Analyzing Consumer Behavior in Market Dynamics Regarding Meat Products and

Its Implications for Retail Strategies

____________________________________________

In partial fulfillment of the requirements in English

Subject of Grade 10 Students under Science
Technology and Engineering.

Borja, Clarence J.

Delos Santos, Marielle P.

Lozano, Shekeina Raine M.

Paloma, Ken M.

Sibayan, Jilliam Hiera B.

March 2024
 Chapter 1
THE BACKGROUND AND ITS STUDY

Introduction

In an ever-evolving global marketplace, understanding consumer behavior and

market dynamics is of major importance, especially for businesses seeking to gain a

competitive edge. This thesis aims to provide an in-depth analysis of these two crucial

aspects, focusing on public market trends and their implications for retail strategies.

Consumer behavior, a complex interplay of various factors such as cultural,

social, personal, and psychological, forms the cornerstone of any market. It is what drives

the demand, influences market trends, and ultimately shapes the strategies of retailers. By

studying consumer behavior, we can gain valuable insights into how consumers make

decisions, what influences their purchasing choices, and how these choices affect the

broader market dynamics.

Furthermore, consumer behavior is one of the most extensively researched areas

in microeconomics. Initially, the field was dominated by approaches based on

neoclassical economics. The most fundamental of these early approaches was expected

utility theory, which argued that consumers have complete information about each

product, evaluate that information in a deliberate and exhaustive manner, and ultimately

choose the product that has the greatest utility (subject to constraints of money,

availability, etc.). Critics argued, however, that it is unrealistic to assume that consumers

choose the brand with the maximum utility because, as noted previously, individuals have

limited information processing and make errors in judgment. Consumers are also unlikely
to have all of the information about all brands, and the information they do have is

subject to perceptual and motivation biases. For instance, one well-documented effect is

that consumers place higher value on products that appear to be in short supply (a

phenomenon that Brehm in 1966 explained as psychological reactance to the loss of

freedom). Similarly, consumers’ reference point for deciding whether the price for a

product is fair is not only the absolute price, as neoclassical economics posits, but also

the change in price and frame of reference. ( Allen, 2004)

Market dynamics, on the other hand, encompass the various forces that impact

the market's behavior, including changes in supply and demand, price fluctuations, and

competitive pressures. Understanding these dynamics is essential for retailers as it allows

them to anticipate market changes and adjust their strategies accordingly.

Meanwhile, marketing strategy is a construct that lies at the conceptual heart of

the field of strategic marketing and is central to the practice of marketing. It is also the

area within which many of the most pressing current challenges identified by marketers

and CMOs arise. The researchers uncover numerous opportunities for developing

important and highly relevant new marketing strategy knowledge—the number and

importance of unanswered marketing strategy questions and opportunities to impact

practice has arguably never been greater. To guide such research, the researchers develop

a new research agenda that provides opportunities for researchers to develop new theory,

establish clear relevance, and contribute to improving practice. ( Morgan, et al., 2019)

To conduct this study, the researchers will be gathering data and information from

the market vendors’ strategies, particularly meat vendors, and through survey questions
that will be conducted to the consumers and vendors, this will help the study to prove

what the consumers wants to be involve in this time.

Through this analysis, the researchers hope to contribute to the existing body of

knowledge on consumer behavior and market dynamics, providing valuable insights for

academics, retailers, and policymakers alike.

Statement of the Problem :

The purpose of this study is to determine :

1. What are the key factors that influence consumer behavior in public markets?

2. What are the preferences of consumer in Market Dynamics in terms of:

2.1 Supply and Demand Fluctuations

2.1 Competitive Forces

3. What is the implication of these factors for retail strategies?

Scope and Delimitation

This study will analyze consumers who purchase meat in Ramos Public Market

and its implication for retail strategies. As well as the factors that influences consumer

behavior in public market. The primary participants of this study are the consumers who

buy meat in Ramos Public Market.

Significance of the Study

This study will benefit the following:

Retailers and Business Owners. The study will provide valuable insights and

practical implications for retailers operating in public markets. It will offer a deeper

understanding of consumer behavior and market dynamics specific to public markets,

enabling retailers to develop strategies that resonate with their target customers. This will

help retailers optimize their operations, enhance customer satisfaction, and increase

profitability.

Consumers. By analyzing consumer behavior in public markets, the study will

shed light on the factors that influence consumer decision-making processes. This

understanding can help retailers in public markets tailor their offerings, improve product

assortment, and create a more personalized shopping experience for consumers. This, in

turn, can lead to increased customer satisfaction and loyalty.

Local Government. Policymakers and local government agency responsible for

regulating the retail industry will find the study valuable. The insights into consumer

behavior and market dynamics in public markets can inform the development of policies

and regulations that foster a competitive and consumer-friendly environment. This can

lead to the growth and sustainability of public markets, benefiting both retailers and

consumers.
 Future Researchers. The study will contribute to the academic field by adding to

the existing body of knowledge on consumer behavior and market dynamics. Researchers

and academics can build upon this study to further explore related topics and expand the

understanding of consumer behavior in public markets. The research findings can also

serve as a reference for future studies and contribute to the development of theories and

frameworks in the field.

Definition of Terms

Consumer Behavior. It refers to the study of customers and how they behave

while deciding to buy a product that satisfies their needs. (Cole, 2007). The study of

individual consumers in Ramos Public Market and the processes they undertake to select

and purchase meat products. It involves understanding the factors that influence

consumer decision-making.

