BIBLIOGRAPHY

PAREDES, HECTOR S. APRIL 2007. Consumers Perception on Meat and

Vegetable –Based Burger. Benguet State University, La Trinidad, Benguet.

Adviser: Jovita M. Sim, MSc

ABSTRACT

The study was conducted in La Trinidad, Benguet –to determine the perception of

consumers on meat and vegetable –based burger. There were 200 respondents of the

study. Consumers perceived that a burger is a hamburger, cheese burger, veggie burger,

bread, food, beef, expensive food or big burger. Ninety six percent of the respondents

consume burger and they buy from burger stand/street burger vendor, fast food, and

canteen or in the restaurant. Most of respondents consume burger at snack time and there

are also respondents who consume burger for lunch, breakfast and dinner or any time

they want to consume.

Influencers of burger consumption include; availability of burger in the market,

health value/benefits, availability of burger at home, friend, family members, relatives,

curiosity, no need to cook, easy to prepare and the taste.

Based on the opinions of respondents, veggie burger is not popular because of the

lack of information, insufficient promotion, people are not interested to try the product, it

is new product in the market and because of limited supply.

Based on the result, it is concluded that burger is consumed as snack food and

always available in canteens, burger stand, fast food chains and restaurant or snack house.
But because meat –based burger is more popular than vegetable –based burger, the

respondents perceived burger as hamburger or meat. Therefore it is recommended that

vegetable –based burger should be promoted in order to change the perception of

consumer on burger that burger maybe made of meat or vegetable. It is also

recommended that feasibility study should be done to identify the profitability of

vegetable –based burger and further study on market segments of burger either meat or

vegetable –based burger.

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 TABLE OF CONTENTS

Page

Bibliography……………………………………………………………..… i

Abstract ……………………………………………………………..……… i

Table of Contents………………………………………………………….. iii

INTRODUCTION ………………………………………………………… 1

Rational …………………………………………………………..... 1

Statement of the Problem ………………………………………….. 2

Objectives of the Study ……………………………………………. 2

Importance of the Study …………………………………………… 3

Scope and Limitations of the Study ……………………………….. 3

REVIEW OF LITERATURE ……………………………………………… 4

Historical Background of Burger ………………………………….. 4

Perception Defined ………………………………………………… 4

Factors Influencing Consumer Perception and Behavior ………….. 5

Definition of Terms ………………………………………………… 9

METHODOLOGY ………………………………………………………… 10

Locale and Time of the Study ……………………………………… 10

Respondents of the Study ………………………………………….. 10

Data Collection …………………………………………………….. 10

Data Gathered ……………………………………………………… 10

Data Analysis ……………………………………………………… 11

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RESULT AND DISCUSSION …………………………………………….. 12

Personal Profile of Respondents ……………………...……………. 12

Sex …………………………………………………………. 12

Civil status …………………………………………………. 12

Province or region of origin ……………………………….. 12

Religious affiliation ………………………………………… 12

Educational attainment …………………………………….. 13

Occupation …………………………………………………. 13

Monthly income ……………………………………………. 13

Consumers’ Perception on Burger …………………………………. 17

Consumer of Burger ………………………………………………… 18

Kind of Burger ……………………………………………………… 19

Purchase Area/Outlet ……………………………………………….. 19

Frequency of Burger Consumption ………………………………… 20

Reason for Consuming Burger …………………………………….. 21

Time of Consumption ……………………………………………… 22

Consumers’ Perception on Meat and Vegetable –Based Burger ……. 23

Reason Why Veggie Burger is not Popular ………………………… 25

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ………….. 26

Summary …………………………………………………………… 26

Conclusions …………………………………………………………. 27

Recommendations …………………………………………………… 27

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LITERATURE CITED ……………………………………………………… 29

APPENDIX …………………………………………………………………. 30

Survey Questionnaire ……………………………………………….. 30

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INTRODUCTION

Rationale

Nowaday’s consumers are becoming aware and conscious of their health.

Therefore nutrition is an emotional subject and nothing arouses people’s passions more

than the subject of protein in their diet. Widely divergent opinions on whether more

protein or less is best, and on the merits of animal vs. vegetable sources, have been

debated for many years. And for all that time solid scientific research has clearly

supported the wisdom of a diet low in protein – favoring vegetable sources. So far,

however, the scientific facts have fought a losing battle against popular opinion – which

values high-protein diets based on animal foods (Wikipedia, N.D.). McDougall (2006)

once said, “Truth is mighty and will prevail. There is nothing wrong with this, except that

it ain't so.” Even though the facts may never become popular knowledge, he will always

believe that our fundamental right to know the truth about our nutritional requirements –

this vital information should be taught from childhood as basic education, along with

reading, writing, and mathematics – and along with health facts such as cigarettes cause

lung damage, drunk driving kills, and automobile safety belts save lives.

