Date of Publication

5-16-2024

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Business | Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Advisor

Rayan P. Dui

Defense Panel Chair

Dave Vincent Mangilet

Defense Panel Member

Noel Murad
Carlo Miguel Saavedra

Abstract/Summary

Chocolates, chocolate powder, and tablea are the most popular products made from cacao, a high-value crop (Medenilla, 2022). Seven cacao products are offered for sale in the Philippines to domestic and foreign markets. These include tablea, cocoa nibs, cocoa butter, cocoa powder, and wet, dried, and dried fermented beans (DA-BAR, 2022). This study sought to test the factors influencing Filipino millennials' intention to purchase Philippine Tablea (cacao mass) products in the Caraga region (Region XIII) as the test location. The theory of planned behavior is extended to include health consciousness and product knowledge as antecedents of attitude, perceived product price, and perceived product quality as additional determinants. Participants in this study are pure online respondents. A total of 540 participants (n=540) (66% females, 34% males) aged 28 to 43 years old participated in the study. The scales were found to have good internal consistency, reliability, and validity. Cronbach's values ranged from 0.79 to 0.96. Results showed that health consciousness and product knowledge significantly influence Filipino millennials' attitudes. Attitude, subjective norms, perceived behavioral control, perceived product price, and perceived product quality are significant factors influencing Filipino millennials' intention to purchase Philippine Tablea (cacao mass) products. Therefore, it is recommended that this study's findings serve as a basis for developing marketing communications and other marketing strategies for Philippine tablea entrepreneurs and processors.

Abstract Format

html

Language

English

Format

Electronic

Keywords

Consumer behavior; Cacao—Philippines; Chocolate industry—Philippines

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Embargo Period

5-16-2025

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