Competitive Forces. Refer to the factors that shape the competitive landscape of

an industry. (Porter, 2008). It is the competition from vendors to vendors with different

strategies.

Implications for Retail Strategies. It refer to the practical consequences or

effects that arise from understanding consumer behavior, market dynamics, and public

market trends. (Bozkurt, 2017). These implications inform the development and

implementation of strategies by retailers operating in Ramos Public Market.

 Market Dynamics. Refer to the forces and factors that affect the behavior and

performance of a market. ( Smith, 2020). These includes supply and demand fluctuations,

competitive forces, and consumer preference.

Meat. The flesh of animals used as food. (Oxford Dictionary). It is the product

being consumed by customers inside Ramos Public Market.

Public Markets. It is a year-round, carefully crafted, intentional and diverse

medley of owner-operated shops, stalls, and “ daytables”. (Zaretsky, 2023). This is where

goods and services are bought and sold directly to consumers. Ramos Public Market is

open to the general public and often features a wide range of vendors offering diverse

products.

Retailers. A person or business that sells goods to the public in relatively small

quantities for use or consumption rather than for resale. (Oxford Dictionary). These are

the vendors of meat products found inside Ramos Public Market.

Supply and Demand Fluctuations. Refer to the changes in the availability of

goods and services in the market overtime. (Fernando, 2023). It is the irregular rising and

falling in number or amount of products.

 Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter proffers the local and foreign related literature and studies after a

thorough and in-depth forage done by the researchers. Review of conceptual literature

from books, journals, articles, the internet, and other references together with researchers

conducted in the Philippines and abroad. Moreover, this will serve as a guide for the

researchers in developing projects.

Related Literature

According to Zhang et al., (2021), customer attitudes and behaviors are inherently

dynamic processes; consequently, knowing consumer dynamics is critical for fully

understanding consumer behaviors and assisting enterprises in formulating suitable

actions. Recent history in empirical marketing research has yielded significantly richer

consumer data as a result of technological advancements and organizations’ deliberate

data collection activities. Richer data, in turn, has accelerated the development and

implementation of quantitative approaches for modeling consumer dynamics, so

contributing to a better understanding of complicated dynamic behaviors across multiple

domains.

As stated by RAYAM et al., (2016), Consumer Buying activity refers to the

ultimate consumer’s purchasing activity. Many aspects, specificities, and features

influence an individual’s identity, as well as a consumer’s decision-making process,

shopping habits, purchasing behavior, the brands he buys, and the merchants to which he
visits. All of these elements contribute to a purchase decision. Individuals and consumers

are influenced by their culture, subcultures, socioeconomic class, membership

organizations, family, personality, psychological aspects, and so on.

Moreover, consumer behavior, like most other behaviors, is driven by goals.

Goals, in turn, are cognitive constructs that can be active on a continuous basis and

primed by environmental factors. Goal systems theory describes the principles that

govern the dynamics of goal pursuit and examines its consequences for consumer

behavior. (Kopetz et al., 2012)

Additionally, situational factors impacting consumer behavior may include

location, environment, timing and even weather conditions (Hoyer et al., 2012). In order

to benefit from situational factors major retailers attempt to construct environment and

situations in stores that motivate perspective customers to make purchase decision. Range

of available tools to achieve such an outcome include playing relaxing music in stores,

producing refreshing smells in stores and placing bread and milk products in

supermarkets towards the opposite end of stores to facilitate movement of customers

throughout the store to make additional purchases etc.

The core elements of the marketing mix consist of product, price, place, and

promotion. The marketing mix has been expanded to include additional 3Ps: processes,

people, and physical evidence. The product element of the marketing mix relates to

products and services that are offered to customers to be purchased. Products can have

three levels: core, actual, and supporting products. Price represents another critically
important element of marketing, and the four major types of pricing strategies consist of

economy, penetration, skimming, and premium pricing strategies. (East et al., 2013).

Related Studies

A. Foreign

In the study titled "Study Of Consumer Behavior On The Food Market Problems

Of Systemic Approach In The Economy" conducted by Chernychko et al., (2023). The

study aims to study consumer behavior in the food market in modern conditions. The

number of respondents was 80 people. They use survey and questionnaires to assist them

in collecting data on various aspects of consumer behavior, such as product preferences,

frequency of purchases, factors influencing the purchase decision, satisfaction with the

purchase, and other factors that aid in understanding consumer decisions and determining

optimal marketing and sales strategies. Based on the findings, price is one of the most

important factors influencing product purchases. Promotions and packaging ease are also

major factors for consumers when purchasing food. The findings enabled them to build

marketing strategies targeted at increasing consumer happiness and boosting the

company’s competitive position in the market.

In Muthukumur, (2024) studies "Social Influence Strategies:Unveiling The

Dynamics Of Influencer Marketing In Modern Communication”, The study aims to

elucidate the underlying mechanisms of influencer marketing by examining the tactics

used by influencers to foster authentic connections with their audience and, as a result,

influence consumer choices. Influencers effectively manage the delicate balance between

authentic self-expression and intentional business promotion by outlining the strategies

they use to build trust and connection with their audience, thereby amplifying their

persuasive impact. The study’s finding also shed light on the changing dynamics of

consumer-brand relationships in a social media and influencer-driven era, investigating

the complicated links between influencers, corporations, and consumers. This finding

improves their overall understanding of influencer marketing’s impact on the direction of

modern marketing communication by unraveling its complexities and forecasting future

trends.

