Abstract: Coco sugar has been known for its many medicinal or pharmaceutical benefits, as it is used in controlling diabetes and obesity. Consumers’ buying behavior on coco sugar had to be established to guide farmers, producers and entrepreneurs. Descriptive research was employed through interview of 390 respondents. Data were analyzed using mean and percentage. Results revealed that the consumers were less aware on the information, health benefits, and utilization of coco sugar because majority had no source of information about the product They showed moderate willingness to consume coco sugar due to its high price. However, majority were willing to pay at P250 per kilogram, packed in smaller quantity to make it more affordable. Majority of the consumers intend to utilize coco sugar as sweetener for beverages, though at present they are non-consumers. The product needs intensive promotion to be known to consumers and gain market share.
Keywords: coco sugar, consumer buying behaviour.
Title: Consumers’ Buying Behavior on Coconut Palm Sugar
Author: Grace D. Buencillo
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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