Meat based burger has a fat content that supplies the juicy taste that consumers

love, but has also linked to health problems. This and the rise in popularity of a

vegetarian diet, led food processor to develop a meatless burger or so called “veggie

burger”. This veggie burger have become especially popular as we try to eat more plant

foods rich in vitamins, minerals and phytochemicals and consume fewer calories from

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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red meats and saturated fats. They also are typically very low in cholesterol and provide

important dietary fiber (Appetit, 1999).

On this basis, this study intends to find out how do consumers perceive on meat

and vegetable based burger. And if we talk perception, it is one of the oldest fields within

scientific psychology, and there are correspondingly many theories about its underlying

processes (Wikipedia, N.D.).

Therefore this research will then study the perception on meat and vegetable

based burger.

Statement of the Problem

The study will focus on the consumers’ perception and behavior on meat and

vegetables based burger in La Trinidad, Benguet. It seeks to answer the following

questions:

1. What is the perception of consumers on meat and vegetable -based burger?

2. What is the buying behavior of consumers on meat and vegetable –based

burger?

3. What are the factors affecting the consumer perception behavior on meat and

vegetable -based burger?

Objectives of the Study

1. To identify consumers’ perception on meat and vegetable -based burger.

2. To identify the buying behavior of consumers’ on meat and vegetable -based

burger.

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3. To identify the factors that affect consumer perception and behavior on meat

and vegetable -based burger.

Importance of the Study

The study will then promote and introduce “veggie burger” for the consumers

especially for the vegetarians and to the health conscious people. Also provide beneficial

information to businessmen, firms and organizations based on the perception and

behavior of the consumer.

Scope and Limitations of the Study

This research was conducted in La Trinidad, Benguet where the data were

gathered. The main concern was to look into the consumers’ perception on meat and

vegetable –based burger.

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REVIEW OF LITERATURE

Historical Background of Burger

Burger is patty or small cakes of food, as specified, usually ground or chopped,

grilled, and serve on a bun. The origin of hamburger is unknown, but the hamburger patty

and sandwich were probably brought by 19th –century German immigrants to the United

States, where in a matter of decades it come to be considered an archetypal American

food. The importance of the hamburger in 20th –century American popular culture is

indicated by its virtual ubiquity at backyard barbeques and on fast-food restaurant menus

and by the proliferation of so called hamburger stands and restaurants. Some chains, such

as McDonalds, Burger King and Wendy’s have proliferated worldwide (Britannica,

1768).

Perception Defined

The word, perception, comes from the Latin word, capere, meaning to take, the

prefix per- means 'completely (Wikipedia, N.D.).

Perception is one of the oldest fields within scientific psychology, and there are

correspondingly many theories about its underlying processes. The oldest quantitative

law in psychology is the Weber-Fechner law, which quantifies the relationship between

the intensity of physical stimuli and their perceptual effects. It was the study of

perception that gave rise to the Gestalt school of psychology, with its emphasis on

holistic approaches (Wikipedia, N.D.).

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Perception is the interpretation process by which consumer makes sense of their

own environment. Many people believe that perception is passive or rather that we see

and hear what is out there very objectively (Olson and Peter, 1996). However, the truth is

quite the contrary. People actually actively perceive stimuli and objects in their

surrounding environments. Consumers see what they expect to see, and what they expect

to see usually depends on their general belief and stereotypes. Since different groups

(segment) of people have different general belief and stereotypes, they tend to perceive

stimuli in the marketing environment differently (Irwin, 1977). What does all of this

mean for marketers? Basically, that marketer needs to be aware of this fact about

perception so that may be able to tailor their marketing stimuli (i.e ads, packaging,

pricing, etc.) differently for the different segments they are targeting. Additionally,

perceptual expectations can lead to illusions and illusions can be used to great effect in

packaging and advertising.

Factors Influencing Consumers Perception and Behavior

Tigo (2004), cited that one perception of a certain thing determine the overt

behavior exhibited under a given condition. Perception is the process of becoming aware

of objects, qualities, relation or problems which is closely related to action. Myers

(1981), as cited by Tigo (2004), stated that perception refers to how we comprehend the

objects and events in external reality around us.