Furthermore, In accordance with Ling (2023) research "Pricing Strategies In A

Dynamic Market", price setting is a complex decision-making process that includes a

variety of criteria. It entails setting price objectives, comprehending market segments,

forecasting market responses from competitors and customers, assessing internal

restrictions like costs or capacity, and analyzing both short- and long-term financial

ramifications. Price decisions can have both complementary and substitutive effects on

other aspects of a firm. Firms are not completely free to set their own prices, as they are

impacted by market forces and internal constraints. It also looks at how prevalent

dynamic pricing is as a short-term approach. Despite its widespread attention in academic

and practical contexts, value-based pricing has seen relatively little real deployment in

comparison to cost-based and market-based techniques.

On the other hand, "Marketing Strategy: Pricing Strategies And Its Influence On

Consumer Purchasing Decision" using quantitative approach, (Ali, et al., 2021) studies

aimed to examined how price tactics affect the consumer behavior. The current study's

sample size is 162, which was obtained using the random sampling approach. The study

found that penetration pricing, price skimming, marketing sharing sites, blogs, and
competitive pricing all had a significant positive influence on consumer behavior at a 5%

level. The research also revealed that marketing sharing sites, blogs, and competitive

pricing also had a positive impact on consumer behavior at a 5% level.

Meanwhile, according to the study of Pranav (2023) "Analyzing The Consumer

Behavior For Effective New Product Launch", the primary findings included insights into

consumer preferences for healthier, more convenient, and sustainably derived food

products. According to the findings, customers place a higher value on product

transparency, clear labeling, and ethical sourcing. The study found that these preferences

are not consistent across all demographic groups and that segmenting the market based

on criteria such as age, wealth, and lifestyle is critical. The findings also shed light on the

effects of digital marketing and social media on consumer behavior, demonstrating that

having a strong online presence and engagement plan is critical for successful product

launches.

B. Local

In Etrata’ (2021) study “Does Cultural Diversity Influence Consumer Behavior? ”

Culture is the defining feature of a society that distinguishes it from other cultural groups.

Diversity, on the other hand, refers to the real or perceived disparities between people in

terms of color, ethnicity, gender, sexual orientation, religion, work ethics, family status,

appearance, and other identity-based characteristics that influence interactions and

relationships. Cultural diversity is described as the existence of a variety of cultural or

ethnic groups within a society. The purpose of this study is to examine the relationship

between cultural diversity and how it influences consumer purchasing habits and decision

making. As a result, the researchers used basic random selection to collect 100 responses
and distributed online questionnaires. Using the quantitative technique and the One-

Sample t-assess to assess the hypothesis, the researchers were able to conclude that both

hypotheses were accepted, indicating that there is a strong relationship and influence of

cultural variety on consumer behavior. Furthermore, the data indicate that cultural

elements (fundamental beliefs, needs, wants, preferences, perception, and behavior) have

the greatest impact on consumer behavior.

In the study titled “Consumers’ And Vendors’ Acceptance And Behavior On Pork

Branding With Preferred Quality Indicators In Selected Wet Markets In Metro Manila”

conducted by Pasco (2016) in Metro Manila, The study was conducted to evaluate the

most essential pork quality indicators requested by consumers and sellers, as well as their

acceptance of branded pork with preferred quality indicators in the Philippines’ wet

markets. The study employed the descriptive normative-survey method. There is a strong,

direct association between family income and willingness to pay premiums. Ten quality

indicators are most popular among suppliers and consumers. The “guaranteed safe”

indicator receives the highest score, followed by “freshness in appearance and smell.”

However, there is no substantial difference in the top 10 quality indicators ranked by

vendors and consumers. Vendors and consumers that participated in the same poll on the

acceptance of branded pork over normal pork offered in wet markets have equal

population variances. Transforming branded pork into real value-added products entails

deep understanding of consumers’ and vendors’ family income, occupation, information

on demands and benefits, and other factors.

The Philippine government encourages customers to buy locally produced goods

in order to promote economic growth and sustainable agriculture. This will give
additional economic, environmental, and social advantages to farmers and communities,

resulting in more sustainable consumption patterns. This qualitative study examines

Tacloban City consumers’ attitudes and behaviors about purchasing goods from public

and commercial supermarkets, with an emphasis on the hurdles that limit wider

consumption of local produce. Two distinct focus groups (n=28) were conducted. Five

key themes were identified through content analysis while purchasing foods from public

and commercial supermarkets. These included lifestyle, cost, food quality, food options,

and the environment. Participants reported purchasing their foods and food products

primarily from the local public supermarket, with cost, food quality, and food selections

all impacting their decisions. The biggest obstacles stopping participants from purchasing

from local public supermarkets are the filthy environment and inconvenience. The

study’s findings are important in designing future methods for encouraging people to

shop more at local public supermarkets, hence increasing consumption of local produce

(Sedanza, N., et al., 2019).

