Universal Journal of Agricultural Research Vol. 10(2), pp. 99 - 107
DOI: 10.13189/ujar.2022.100201
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Consumers' Acceptance of Isabela State University-Science and Technology (S&T) Based Chevon Products in Baguio City: Market Opportunities and Potential

May B. Cayaban ¹, Ma. Teresa S. Alvarez ^2,*
1 Bureau of Internal Revenue, Baguio City, Philippines
² Department of Business Administration, Isabela State University, Philippines

ABSTRACT

In the Philippines, the goat business is very significant to the country's agriculture. Farmers can supplement their income by raising goats for a small investment. The purpose of this study was on consumer acceptance of ISU-S&T chevon products, notably in Baguio City, to provide baseline data for ISU-CVSRRC, private sector, and goat raisers to determine the market potential of canned chevon in the Philippines. Specifically, the demographic profile, level of consumer acceptance in terms of product appearance, flavor, aroma, texture, packaging, and price, and level of influence of health, economic, accessibility, and social factors on the consumer's acceptability of the chevon products were considered by 109 selected respondents. The descriptive-correlational design was used. Frequency and percentage distribution, mean and standard deviation were computed for the profiling of the respondents, and description of the levels of consumer acceptability and its influencing factors, respectively. The inferential part consisted of the computations of correlation coefficients, particularly the Pearson-r, Spearman rho, and eta coefficients, to establish relationships among variables evaluated at 0.05 level of significance. Most of the respondents finished college, were government employees, and were in their twenties. Generally, the chevon products were moderately acceptable to males, with the greatest influencing factors being those related to the health benefits of the chevon products. The least concern of the respondents for its acceptability was the price. Likewise, those with lower income tend to have a higher level of acceptance of the product's appearance compared with those with higher income. The economic and accessibility factors had significant relationships with the acceptability of the chevon products. With the right market value and campaign, the ISU-S&T-based chevon products have the potential to prosper in the market.

KEYWORDS
Chevon Products, Marketing, Market Potential, ISU-S&T

Cite This Paper in IEEE or APA Citation Styles
(a). IEEE Format:
[1] May B. Cayaban , Ma. Teresa S. Alvarez , "Consumers' Acceptance of Isabela State University-Science and Technology (S&T) Based Chevon Products in Baguio City: Market Opportunities and Potential," Universal Journal of Agricultural Research, Vol. 10, No. 2, pp. 99 - 107, 2022. DOI: 10.13189/ujar.2022.100201.

(b). APA Format:
May B. Cayaban , Ma. Teresa S. Alvarez (2022). Consumers' Acceptance of Isabela State University-Science and Technology (S&T) Based Chevon Products in Baguio City: Market Opportunities and Potential. Universal Journal of Agricultural Research, 10(2), 99 - 107. DOI: 10.13189/ujar.2022.100201.