A person's buying decisions are also influenced by psychological factors such as:

motivation, perception, learning and beliefs and attitudes. A need becomes a motive

when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently

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pressing to direct the person seeks satisfaction of the need (Kotler, 2000). People have

choices that depend upon the information they received, the influenced of the

environment. Preferences of people are based on their taste, what they see and whatever

information they hear about a product.

Consumer perception are also influenced by personal characteristics, this include

the consumer age, occupation, and personality.

Social factor can also influenced a consumer behavior such as the consumer's

reference group, family and social roles (Kotler, 2000). The perception of consumer in

buying burgers product might be influenced by friends. Most groups buy common

products because it is choice of her friend or family and because people believe that it

would be good enough to buy healthy product as their companions says. As Kotler (2000)

defines reference groups are those groups that have direct or indirect influence on the

people's attitude or behavior.

Cultural, social, personal and psychological factors are major factors influencing

consumers buying behavior. Cultural factors exert the broadest and deepest influence on

consumer behavior. This is the most fundamental determinant of a persons wants.

Consumer’s behavior will lead them on how much they want the product. This is also

determines what is acceptable with product advertising. Culture determines most people

eat and their beliefs. Each culture contains smaller group or sub-culture that provides

more identification and socialization. Stratification may take the form of caste system

where the members of different castes are reared for certain roles and cannot change their

caste membership. More frequently, stratification takes the form of social classes. Social

classes an open group of individuals who have similar social interest (Kotler, 2000).

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Culture is part of the external influences that impact the consumer. That is, culture

represents influences that are imposed on the consumer by the other individuals.

Knowledge and beliefs are important parts of culture (Perner, N.D.) perception also are

an approximation of reality. Exposure involves the extent to which we encounter a

stimulus. For instance, people are exposed to numerous commercial messages like

billboards, radio advertisement media, sign and banners. This will affect the perception of

people (Perner, N.D.).

Abraham Maslow' s hierarchy of needs theory sets out to explain what motivated

individuals in life to achieve. And the answer of his theory is the individuals aim to meet

basic psychological needs of hunger and thirst. When this has been met they then move

up to the target (Mowen and Minor, 1998) easily determine that consumer spend much of

money for health product/food because people much concern with their health than

luxurious things.

The buyer behavior of consumer as stated by Lusch (1987) strongly influenced by

how they perceive the environment around them, including products and other marketing

stimuli. Although perception depends on both external stimuli in a point of purchase

displays, coupons, sales people, and free samples. Personal factors also influence

consumer perception such as attitudes, motives and prior experience. If you have a

positive attitude toward personal hygiene, you are more like to notice the advertisement

than would a person who is unconcerned with personal hygiene.

Three research perspectives act and identify the factors that influence consumer

perception and behavior; first is the decision making perspective which portrays

consumer as taking a series of steps when buying. It includes the problem recognition

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search, evaluation and their choices. Second, is the experiential perspective on consumer

buying processes that in some instances consumers do not just buy according to a strictly

rational decision-making process. Instead, people buy certain product in order for them to

experiment and because people are influenced with some advertisement related to the

products they want to buy. Lastly, the personal value of consumer behavior -it helps

people become better consumers by revealing them how they and others go about their

consumption activities (Pride and Ferrell, 1983). One more factor that affects the

perception of consumers on meat and vegetables based burger product is the

advertisement. This can possibly influence consumers because like most veggie burger is

not well known.

The author stated that the consumers mind set is formed by his/her needs,

perception of a brand or company and attitude towards that brand or company. Needs are

forces that direct consumers toward the achievement of certain goals, perception are the

way consumers organize and interpret information about objects like brands, companies

and attitudes are the consumers tendency to evaluate an object in a favorable or

unfavorable way (Assael, 1990).

Personality is internal in which both experiment and behavior related in an orderly

way. Uniqueness arises from heredity and our experiences. And perception receives

information through the senses: sight, taste and hearing. Inputs information is the

sensation received through sense organs. When we hear advertisement, see a friend and

taste a product (Pride and Ferrell, 1983).

Mowen and Minor (1998), defined consumer behavior as an action a person takes

in purchasing and using a product. It indicates that consumer behavior not only involves

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the specific actions taken by individuals when buying and using product but all social and

psychological factors that affect these actions.

Definition of Terms

Behavior – attitudes, feeling and personality on meat and vegetable based burger.