Food service plays an important function in our culture. This study seeks to determine

the implications of marketing strategies that focus on the marketing variable mix, as well

as the importance of other factors such as training, manager benefits, sales force, and

customer service in achieving the company’s goals and objectives, as well as the

problems associated with the operation of franchise food service establishments. This

study focused on the five largest food services in Isabela. There are enumerated

indicators of marketing strategies identified by managers during the survey, and these

served as the foundation for the analysis, which attempted to assess the effectiveness of

marketing strategies used by food service as perceived by managers and customers, as

well as their impact on the current market status. To further evaluate the study’s

hypotheses, Analysis of Variance (ANOVA) and the F-test were utilized to compare the

five food service industries. Based on the findings, the food service industry’s primary

focus is marketing tactics for products and services, prices, distribution locations, and

sales promotion. Furthermore, all food service establishments observed the importance of

training to improve sales force and work efficiency, benefits as driving forces to motivate

employees and crew to do exemplary work, and the significance of achieving customer

satisfaction in the overall performance of the food service store (Alvarez, M., 2020).

The study by Fe et al. (2018), titled “The Strategies Of Tiangge Sellers To The

Purchasing Interest Of The Market,” was conducted to highlight the growing tiangge

industry in the municipality of Taytay, Rizal Philippines, where certain dynamics were

observed in and between the seller and its clients in the areas of selling and its strategies.

This research analyzed ready-to-wear (RTW) products and related commodities sold in

Taytay tiangge, focusing on seller perspectives on product kind, style, pricing, and

frequently asked questions (FAQs). The researchers utilized the Bottom of the Pyramid

Theory, Defensive Marketing Theory, and Consumer Theory, which are common and

most effective theories when it comes to implementing tactics for Flea Markets, Bazaars,

and Tiangge. Based on descriptive statistics, the best-selling RTW item was women’s

blouses priced between 100 and 150 Php. (Philippine peso) in wholesale and retail

quantities. Other RTW/commodities include undergarments, curtains, bed linens, shoes,

and purses, which are frequently sold alongside RTW products. A Chi-Square test was

used to correlate variables from the seller’s perspective (kinds of RTW products sold,

styles of RTW products sold, selling scheme, and price range of RTW products) with
 variables from the market’s purchasing interest (bestseller RTW products sold by kind,

bestseller RTW products sold by style, customers’ purchasing scheme, price reference,

and frequency of purchases) showing thus the positive significant effects on all variables

except on style. In this study, the researchers determined that seller methods are relative

to the market’s purchasing interest. However, due to time constraints, it is also

fascinating to explore the other aspect/dynamic of disparities between females and males

in terms of favored types, styles, quantity, and pricing. Additionally, the municipality

should do a thorough research to explore the possibilities of “tiangge” as a viable

enterprise to support the local economy.

Conceptual Framework

This part presents the illustration which shows the variables affecting the

problem, as well as the process and direction of the research. The conceptual framework

is shown below:

Key Factors that Market

influence Consumer in:
Dynamics
 Public Market

Implication

Figure 1

Paradigm of the Study

 Figure 1 presents the paradigm of the study. It begins in determining the key

factors that influences the consumer behavior in public market. Analyzing these factors

through conducting thorough research inside Ramos Public Market can help in

completing the analysis of the study. After those processes, it comes in determining the

preferences of consumers in market dynamics.

The framework then directs attention to the “Implications” of these factors in

retail strategies of vendors found inside the said area.

Chapter 3

METHODS OF THE STUDY AND SOURCES OF DATA

 This chapter concentrates on the discussion of the research methods and

procedures adhere to by the researchers in order to answer systematically the specific

problems posed for investigation. Specifically, the research design, research instrument,

validation of instrument, participants of the study, sampling design, data gathering

procedure, and ethical considerations were explained in this chapter.

Research Design

The researchers will employ a descriptive research design with structured

questionnaires as the primary instrument for gathering data to analyze key factors for

consumer behavior and determine the retail strategies of the vendors inside Ramos Public

Market. According to McCombes (2023), descriptive research is a type of research

method that aims to describe the characteristics of a population or phenomenon being

studied. It focuses on answering questions about what, where, when, and how things

happen. This type of research does not seek to establish causal relationships between

variables but rather to provide a detailed account of the subject of study. Through this,

the researchers will be able to analyze the collected data and provide implications to form

recommendations.

Research Instrument
 In the data collection process, this study will employ a structured survey

questionnaire containing Likert scale questions. The Likert scale questions will utilize a

5-point scale, allowing respondents to answer several questions regarding their

experience (Always, Often, Sometimes, Rarely, Never). Meanwhile, a survey

questionnaire, which is a common instrument used in consumer behavior and market

dynamics research will be also used to conduct the study.

The first section of the questionnaire will focus on demographic information. This

includes age, location, income level, and occupation. This information can help to

understand the background of the respondents and segment the data later.

Also, the respondents, which are the consumers, will be asked regarding their

shopping habits: Questions could include do you consider sustainability and ethical

practices when making purchase? Do discounts and promotions affect your buying

behaviour? Does peer influence play in your purchasing decisions?

Second section includes consumer preferences in market dynamics in terms of

supply and demand fluctuations. The questions include: Do you consider the variety

when buying?

Lastly, the third section includes consumer preferences in terms of competitive

forces. The questions include: How familiar are you with the competitors in the meat

section?
 Once the survey is created and distributed, the researchers can analyze the data to

understand consumer behavior and market dynamics. The researchers can also use the

data to make recommendations for retail strategies.

