UNDERSTANDING CONSUMER BUYING BEHAVIOURS TOWARDS PUBLIC MARKETS AND GROCERY STORES IN TACLOBAN CITY, PHILIPPINES

  • Pet Anthony L. Pascual College of Management and Entrepreneurship, Leyte Normal University, Tacloban City, Philippines
  • Nestor C. Sedanza College of Management and Entrepreneurship, Leyte Normal University, Tacloban City, Philippines
  • Maricris M. Loso College of Management and Entrepreneurship, Leyte Normal University, Tacloban City, Philippines
  • Maria Jesusa O. Salvino College of Management and Entrepreneurship, Leyte Normal University, Tacloban City, Philippines
  • Reynerio O. Mendoza College of Management and Entrepreneurship, Leyte Normal University, Tacloban City, Philippines
  • Neuville Florinth Lucrese D. Abenis College of Management and Entrepreneurship, Leyte Normal University, Tacloban City, Philippines
Keywords: Qualitative, Public Market, Focus Group, Consumer Behaviour, Food Choice

Abstract

The Philippine government encourages consumers to buy locally produced foods to promote growth and sustainable agriculture. This will provide further economic, environmental and social benefits to farmers and local areas, leading to more sustainable patterns of consumption. This qualitative research looks at the views and behaviour of consumers in Tacloban City towards buying foods from public and private supermarkets, focusing on the barriers that prevent greater uptake local produce. Two separate focus groups (N=28) were conducted. Content analysis identified five relevant themes in relation to buying foods from public supermarket and private grocery stores. These were lifestyle, cost, food quality, food choices and environment. Participants reported buying their foods and food products mostly from the local public supermarket with the cost, food quality and food choices as factors influencing them to do so. The main barriers preventing participants from buying from local public supermarkets are the dirty environment and inconvenience. The results of the study are useful in developing future strategies for encouraging people to buy more from the local public supermarkets increasing consumption of local produce.

Downloads

Download data is not yet available.

References

Boyle, D. (2003). Authenticity: brands, fakes, spin and the lust for real life. London: Flamingo

Chambers, S., Lobb, A., Butler, L., Harvey, K., and Traill, W.B., 2006. Local, national and imported foods: A qualitative study. Appetite Journal, 49, 208-213 DOI: https://doi.org/10.1016/j.appet.2007.02.003

DEFRA. (2003). Changing patterns: UK government framework for sustainable consumption and production. London: Defra DEFRA.

Faylon, P.S and Cardona, E.C., 2007. Philippine Agriculture: Retrospect and Prospects in Good Agricultural Practices Amid Globalization. http://www.agnet.org/library.php?func=view&id=20110721142241

La Trobe, H. (2001). Farmers’ markets: Consuming local rural produce. International Journal of Consumer Studies, 25(3), 181–192. DOI: https://doi.org/10.1046/j.1470-6431.2001.00171.x

Lee, R. (2000). Shelter from the storm? Geographies of regard in the words of horticultural consumption and production. Geoforum, 31, 137–157. DOI: https://doi.org/10.1016/S0016-7185(99)00036-6

Morgan, D., & Krueger, R. A. (1993). When to use focus groups and why. In D. Morgan (Ed.), Successful focus groups: Advancing the state of the art (pp. 3–19). Newbury Park, CA and London: Sage Publications DOI: https://doi.org/10.4135/9781483349008.n1

Seyfang, G. (2004). ‘Consuming values and contested cultures: A critical analysis of the UK strategy for sustainable consumption and production’. Review of Social Economy, 62(3), 323–338 DOI: https://doi.org/10.1080/0034676042000253936

Traill, W.B. 2006. The rapid rise of supermarkets? Development Policy Review, 2006, 24 (2): 163- 174. DOI: https://doi.org/10.1111/j.1467-7679.2006.00320.x

Published
2019-03-31
How to Cite
Pascual, P. A., Sedanza, N., Loso, M., Salvino, M. J., Mendoza, R., & Abenis, N. F. (2019). UNDERSTANDING CONSUMER BUYING BEHAVIOURS TOWARDS PUBLIC MARKETS AND GROCERY STORES IN TACLOBAN CITY, PHILIPPINES . International Journal of Engineering Technologies and Management Research, 6(3), 40-47. https://doi.org/10.29121/ijetmr.v6.i3.2019.364