ISSN 2348-1218 (print) International Journal of Interdisciplinary Research and Innovations ISSN 2348-1226 (online) Vol. 10, Issue 1, pp: (42-46), Month: January - March 2022, Available at: www.researchpublish.com
Consumers’ Buying Behavior on Coconut Palm Sugar Grace D. Buencillo Associate Professor III , Agri-Business Department, Institute of Agricultural Technology and Entrepreneurial Studies SPAMAST, Malita, Davao Occidental, Philippines
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.
I. INTRODUCTION A. Rationale Coconut or Cocos nucifera is a member of family of Aracaceae (palm family) [1]. It is known as “niyug” in Luzon, “Lubi” in Visayas and Mindanao [2]. It is arguably the most used plant on the earth in terms of number of utility of its products and was the foundation of vegetable oil production. Coconut trees produce many non-food raw materials for high-value products and basic food products including coconut sugar with coconut sap as the main ingredient [3]. Coconut sap, the sweet exudate from the tapped unopened spathe or inflorescence of coconut, is one of the best food products to consider because of its many uses. It could be marketed as an alcoholic drink locally known as 'tuba' or coconut wine; as vinegar; or as 'lambanog' or distilled wine; and as coco sugar or sweetener [4]. Moreover, the Philippines has been regarded as the diabetes “hotspot” since 3.71M Filipinos suffered from diabetes [5]. These people need food supplement that would help in controlling diabetes and obesity. The coconut sap has a very low glycemic index which helps regulate high blood pressure and sugar metabolism. It is a potent antioxidant for overall immune system protection, cardiovascular and respiratory health [6]. Because of its health benefits, market for coconut sugar palm is increasing in the local as well as outside the country. The increasing growth of demand for coconut palm sugar triggers producers to engage in coconut sugar production. There are promising market in different countries in the US and parts of Asia [7]. Contemporarily, there is a dearth of literature on the consumers’ buying behavior on coconut palm sugar that would inform farmers, producers and businessmen on the awareness and attitude towards the product. Further, SPAMAST will embark on the production of coco palm sugar through its research development division, thus, making the study results significant and beneficial.
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