Comparison of Product Attributes of Selected Peanut Butter Brand in La Trinidad, Benguet

Abstract

This was conducted to compare the product attributes of selected peanut butter in La Trinidad, Benguet. Thus, this study aimed to identify product attributes that consumers preferred towards the peanut butter as to aroma, texture, size, color, taste, packaging, price, and overall appearance and to identify consumer’s willingness to buy Le Jar peanut butter and BSU peanut butter. The 100 respondents of the study were composed of the following groups: farmers, government employees, private employees, business persons, housekeepers, and students. Respondents were selected randomly. The data were gathered through product taste test and use of questionnaire issued to the respondents. The product attribute that is most preferred by the respondents for the Le Jar peanut butter is the packaging, while taste is the product attribute that the respondents preferred as the best for the BSU peanut butter. As to the packaging, price and overall appearance of the Le Jar peanut butter is more accepted by the respondents. Most of the respondents said that they are willing to buy Le Jar peanut butter and BSU peanut butter if it will be made available in the grocery stores.

Respondents’ positive and negative opinion from the Le Jar peanut butter and BSU peanut butter were also solicited. Majority of the respondents commented that on the overall, Le Jar peanut butter and BSU peanut butter is good. Other comments and suggestions of the respondents includes: the BSU peanut butter is not available outside the school campus; the packaging lacks design while the Le Jar peanut butter is not easily spreadable and; both brand of peanut butter are expensive.