Call Prefix : PR-T

Call Suffix : 2017

Call Cutter : D - AgEc 49

Location : SEARCA Library

Format : TD

Publisher : University of the Philippines Los Baños

Publication Date : January 2017

Publication Place : Los Baños, Laguna, Philippines

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.