Perception – thoughts or idea of consumer on meat and vegetable based burger.

Buying behavior – the decision process and actions of people involved in buying

and using products.

Consumption – the using up off goods and services having an exchangeable

value.

Stereotypes – a simplified and standardized conception or image invested with

special meaning and held in common by members or group.

Stimuli – something that excite an organism or part to functionable activity.

– something that to action or exertion or quickens action, felling, thought,

etc.

Snowballing – to grow or become larger, greater, more intense, etc…, at an

accelerating rate.

Proliferation – an excessive, rapid spread.

Psychology – the sum of the mental states and process of a person or a number of

person, extrasensory perception as determining action.

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METHODOLOGY

Locale and Time of the Study

The research study was conducted in the municipality of La Trinidad, Benguet

from December to January 2007. It covers the sixteen barangays of La Trinidad, Benguet

(Figure 1).

Respondents of the Study

The respondents of the study were the residents of La Trinidad. There are 200

respondents chosen at random.

Data Collection

A survey questionnaire was used as a tool in gathering data. Questionnaire was

fill-up in the presence of the researcher. Snow balling was applied in order to gather

information.

Data Gathered

The data gathered included the following: a) consumers’ perception on meat and

vegetable –based burger, b) the buying behavior of consumers’ on meat and vegetable

–based burger and c) the factors that affect consumers’ perception and behavior on meat

and vegetable –based burger.

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Data Analysis

The data gathered was tabulated and analyzed using statistical tools such as

frequency and percentage.

Figure 1. Municipal map of La Trinidad, Benguet

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RESULTS AND DISCUSSION

Personal Profile of Respondents

Table 1 shows the personal profile of the respondents in term of variables such as

sex, civil status, age, province and or region of origin, monthly income, educational

attainment, and occupation.

Sex. There were slightly more female respondents (59%) than males (41%). As to

age, 49% of respondents were of 20-10 years old, (31%) were 21-30 years old, (8%) were

31-40 years old, 4.5% were 41-50 years old and 2.5% were above 50 years old. Five

percent (5%) of the respondent who did not indicate their age.

Civil status. Since most of my respondents were students, majority (71.5%) are

single, 26% are married.

Province or region of origin. Since the study was conducted in La Trinidad,

Benguet, majority (63%) of the respondents are from the province of Benguet, 18.5% are

from Mt. Province, a province adjacent to Benguet and 11% from Ilocos Region, either

from the province of La Union, Ilocos Sur, and Ilocos Norte, these provinces that are

adjacent or near Benguet province. There are 3.5% of respondents who are from Kalinga,

3% are from Tagalog areas/region, and 1% from the province of Ifugao. Result implies

that peoples in La Trinidad, Benguet come from different provinces such Ifugao, Mt.

Province, Ilocos Norte/Sur Region, La Union, Pangasinan, and other provinces of Luzon,

thus respondents were a variety of culture from these areas.

Religious affiliation. Most of the respondents belong to the Roman Catholic

sector (53.5%), 25% are Protestants (Baptist, UCCP, Lutheran, etc.), 7.5% are protestants

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from Anglican, 4.5% are Pentecost and 4.5% are Iglesia ni Kristo, 4% are Jehovah’s

Witnesses, and 1% Pagan. All the respondents belong to religious sectors where in there

are no restrictions in meat consumption except for Iglesia ni Kristo and Pentecost who are

not eat meat.

Educational attainment. Most of the respondents 54.5% have reached or are in

college level, 15.5% are college graduate, 14.5% have reached or are in the secondary

level, 6.5% have finished vocational courses, 5.5% had finished graduate degree and

3.5% had finished elementary. This implies that most the respondent have finished a

course degree or college level.

Occupation. Most of the respondents are students 52.5%. This is followed by

farmers (11%) and businessmen/self employed (10.5%). The others are private employee,

unemployed (housekeeper), government employee and laborers. This implies that more

of the respondents are students because La Trinidad, like Baguio City is also an education

center due to the presence of colleges and universities like Benguet State University,

Eastern Luzon College and Cordillera College.

Monthly income. In terms of their monthly income, more than one half (53.5%)

of respondents have an income of less than 10,000 pesos per month, 19% have an income

ranging from 10,000-15,000 pesos and 19% of the respondents did not indicate their

income. The others have an income of more than 16,000 pesos per month. Student’s

income is in the form of allowance from their parents.

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Table 1. Respondents profile

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
Sex

Male 82 41.0

Female 118 59.0

TOTAL 200 100

Age (yrs.)