Validation of Instrument

Validating a research instrument is a critical step to ensure the accuracy and

reliability of the findings. The questionnaire, which comprised of 2 sections, will be

thoroughly reviewed by the experts prior to its use in the study. The first step in

validating the instrument is to observe the content validity. It involves checking to see if

the instrument covers all the necessary areas of the research topic. In this study, this

would involve ensuring that the survey covers all aspects of consumer behavior, market

dynamics, and retail strategies. It can be achieve this by conducting a thorough literature

review and consulting with experts in trade industry. Next, the face validity. This is a

basic level of validity where the researchers check if the questions in the instrument

appear to be measuring what they are supposed to measure. This can be done by having a

panel of experts review the proposed survey. Also, reliability testing. This involves

checking the consistency of the responses. Lastly, pilot testing. Before administering the

survey to its full sample, the researchers conduct a pilot test with a smaller group. This

can help the researchers identify any issues with the survey, such as confusing questions,

and make necessary revisions.

Participants of the Study

The participants of this study are the consumers of meat in Ramos Public Market.

For the year 2024, Ramos, Tarlac has an approximately 22,879 population, and almost all

of them are consumers of Ramos Public Market, while there are approximately 1000

vendors in Ramos Public Market. To ensure the study's reliability, a representative

sample of 50 consumers of meat products were selected as respondents. The respondents

are voluntary to ensure that the participants are genuinely interested and engaged in the

study.

Sampling Design

This study uses a non-probability sampling technique known as convenience

sampling. This method was chosen due to its practicality and time efficiency. The sample

for this study includes consumers who shop meat products at public market in Ramos,

Tarlac. The participants were selected based on their availability and willingness to

participate in the study, reflecting the characteristics of convenience sampling.

Data Gathering Procedure

The researchers will first seek formal permission from the school administrator to

conduct the study entitled “Analyzing Consumer Behavior in Market Dynamics

Regarding Meat Products and Its Implications for Retail Strategies” . This will include

presenting the research proposal and obtaining ethical approval. The researchers will then
create a questionnaire tailored to the objectives of the study. The questionnaire will

include questions about consumer behavior, preferences, and purchasing habits related to

meat products, as well as questions about the retail strategies employed by vendors.

Before the questionnaire is distributed, it will undergo a validation process. This may

involve a panel of experts especially in trade industry reviewing the questionnaire to

ensure that the questions are clear, relevant, and unbiased. A pilot test may also be

conducted to check the reliability and validity of the questionnaire. Also, the Likert scale

that will be used in our study was adopted, although it was reviewed by a group of

mathematics specialists. The researchers will use a convenience sampling method to

select respondents. This involves choosing respondents who are easily accessible and

willing to participate in the study. In this case, the respondents will be meat consumer at

Ramos Public Market. The validated questionnaire will be distributed to the selected

respondents at the Ramos Public Market. Researchers will ensure that respondents

understand the purpose of the study and how to complete the questionnaire. They will

also assure respondents that their responses will be kept confidential and used only for

the purpose of this study.

Once all the questionnaires have been collected, the researchers will compile and

analyze the data. Based on the analysis, the researchers will interpret the results and draw

conclusions about consumer behavior in market dynamics and the implications of retail

strategies for meat products. Finally, the researchers will compile their findings into a

comprehensive report, which will include an introduction, methodology, results,

discussion, and conclusion.

Statistical Treatment

The following statistical procedures were used to interpret the data gathered from

the respondents of the study.

1. Weighted Mean. The weighted mean was computed to get the average of the

respondents in every statement using this formula:

Where:

X is weight of response

∑X is the overall sum of frequency of responses

N is the number of respondents

The scale of the statistical values used in this study is as follows:

Verbal Interpretation Likert Scale Range

Never 1 1.50 - 1.49

Rarely 2 1.50 - 2.49

Sometimes 3 2.50 - 3.49

Often 4 3.50 - 4.49

 Always 5 4.50 - 5.00

Ethical Considerations

While conducting this research, the researchers will ensure that both consumers

and vendors will be informed about the purpose of the survey, how their information will

be used, at any potential risks. They will be allowed to participate voluntarily and can

withdraw at any time without any negative consequences. The researchers will also

ensure that all respondents will have an equal opportunity and treatment, this means that

everyone can answer the survey regardless of location, language, marital status, gender or

socio-economic status. The personal information obtained from both consumers and

vendors will be kept confidential. The researchers will also ensure the data collected is

secure, accurate, and not manipulated or misinterpreted. Lastly, the researchers will be

accountable for all decisions and actions taken during the research process. If an issue

arises, the researchers will deal with it promptly and appropriately.

 Chapter 4

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

This chapter will present the collected data in a textual and tabular format. The

data that will be presented were collected, organized, classified, and interpreted with the

use of the appropriate statistical tools and procedures presented in Chapter 3.

1. Key Factors

The following table presents the findings of the study regarding the key factors

that influence consumer behavior in Public Market. This part of the survey will show the

result on how the consumer respond to agree with the factors in Public Market about the

meat industry.

Table 1.

Likert-Scale Analysis: Frequency of Consumer Behavior

Mean Description

1. Do you consider sustainability and ethical 4.58 Always

practices when buying meat?

2. Do discounts and promotions affect your 3.70 Often

buying behaviour?
 3. Does you consider price when buying the 3.72 Often
product?

4. Does peer influence play in your purchasing 4.60 Always

decisions?

