Market Acceptability of Mango Butter in Baguio City

Abstract

The research was conducted in Baguio City in order to answer the following objectives: to determine the potential consumers of mango butter; the factors considered by the consumers in consuming mango butter; the factors affecting the consumers in buying mango butter; and their level of acceptability in terms of taste, texture, aroma, color, packaging and general acceptability. There were 50 individuals who were selected randomly who served as the respondents of the study. The findings reveal that almost all the respondents are potential consumer of mango butter because all of them rated the product as acceptable regardless of their differences in terms of their demographic profile. This is also true as they expressed their willingness to buy the product. The respondents consider the following factors in consuming mango butter: health benefit derived from the product; availability of the product in the market; and the taste and physical appearance of the product. The most important factor affecting mango butter consumption is the health benefit derived from consuming the product. This is followed by the other factors affecting mango butter consumption, in descending order: the desirable taste of the product; safeness of the product; quality of the product; affordability; accessibility in the market; a food which is not prohibited by their culture and tradition; and the preference of their family members and friends affects what they consume. The following attributes were rated as highly acceptable: color and taste. According to some respondents, they prefer the natural color of a mango fruit which was exactly the color of the butter. Overall, mango butter consumption was rated as highly acceptable. On the other hand, in terms of aroma the respondents rated the product as acceptable. Finally, as to the texture of the product and its packaging, respondents rated it as moderate because according to them, the product is not so innovative.