10-20 98 49.0

21-30 62 31.0

31-40 16 8.0

41-50 9 4.5

51-above 5 2.5

No answer 10 5

TOTAL 200 100

Civil Status

Single 143 71.0

Married 52 26.0

Separated 3 2.0

Widow 2 1.0

TOTAL 200 100

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Table 1. Continued…

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
Province/Region of Origin

Tagalog Region 6 3.0

Ilocos Region 21 11.0

Benguet 126 63.0

Ifugao 2 1.0

Kalinga 7 3.5

Mt. Province 37 18.5

TOTAL 200 100

Religion

Roman Catholic 107 53.5

Iglesia ni Kristo 9 4.5

Anglican 15 7.5

Jehovah’s Witnesses 8 4.0

Pagan 2 1.0

Pentecost 9 4.5

Protestant (Baptist, UCCP, Lutheran, etc) 50 25.0

TOTAL 200 100

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Table 1. Continued…

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
Educational Attainment

Elementary 7 3.5

High School 29 14.5

College 109 54.5

College Graduate 31 15.5

Graduate Degree 11 5.5

Vocational 13 6.5

TOTAL 200 100

Occupation

Farmer 22 11.0

Unemployed (housekeeper) 13 6.5

Laborer 11 5.5

Student 105 52.5

Businessmen/Self-employed 21 10.5

Private employee 15 7.5

Government employee 13 6.5

TOTAL 200 100

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Table 1. Continued…

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
Monthly Income

Less than P10,000 107 53.5

P10,000-P15,000 38 19.0

P16,000-P20,000 7 3.5

P21,000-P30,000 8 4.0

P31,000-P40,000 1 5.0

Above P40,000 1 5.0

Consumers’ Perception on Burgers

Because of the popularity of hamburger, 71.5% of the respondents perceived that

a burger is hamburger. Twenty five percent of the respondents say it is cheese burger and

6% perceived as a veggie burger. The other respondents perceive that a burger is a bread

(3.5%), a food (2%) and a beef (0.5%). One respondent even mentioned that a burger is

an expensive food. This implies that majority of the respondents perceive that a burger is

out of meat such as beef, with or without cheese as displayed and sold by burger stands,

fast food chains, and canteen, store or snack house.

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Table 2. Consumers’ perception on burgers

PERCEPTION FREQUENCY PERCENTAGE

(F) (%)
Hamburger 143 71.5

Cheese Burger 50 25.0

Veggie Burger 12 6.0

Bread 7 3.5

Food 4 2.0

Beef 1 0.5

Expensive Food 1 0.5

*multiple response

Consumer of Burger

Majority (96%) of the respondents are consumers of burgers, and only (4%) do

not consume (Table 3). Result implies that burger is a product liked by most consumers.

Table 3. Consumer of burger

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
Consumers 192 96.0

Do not consume 8 4.0

TOTAL 200 100

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Kind of Burger

Table 4 show the kind of burger consumed by respondents. Result shows that

64% of respondents prefer meat based burger while 36% prefer vegetable based burger.

This implies that respondents preferred meat based burger than vegetable based burger.

This is evident with the presence of burger stands in schools and densely populated area.

In fact meat –based burger is a very popular snack food.

Table 4. Kind of burger preferred by respondents

KIND FREQUENCY PERCENTAGE

(F) (%)
Meat -based burger 128 64.0

Vegetable -based burger 72 36.0

*multiple response

Purchase Area/Outlet

Most (74%) of the respondents buy burger in burger stand or street burger vendor,

21.5% in fast food chain, 12.5% in canteens and 7.5% in restaurant (Table 5). Due to the

presence of burger stand in almost all areas of La Trinidad especially densely populated

areas, majority of the respondents buy burger in burger stand or street burger vendor

which ever is most accessible to them.

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Table 5. Purchase area/outlet of burgers consumed by respondents

PLACE/OUTLET FREQUENCY PERCENTAGE

(F) (%)
Fast food 43 21.5

Restaurant 15 7.5

Canteen 25 12.5

Burger stand/street vendor 148 74.0

*multiple response

Frequency of Burger Consumption

Table 6 shows the frequency of consuming burger by the respondents. Result shows

that 36.5% of the respondents consume burger once a week, 22% consume occasionally

or depending on the need, 13.5% consume once a month and 10.5% consume twice a

week. Other respondents are consuming burger three times a week (3.5%), daily (5%),

twice a month (2%), three times a month (2.5%) and some are consuming once a year

(2%). Five respondents (2.5%) answered that they never consumed burger may be

because they simply do not like burgers. This implies that respondents consumes burger

once a week or occasionally or depending on their need ( to satisfy their craving for food

such as burger) and very few of the respondents are consuming burger daily, (this may be

the students respondents).