5. Do you consider product quality when 4.10 Often

purchasing?

6. Is supporting local businesses contribute to 3.16 Sometimes

your preference when buying?

7. Does convenience influence you to buy the 3.54 Often

product?

8. Do you consider the environment of the place 4.76 Always

when you go shopping?

General Assessment 4.02 Often

Legend: 4.50 - 5.00 Always 1.50 - 2.49 Rarely

3.50 - 4.49 Often 1.00 - 1.49 Never

2.50 - 3.49 Sometimes

The table shows the average scores for meat consumers on a series of Likert-Scale

questions. The questions seek to identify the important characteristics that affect

consumers in public markets. This encompasses sustainable and ethical meat purchasing
practices, the impact of discounts and promotions, price consideration, peer influence,

product quality, support for local businesses, convenience, and the shopping

environment. The Likert scale runs from 1 (never) to 5 (always), with intervals Indicating

the level of agreement or disagreement in meat consumer responses.

The meat consumer has the highest average score (4.76) in the “Always” category

(4.50-5.00) for question 8, showing that the shopping environment always influences the

consumer’s behavior while purchasing meat goods. Question 6 has the lowest average

score (3.16), indicating that the majority of meat consumers have some influence with the

factor “supporting local businesses.” The remaining questions have average scores in the

“often” and “always” categories, indicating different views on the impact of these key

factors on meat consumers’ purchasing behavior.

In conclusion, the characteristics investigated includes sustainability, the impact

of discounts, price consideration, peer influence, product quality, support for local

businesses, convenience, and the shopping environment. The findings indicate that

consumer often or always consider sustainability and ethics, peer influence, and the

shopping environment while making purchases. Discounts, prices, product quality, and

convenience are all important factors that often influence their purchasing decisions. The

least influential aspect appears to be supporting local companies. The total amount score

of 4.02 suggests that customers often consider these criteria when making purchasing

decisions.

For Engel, Blackwell and Miniard (2000), these variables would be divided

between the environmental influences, individual differences and personal factors. As

stated by Mark Robert Solomon, research and analysis of consumer behavior are

understand as the “study of the process involved when individuals of group select , buy,

use, or offer products, services, ideas, or experiences to satisfy needs and wants.

(Knowledge Core, 2016).

2. Market Dynamics

The following table presents the findings of the study regarding the preferences of

consumer in Market Dynamics in terms of Supply and Demand Fluctuations and

Competitive forces. This part of the survey is divided into two factors:

A. Supply and Demand Fluctuations

Table 2.

Likert Scale Analysis: Frequency in Supply and Demand Fluctuations

Questions/Statements Mean Description

1. Do you consider variety of meat when buying? 3.74 Often

2. The quality of meat products is an important factor in 4.82 Always

my purchasing decision

3. I prefer to buy meat when there are lots of stock 3.60 Often

4. I ensure fresh and safe meat when purchasing. 4.80 Always

5. I prioritize purchasing meat products that are free from 4.08 Often
additives and preservatives.
 6. Are you more likely to purchase a meat the price 3.34 Sometimes
decreases due to increased supply?

7. Have you experienced challenges in finding good 4.10 Often

quality of meat during times of supply shortage?

8. How important is source reliability during times of 4.76 Always

supply and demand fluctuations?

9. How satisfied are you with the availability of meat 4.64 Always
products during supply fluctuations?

10. Do you adjust your purchasing behavior based on 3.72 Often

forecasts of future supply and demand of meat
products?

General Assessment 4.26 Often

Legend: 4.50 - 5.00 Always 1.50 - 2.49 Rarely

3.50 - 4.49 Often 1.00 - 1.49 Never

2.50 - 3.49 Sometimes

The table shows the mean scores for meat buyers on a series of Likert-scale

questions. The questions are designed to analyze customer preferences under market

dynamics in terms of demand and supply variations,. This includes meat variety, meat

quality, stock availability, freshness and safety, additive-free meat, price decreases due to

increased supply, challenges in finding good quality meat during supply shortages, source

reliability, satisfaction with meat availability, and changes in purchasing behavior. The

Likert scale runs from 1 (never) to 5 (always), with intervals indicating the level of

agreement or disagreement in meat consumers’ comments.

 When it comes to question 2, meat consumers get the highest average score

(4.82) in the “Always” category (4.50-5.00), suggesting that they always consider meat

quality when making purchases. The majority of consumers sometimes consider the price

declines due to greater supply when purchasing meat products, as seen in Question 6,

which has the lowest average score (3.34) in the “Sometimes” group (2.50–3.49). The

following questions elicit varying viewpoints about customer preferences in terms of

supply and demand changes, with average scores falling between “often” and “always.”.

In conclusion, the characteristics investigated include meat variety, meat quality,

stock availability, freshness and safety, additive-free meat, price decreases due to

increased supply, challenges in finding good quality meat during supply shortages, source

reliability, satisfaction with meat availability, and changes in purchasing behavior. The

findings indicate that customers often or always consider meat quality, freshness and

safety, source reliability, and satisfaction with meat availability while making purchases.

