Market Analysis and Consumer Selection of Porridge Stalls in Bayambang, Pangasinan

Abstract

Pursuing a college degree is both time consuming and expensive but long – term benefits far exceed the initial investment cost. The purpose of this study was to analyze the market and the consumer selection of porridge stalls in Bayambang, Pangasinan. The specific objective is to analyze the market and consumer selection of porridge stalls in terms of preferred types of porridge, toppings, add-ons, and variants or flavors. The respondents of the study are the consist of 399 consumers and 6 business owners, which will be 405 respondents in total. The research instrument used by the proponents is the survey-questionnaire and the statistical treatment of data used in this study are percentage, frequency, average weighted mean and Likert scale. Results show that the most of consumer respondents were 19 to 35 years old, female, and college is their highest educational attainment; they are highly motivated in price factors; however, they are moderately motivated in product factors, place factors, and product factors. In response to the result of the study, action plan has been formulated that aims to attract and satisfy the customers based on those factors to build a good rapport and continuous operation in the food industry, maintain high-quality products, attract customers, and maintain a competitive edge in the market.