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Table 6. Frequency of burger consumption

BURGER FREQUENCY PERCENTAGE

CONSUMPTION (F) (%)
Daily 10 5.0

Once a week 73 36.5

Twice a week 21 10.5

Three times a week 7 3.5

Once a month 27 13.5

Twice a month 4 2.0

Three times a month 5 2.5

Once a year 4 2.0

Occasionally/depend 44 22.0

Reason for Consuming Burger

Consumer’s preference to consume a certain food items is influenced by several

factors. In the case of burgers, several influencing factors were identified by the

respondents. Twenty five percent of the respondents consume burger because of the

availability of the product in the market, food stalls, snack house or canteen and burger

stand. Twenty two (22%) says that they consume burger because of the health

value/benefits of the product, availability of the product at home (19.5%),

suggestion/recommendation of friend, family members and relatives (16%), preferred by

the family (13.5%) and curiosity on the product (13.5%). Sixteen of the respondents (8%)

like to consume because there is no need to cook and always available in burger stands

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and snack canteen, easy to prepare (7%) and they like the taste (2%). This implies that

burger is a commodity that is always available in the market, canteen, snack house and

known by most people. Respondents also recognize the health benefits provided by

burger that’s why they consume.

Table 7. Reason for consuming burger

REASONS FREQUENCY PERCENTAGE

(F) (%)
Availability of the product at home 39 19.5

Preferred by the family 27 13.5

Suggestion of friend, family members and 32 16.0

relatives

Perceived health value of the product 44 22.0

Availability of the product in the market 50 25.0

Curiosity with the product 26 13.0

No need to cook 16 8.0

Easy to handle and prepare 14 7.0

Taste good 4 2.0

*multiple response

Time of Consumption

Table 8 shows that majority (84.5%) of the respondents consume burger at snack

time. Some respondents (11.5%) are consuming at lunch time as main meal for lunch and

few (5%) of respondents consume burger at breakfast. This implies that burger is

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consumed during snack time as snack food and sometimes as main meal food for lunch

especially for students, who did not bring their packed lunch.

Table 8. Time of consumption

TIME OF FREQUENCY PERCENTAGE

CONSUMPTION (F) (%)
Breakfast 10 5

Lunch 23 11.5

Dinner 7 3.5

Snack 169 84.5

Anytime 2 1

*multiple response

Consumers’ Perception on Vegetable and Meat -based Burger

Vegetable -based burger is comparable to meat -based burger as shown in Table 9,

because most respondents answered neutral when asked them if they prefer and believe

that vegetable based burger is better than meat based burger. When asked them if

vegetable based burger is a healthy food, most of respondents agreed. Most (68.5%) of

respondents agreed or preferred nutritious food, thus agreed that vegetable –based burger

is a nutritious food. This implies that in terms if health benefits they prefer vegetable

based burger, however some people love to eat meat, thus, would still prefer the meat –

based burger.

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Table 9. Preferences on vegetable and meat -based burger

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
I prefer vegetable –based burger

Disagree 13 6.5

Neutral 98 49.0

Agree 77 38.5

Vegetable –based burger is a

healthy food

Disagree 6 3.0

Neutral 74 37.0

Agree 108 54.0

I prefer to eat nutritious food

Disagree 1 0.5

Neutral 50 25.0

Agree 137 68.5

Easy to prepare food

Disagree 5 2.5

Neutral 93 46.5

Agree 90 45.0

*multiple response

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Reason Why Veggie Burger is not Popular

Because of the health benefits derived from vegetable –based burgers, some

respondents would like to try, however it is not a popular food in fast food chains and

snack house. Vegemeat burger is available in selected supermarket intended for

vegetarian diet and for consumers who belong to religious sectors with meat restrictions.

Table 10 shows the reason mentioned by respondents on why veggie burger is not

popular. Fifty percent of the respondents mentioned lack of information, insufficient

promotion (33%), people are not interested to try (20.5%), veggie burger is new in the

market (11%) and limited supply (9%). Other respondents still prefer to eat meat –based

burger may be because they are not used to eat vegetable.

