Author : Tan, Reynold D.

Summary : This study aimed at increasing the over-all competitiveness of the milkfish
industry in the Province of Iloilo through market-oriented industry direction. It
investigated the (l) usage patterns, attitudes and behavior of milkfish consumers, (2)
different product features being sought for by consumers and how much they are willing
to pay for each of these attributes, and (3) factors affecting demand for milkfish. Results
of the study are essential inputs in order for economic agents to deliver products
consistent to the desired market specification. A market-oriented industry is envisioned
to transform the provincial milkfish industry to become more competitive. The research
was conducted in the Province of Iloilo using primary data gathered by personal
interview of 378 purchase-decision makers. Respondents were identified by two-stage
random sampling with degree of urbanization and congressional district as bases for
stratification. Results of the study revealed that consumer behavior towards milkfish
varies across socio-demographic variables. It further showed that consumers put higher
premium to color of the eyes, provision of value added-services, product processing and
place where the product is sold. Key factors affecting demand for milkfish include price
of beef, price of tilapia, educational attainment of the purchase-decision maker and age.
Theoretical contributions, managerial implications and policy recommendations of the
findings were presented.