A market research on the consumer behaviour in buying and using salt and the present situation of Fidel Iodized Salt in the five municipalities of Rizal

• Main Authors: Lim, Aaron Alwyn Tan, Moreno, Jesith Iris Marie Abiera, Panganiban, Anna Yvette Brillantes
• Format: text
• Language: English
• Published: Animo Repository 2011
• Subjects: Salt > Philippines; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/8710
• Institution: De La Salle University

There are two general objectives of the study. The first is to identify the consumer behavior in buying and using salt only in these 5 municipalities of Rizal namely, Angono, Antipolo, Taytay, Binangonan, and Montalban. The second is to determine the present situation of FIDEL Iodized Salt in each of the public market located in these 5 areas. Primary research specifically UAI surveys were conducted to 158 respondents in order to gather quantitative and qualitative data. It was used to inquire significant information from the primary target market which is comprised of 104 consumers particularly mothers, and the secondary target market involving 54 public market salt retailers. Additionally, Z-Test on Difference of Two Proportions was applied to analyze the knowledge of consumers and retailers regarding the iodization of rock/coarse salt, and the differentiation of branded and unbranded salts. A framework entitled “A Common Behavior Sequence for a Retail Store Consumer Goods Purchase Model was included as well to understand consumer behavior when using and purchasing salt. Lastly, a price sensitivity scale was used to find out the price range that consumers prefer for FIDEL Iodized Salt. In line with the objective of identifying the consumer behavior in buying and using salt in the 5 Rizal municipalities, the collected results show that: majority use salts, most of the salt buyers are also the users, coarse salt is the most saleable salt, the most important attribute of salt is that it easily adds flavor, the most purchased salt weighs 1 kilogram priced averagely at P7 to P10, and consumers purchase it twice a month. On the other hand, the results that are relevant in determining the present situation of FIDEL Iodized Salt (FIS) in the 5 Rizal municipalities show that FIDEL Iodized Salt came in third in the top-of-mind awareness among branded and unbranded salts while first among branded salts.