This implies that veggie burger is not well promoted and only few people know it

while meat –based burger is already introduced and known by the people and available in

fast food chains and food canteens/company’s like Mc Donald’s, Jollibee and burger

stands like Big Mak.

Table 10. Reason why veggie burger is not popular

PARTICULAR FREQUENCY PERCENTAGE

(F) (%)
Insufficient promotion 66 33.0

New product in the market 22 11.0

Limited supply 18 9.0

People not interested to try 41 20.5

Lack of information 100 50.0

People love to eat meat 5 2.5

*multiple response

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Summary

The study was conducted to identify the consumer’s perception on meat and

vegetable –based burger. It aimed to identify the buying behavior of consumer on meat

and vegetable –based burger, identify the factors that effect consumer’s perception and

behavior on meat and vegetable –based burger.

The 200 respondents of the study were composed of the following groups:

student, farmer, government employee, unemployed or (housekeeper), and the laborer.

Out of the 200 respondents, 96% consumes burger and 4% do not consume burger.

Most of the respondents preferred meat –based burger than vegetable –based

burger. They buy burger from burger stand/street burger vendor, fast foods, canteen, and

in the restaurant. Most of respondents consume burger at snack time, however there are

also respondents who consume burger for lunch, breakfast, and dinner or any time they

want to consume.

The factors influencing the respondents to purchase or consume burger includes:

a) availability of the product in the market, b) perceived health value, c) availability of

the product at home, d) suggestion/recommendation friend, family members and

relatives, e) preferred by the family members, f) curiosity on the product, g) no need to

cook, h) easy to prepare, and they like the taste of burger.

Based on the opinions of respondents, veggie burger is not popular because of the

lack of information, insufficient promotion, people are not interested to try the product, it

is new product in the market and because of limited supply.

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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Conclusions

The following conclusions were made based on the findings of the study:

1. Respondents/consumers perceived that a burger is a hamburger.

2. Meat –based burger is more popular than vegetable –based burger.

3. Burgers is consumed as snack food.

4. Consumers consume burger because it is always available in canteens, burger

stands, fast food chains, and restaurant or snack house.

5. Vegetable –based burger is not fully introduced or promoted especially in the

study area.

Recommendations

Based on the conclusion, the following recommendations are made:

1. It is recommended that information dissemination should be done to change

the perception of consumers on burger, that burger is not only hamburger but

patties that maybe made of meat or vegetables.

2. It is recommended that vegetable –based burger should also be promoted to

make it popular as the meat –based burger.

3. Promote consumption of burger especially for vegetable –based burger as a

nutritious snack food or even as a viand.

4. Make vegetable –based burger available in canteens, burger stands, fast food

chains, restaurants or snack house for consumers.

5. For an entrepreneur who is planning to go into production and marketing of

vegetable –based should take into consideration the perception and behavior

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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of target customer or market. In order to create demand for vegetable –based

burger product a thorough promotion of the product as a nutritious healthy

food should be given emphasis.

6. It is also recommended that feasibility study should be done to identify the

profitability of vegetable –based burger.

7. It is recommended that a further study should be done to determine the market

segments of burger.

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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LITERATURE CITED

APPETIT, B. 1999. Veggie Burger Recipes. Retrieved September 12, 2006 from http://
www.epicurios.com/recipes/menus/vegburger.

ASSAEL, H. 1990. Marketing Principles and Strategy. (4th ed.). Dryden Press Chicago.
Pp. 147-149.

BRITANNICA.1768. The New Encyclopedia Britannica. Vol.5. (5th ed.). Encyclopedia

Britannica Inc. P. 656.

IRWIN, J. 1977. Consumer Behavior. Retrieved September 3, 2006, from

http://ccat.sas.upenn.edu/~sstumpf/cbresources.

KOTLER, P. 2000. Marketing Management. Prentice Hall, New Jersey. U.S.A. Pp. 162-170.

LUSCH, R.F. 1987. Principles of Marketing. Kent Publishing Company. Pp. 134-135.

McDOUGALL, J.M.D. 2006. Health Option. Retrieved August 19, 2006 from
http://www.all-creatures.org/mfz/health-protein-jm.

MOWEN, J.C. and .M. MINOR. 1998. Consumer Behavior. (5th ed.). Prentice- Hall, Inc.
Pp. 6-12.

OLSON, J.C. and J.P. PETER. 1996. Consumer Behavior and Marketing Strategy. (4th
ed.). Irwin Publishers. P.1.