Meat variety, stock availability, additive-free meat, challenges in finding good quality

meat during supply shortages, source reliability, satisfaction with meat availability, and

changes in purchasing behavior are all important preferences of Consumers in Market

Dynamics in terms of Demand and Supply Fluctuations. The least influential aspect

appears to be price decreases due to increased supply. Overall, the general assessment

mean score of 4.26 suggests that respondents often consider all the above factors when

purchasing meat. This indicates a high level of awareness and consideration of various

factors, including quality, availability, price, and source reliability, among others, in meat

purchasing decisions.
 According to Gita Bhatt, in any market transaction between a seller and a buyer,

the price of the good or service is determined by supply and demand in a market. Supply

and demand are in turn determined by technology and the conditions under which people

operate. At one extreme, the market could be populated by a large number of virtually

identical sellers and buyers.(F&D, 2023). Moreover, supply and demand are the

fundamental forces that drive the economy and shape the market dynamics of any

product or service. Understanding these concepts is essential for businesses and

consumers alike, as it allows us to make informed decisions and adapt to changes in the

market.(Faster Capital, 2024). In this section, the researchers delve into the basics of

supply and demand in the public market, exploring how they influence prices, quantities,

and ultimately, the equilibrium of a market.

B. Competitive Forces

Table 3.

Likert-Scale Analysis: Frequency in Competitive Forces

Questions/Statements Mean Description

1. I prefer to buy meat products from vendors Always

that prioritize sustainable packaging. 4.68

2. I consider the source and production methods 4.88 Always

when assessing the quality of meat products

3. Comparing meat products is one of my 4.56 Always

techniques to ensure quality of the meat

4. I consider vendors’ communication when 3.76 Often

promoting a meat product

5. How familiar are you with the competitors in 3.36 Often

1. How satisfied are you with the quality of meat 4.44 Often
you buy compared to other vendors of meat in
the market?

2. Have you ever switched from a vendor to 4.28 Often

another vendor because of peer influence?

3. Does the gender of the vendor affects your 1.62 Rarely

buying behavior?

4. I prefer to buy meat products from vendors 4.64 Always

that prioritize proper cleanliness of area

5. I prefer to buy meat products from vendors 3.90 Often

that has appropriate clothing

General Assessment 4.01 Often

the meat section?

Legend: 4.50 - 5.00 Always 1.50 - 2.49 Rarely

3.50 - 4.49 Often 1.00 - 1.49 Never

2.50 - 3.49 Sometimes

The table illustrates the average ratings for meat consumers on a series of Likert

scale questions. The questions are intended to assess customer preferences in the context

of market dynamics and competitive factors. This includes sustainable packaging, source

and production methods, meat product comparisons, vendor communication, competitor

familiarity, quality satisfaction, peer influence, vendor gender, hygiene, and attire. The

Likert scale ranges from 1 (never) to 5 (always), with intervals representing the degree of

agreement or disagreement in meat buyers’ responses.

When it comes to question 2, meat customers receive the highest average score (4.88) in

the “Always” group (4.50-5.00), indicating that they always examine the source and

production methods when making purchases. The majority of consumers rarely consider

the vendor’s gender while purchasing meat products, as seen in Question 8, which has the

lowest average score (1.62) among the “rarely” category (1.50–2.49). The following

questions elicit different perspectives on customer preferences in terms of competitive

farces, with average scores ranging from “often” to “always.”

In conclusion, the research characteristics include sustainable packaging, source

and production methods, meat product comparison, vendor communication, competition

familiarity, quality satisfaction, peer influence, vendor gender, cleanliness, and vendor

dress. The findings show that shoppers always consider sustainable packaging, source

and manufacturing methods, meat product comparison, and cleanliness while making

purchases. Consumer preferences in market dynamics, which are frequently referred to as

competitive forces, include vendor communication, familiarity with competitors,

satisfaction with quality, peer influence, and vendor clothing. The vendor’s gender

appears to have the least influence, falling into the “rarely” category. Overall, the general

assessment suggests that respondents often (4.01) consider these factors when buying

meat products. This indicates that consumers are conscious and discerning, valuing

factors like sustainability, cleanliness, and quality when purchasing meat products in

terms of competitive forces.

According to Michael Porter’s Five Forces, an industry's current profitability may

be traced back to an understanding of the competitive forces and their underlying causes,
which also offers a framework for predicting and influencing competition (and

profitability) throughout time. (Business News Daily, 2023). To elaborate the results

taken, competition among vendors clearly influence the buying preferences of consumers

with the factors provided in regard with the competitions that happen inside the public

market. These preferences can help the industry to set its standard in order for them to

achieve success rates among their retail strategies

 Chapter 5

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

This chapter contains the summary of data gathered, the conclusion of the

researchers, and the recommendations.

Summary of Findings

The main objectives of the study is stated in the Chapter 1, specifically in the

Statement of the Problem part. There are three (3) major questions that are needed to be

answered in order to fulfill the requirements of the study. Through the courses made by

the researchers in order to answer these questions, these results we’re acquired:

1. The findings indicate that consumer purchasing decisions are influenced by various

factors. Notably, sustainability, ethics, peer influence, and the shopping environment play

significant roles in shaping consumer choices. Consumers are socially conscious and

influenced by their surroundings and social circles. Additionally, practical considerations

such as discounts, price, product quality, and convenience also impact consumer

decisions. However, the support for local businesses was found to have a relatively lower

influence, suggesting that consumers prioritize personal preferences and immediate

benefits. This comprehensive understanding of consumer behavior can help businesses

tailor their marketing and sales strategies to align with customer priorities effectively.
2. In conclusion, the research findings highlight the various factors that influence

consumer purchasing decisions in the context of meat products. The results indicate that

consumers consistently prioritize meat quality, freshness and safety, source reliability,

and satisfaction with availability when making their meat purchases. These factors play a

significant role in shaping consumer preferences and decisions. Additionally, meat

variety, stock availability, additive-free options, challenges during supply shortages, and

changes in purchasing behavior are also important considerations for consumers in

response to market dynamics and demand fluctuations. Moreover, price decreases due to

increased supply were found to be the least influential aspect in the decision-making

process. This suggests that consumers prioritize other factors, such as quality and

availability, over price when it comes to meat purchases. Overall, the findings

demonstrate that consumers exhibit a high level of awareness and consideration for

various factors when purchasing meat. This includes factors related to quality,

availability, price, source reliability, and sustainability. The research underscores the

importance of understanding consumer preferences and market dynamics in order to

effectively cater to consumer needs and preferences in the meat industry.

3. The implications of the factors concluded for retail strategies can help shape the

overall performance of the market. The collected perspective of each consumer can help

the retailers to set its standard in the meat industry. This helps them identify the needs

and wants of their target consumer, as well as the preferences of consumers when

purchasing a product. As a result, this can improve their overall performance inside the

market and possibly increase profit. By aligning their strategies with these factors,
retailers can meet customer expectations and gain an competitive advantage in the

market.

Conclusions

In conclusion, this research study significantly contributes to the public market,

specifically in the meat industry by examining the implications of several factors for

retail strategies inside Ramos Public Market. The findings highlight that almost all of the

factors in shaping the performance of the market, especially in the meat industry, have a

great impact to the purchasing decision of the consumers as well as to the overall

strategies of the vendors.

The researchers were able to identify the key factors that influence the consumer

behavior in Public Market through survey questions. The responses of the consumers

helped to contribute in order to find out what factors does consumers respond to agree.

To be able to conclude the factors, the researchers ranked the questions/statements based

on the computed average mean score. As a result, the researchers were able to state the

key factors as regard to the specific problem included in Chapter 1.

Moreover, the researchers were also able to identify what are the preferences of

consumer in market dynamics in terms of two factors: Supply and Demand Fluctuations

and Competitive Forces. As a result, the researchers were able to answer the specific

question included in the Chapter 1.

 To sum up, the research findings shed light on various factors that significantly

influence consumer purchasing decision in the meat market. The implications for retail

strategies are multi-faceted and can guide retailers in developing effective approaches.

Recommendations

1. Beneficiaries should understand that consumers are socially conscious and their

purchasing decisions are influenced by various factors such as sustainability, ethics, peer

influence, and the shopping environment.

2. Businesses should tailor their marketing and sales strategies to align with customer

priorities effectively.

3. The study shows that when it comes to meat purchases, consumers prioritize quality,

freshness, safety, and availability over price.

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Appendix A
 QUESTIONNAIRE USED TO GATHER DATA

1. Key Factors

Table 1. Likert Scale Analysis: Frequency of Consumer Behavior

Always Often Sometimes Rarely Never

1. Do you consider sustainability and ethical

practices when buying meat?

2. Do discounts and promotions affect your

buying behaviour?

3. Does you consider price when buying the

product?

4. Does peer influence play in your purchasing

decisions?

5. Do you consider product quality when

purchasing?

6. Is supporting local businesses contribute to

your preference when buying?

7. Does convenience influence you to buy the

product?

8. Do you consider the environment of the

place when you go shopping?
 Always Often Sometime Rarely Never

1. Do you consider variety of meat

when buying?

2. The quality of meat products is

an important factor in my
purchasing decision

3. I prefer to buy meat when there

are lots of stock

4. I ensure fresh and safe meat

when purchasing.

5. I prioritize purchasing meat

products that are free from
additives and preservatives.

6. Are you more likely to purchase

a meat the price decreases due to
increased supply?

7. Have you experienced challenges

in finding good quality of meat
during times of supply shortage?

8. How important is source

reliability during times of supply
and demand fluctuations?

9. How satisfied are you with the

availability of meat products
during supply fluctuations?

10. Do you adjust your purchasing

behavior based on forecasts of
future supply and demand of
meat products?

2. Market Dynamics

A. Supply and Demand Fluctuations

Table 2. Likert-Scale Analysis: Frequency in Supply and Demand Fluctuations

 B. Competitive Forces

Table 3. Likert-Scale Analysis: Frequency in Competitive Forces

Always Often Sometimes Rarely Never

1. I prefer to buy meat products from vendors that

prioritize sustainable packaging.

2. I consider the source and production methods

when assessing the quality of meat products

3. Comparing meat products is one of my

techniques to ensure quality of the meat

4. I consider vendors’ communication when

promoting a meat product

5. How familiar are you with the competitors in

the meat section?

6. How satisfied are you with the quality of meat

you buy compared to other vendors of meat in the
market?

7. Have you ever switched from a vendor to

another vendor because of peer influence?

8. Does the gender of the vendor affects your

buying behavior?

9. I prefer to buy meat products from vendors that

prioritize proper cleanliness of area

10. I prefer to buy meat products from vendors

that has appropriate clothing

The table above shows the questionnaire used by the researchers to gather data

from respondents in Ramos Public Market. This table consists of a total of 3 sections.