Consumer purchasing behavior towards dairy products in Davao City

Abstract

The study's primary purpose was to determine the Consumer Purchasing Behavior toward Dairy Products in Davao City. The researchers used an adapted and modified questionnaire that experts validated. The researchers surveyed to determine if there were significant differences in Consumer Purchasing Behavior towards Dairy Products when grouped according to the respondent's Profiles. The data were collected and treated statistically using Mean, Frequency, and ANOVA to give significant results. Results showed that the respondents strongly agreed in the area of Evaluation of Alternatives with a mean of 4.63. In terms of Post-Purchase Decision with the mean of 4.33. On the other hand, respondents strongly agreed in the area of Purchase Decision with a mean of 4.32. Further, in the area of Information Search, the respondents strongly agree with the mean of 4.31. Lastly, in terms of the Need for Recognition, the respondents strongly agreed with a mean of 4.21. The researchers came up with a conclusion based on the indicators the area of evaluation of alternatives got the highest result; when making a purchasing decision, a customer can compare various products or services available and evaluate them on their strengths and weaknesses. The customers' key purchasing criteria are the attributes that the customers place the most value on when making a purchasing decision. Based on the result in the area of need for recognition and information search, it is highly recommended to the dairy product owners to give importance to the quality of their products for them to be recognized by their target marker nee for recognition is the first stage of the decision process in which the consumer can recognize what the problem or need is and subsequently,