PERNER. N.D. The Psychology of Consumers. Retrieved July 2, 2006, from

http://www.larsperner.com.

PRIDE, W.M. and O.C. FERREL. 1983. Marketing: Basic Concepts and Decisions.
Boston: Houghton Mifflin Com. Pp. 142-143.

TIGO, M.M. 2004. Perception and attitude towards development programs implemented
by the barangays officials in three barangays of Kasibu, Nueva Vizcaya. BS
Thesis. Benguet State University. La Trinidad, Benguet.

WIKIPEDIA. N.D. Perception. Retrieved August 4, 2006, from

http://ccat.sas.upenn.edu/~sstump/cbperception.html.

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
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APPENDIX

SURVEY QUESTIONNAIRE

Name: (optional) Sex: .

Address: Civil Status: .

1. Age:_________(yrs)

2. Ethnic Affiliation / Origin

Tagalog Kalinga
Ilocos region Mt. Province
Benguet Pangasinense
Ifugao Others (pls. Specify) _____________________

3. Religious Affiliation

Roman Catholic Jehovah Witnesses

Iglesia Ni Cristo Baptist
Anglican Others ( pls. Specify) ____________________

4. Educational Attainment

Elementary Level College Level

High School Level College Graduate
Vocational Graduate degree – Ms, Ma, Phd.., etc…

5. Main Occupation

Farmer Businessman / Woman

Housekeeper Self- employed
Laborer Private employee
Student Government employee
Others (pls. specify) .

6. Household average monthly income

Less than PhP 10,000 PhP 21,000 – 30,000

PhP 10,000 – 15,000 PhP 31,000 – 40,000
PhP 16,000 – 20,000 Above 40,000

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
 31

7. How often do you eat burger?

Daily Twice a week

Once a week Three times a week
Others (pls. specify) .

8. Where do you buy burger?

Fast food Burger Stand

Restaurant Street Vendor
Canteen Others ( pls. specify) .

9. Who are the other consumers of burger in the family?

Parents All members in the family

Children None

Consumer Perception and Behavior

10. What comes into your mind when you heard the word burger?

Hamburger
Cheese Burger
Veggie Burger
Others (pls specify) .

11. Do you like burger?

____Yes ____No

12. What kind of burger?

Meat-based burger
Vegetable – based burger

13. What are the factor that influence you to consume burger?
Availability of the product at home
Preferred by the family
Suggestions of friends, family members and relatives
Perceived health value of the product
Availability of the product in the market
Curiosity with the product
Easy to handle and prepare
Others (pls. specify) .

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
 32

14. At what time of the day do you eat burger?

Breakfast Dinner
Lunch Snack time

15. Please check the corresponding columns as to whether you agree or disagree with
the following statements.
Disagree Neutral Agree

a. I prefer vegetables- based burger

b. Vegetable-based burger is a healthy food
c. I prefer to eat nutritious food
d. I prefer easy to prepared food

16. In your opinion, what do you think is the reason why Veggie burger is not well
known?

Insufficient promotion people not interested to try

New product in the market Lack of information
Limited supply others (pls. specify) .

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
 33

CONSUMERS’ PERCEPTION ON MEAT AND

VEGETABLE -BASED BURGER

HECTOR S. PAREDES

A THESIS SUBMITTED TO THE COLLEGE OF AGRICULTURE,

BENGUET STATE UNIVERSITY IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS
FOR THE DEGREE

BACHELOR OF SCIENCE IN AGRIBUSINESS

(ENTERPRISE MANGEMENT)

APRIL 2007

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007
 34

CA-UR Form 10 File No. .

Benguet State University

COLLEGE OF AGRICULTURE
La Trinidad, Benguet

This thesis, titled “CONSUMERS’ PERCEPTION ON MEAT AND

VEGETABLE –BASED BURGER” prepared and submitted by HECTOR S. PAREDES

for the degree BACHELOR OF SCIENCE IN AGRIBUSINESS (Enterprise

Management) is here by accepted.

JOVITA M. SIM ANDREW K. DEL-ONG

Adviser and Chairperson, Advisory Member, Advisory Committee
Committee Date Signed: .
Date Signed: .

LUKE L. CUANGEY EVANGELINE B. CUNGIHAN

Member, Advisory Committee Member, Advisory Committee
Date Signed: and Department Chairperson
Date Signed: .

MACARIO D. CADATAL
Dean
Date Signed .

Consumers Perception on Meat and Vegetable –Based Burger / Hector S. Paredes. 2007