yellow
[ ] Others Please (Specify)___________
[ ] Red
c. As to its temperature?
[ ] Warm [ ] Others (Please Specify)______
[ ] Cold
d. As to its Packing?
[ ] Plastic Bottle [ ] Others (Please Specify) ______
[ ] Plastic cup
9. Where do you usually buy your yogurt drinks?
[ ] Grocery store
[ ] Producer/Processor
[ ] Supermarkets
[ ] Street Vendors
[ ] Sari-sari store
[ ] Others (Please specify) _______
10. Please list down the local producers /local brand of yogurt drinks that are currently
available in the market.
________________________________________________________________________
11. What do you think “good quality yogurt”? (You may choose more than 1)
[ ] Sweet
[ ] Contain too much sugar
[ ] Pure yogurt (sour)
[ ] Low fat yogurts
[ ] Well known brand
[ ] Others (Please Specify)__________
[ ] Home made brand
12. What do you find most appealing, when you purchase a yogurt drinks?
Please rank accordingly from 1to 5, the following aspects in your purchase decision.
1=very important, 2= quite important, 3=important, 4=less important,5=not important
[ ] Flavor Choices
[ ] Price
[ ] Consistency (creamy/liquid)
[ ] Packing
[ ] Nutritional value and benefits
[ ] Brand
[ ] Others (Please Specify) __________
13. If NO, Why don’t you drink yogurt drinks? (You may choose more than 1)
[ ] Weird taste
[ ] Allergic
[ ] Effect on my health
[ ] Hate the smell
[ ] Lactose intolerance
[ ] Never seen yet
[ ] Cannot afford the price
[ ] Does not see any advantage in
[ ] Others (Please Specify)___________
drinking the product
14. Would you like to drink yogurt if given the opportunity?
[ ] Yes [ ] No
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II. Considering your perception about yogurt
(Please put a check mark on the corresponding rating scales)
I
totally
I
I neither
I agree
I totally
disagree
disagree agree, nor
(4)
Agree
(1)
(2)
Disagree
(5)
(3)
To drink yogurt is healthful
To drink yogurt eliminates
hunger
To drink yogurt is flavorful
To drink yogurt is fattening
To drink yogurt is important
only in childhood
1. What do you think is/are the benefit (s) of drinking yogurt drinks?
[ ] Helps in digestion
[ ] Excellent source of protein
[ ] Boost immune system
[ ] Yogurt prevents osteoporosis
[ ] Lowering cholesterol
[ ] No artificial colorings
[ ] Good Bacteria (live cultures)
[ ] Others (Please Specify) ________
[ ] Promote child growth
2. Where do you acquire information about the nutritional benefit(s) of drinking yogurt
drinks?
[ ] Family, Peers, and Friends
[ ] Internet
[ ] Print media and aired programs
[ ] Others (Please Specify)______
[ ] Retailers
[ ] Academic
III. Factors Influencing Yogurt Consumption
1. What factors influences you to drink yogurt drinks? (Choose the answer which you
think gives you the right answer).
45
[ ] Availability of the product in the market
[ ] Preferred by the family
[ ] Suggestion of friend, family member/relative
[ ] Perceive health benefit/value of the product
[ ] Influence of advertisement
[ ] Others (Please Specify) ____________________
Document Outline
- Consumers Perceptions on Drinking
Yogurt Drinks in La Trinidad, Benguet
- BIBLIOGRAPHY
- ABSTRACT
- TABLE OF CONTENTS
- INTRODUCTION
- Rationale
- Statement of the Problem
- Objective of the Study
- Importance of the Study
- Scope and Delimitation of the Study
- REVIEW OF LITERATURE
- Historical Background of Yogurt
- Yogurt Consumption Patterns
- Nutritional Value and Health Benefits
- Types of Yogurts
- Consumers Perceptions on Drinking Yogurt Drinks
- Factors Influencing the Consumption of Yogurt Drinks
- METHODOLOGY
- RESULTS AND DISCUSSION
- Profile of the Respondents
- Frequency of Drinking Yogurt Drinks
- Average Weekly Consumption of Yogurt Drinks
- Composition of Family Members who Drinks Yogurt
- Average Weekly Consumption of OtherFamily Members on Yogurt
- Time of Consumption
- Reasons for Drinking Yogurt Drinks
- Yogurt Drink Brand Preferred by the Consumers
- Reasons for Preferring Homemade Yogurt Drinks
- Characteristics of Homemade YogurtPreferred by the Respondents
- Consumers Perception of a Good Quality Yogurt
- Important Attributes Considered by Consumers
- Reasons of Non �Consumers for Not Drinking Yogurt
- Decision of Non-consumers if Giventhe Opportunity to Drink Yogurt
- Perception of Consumers on Drinking Yogurt
- Perception of Consumers on the Benefits of Drinking Yogurt
- Source of Information about the Nutritional Benefits of Yogurt
- Factors Influencing Consumers to Drink Yogurt
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- Summary
- Conclusions
- Recommendations
- LITERATURE CITED
- APPENDICES