Customer Preference and Buying Behavior of Batangueños for Homemade Baked Products

Foresight is basically an advantage to any business. Anticipating a customer’s needs is as important as reacting to it. Knowing and understanding your customer’s preferences before they buy allows you to create an even stronger experience. This study determined the consumer preference of Batangueños and its relation to their buying behavior when it comes to homemade and customized cakes. Specifically, it aimed to describe the demographic profile of the respondents; to assess the factors that affected their consumer preference and buying behavior based on the 7P’s of the Marketing Mix: Product, Price, Place, Promotion, Process, and Physical Evidence; and to test the significant difference between the factors that affected consumer preference and buying behavior and the respondent’s profile variables; and to develop marketing strategies in response to the market’s preference and buying behavior for homemade baked products. The study utilized a descriptive method of research wherein 186 respondents were selected from five (5) key target municipalities in Batangas Province that were previous customers and clients of Homemade Baked Products. The results of the data gathered shows that majority of the respondents are female, aged 21-30 years old, presently employed, and a resident of Batangas City. The respondents generally consider the factors that affects their preference as Very Important, while they consider the factors that affects their buying behavior as Agreeable. Based on the findings, it revealed that people as the most important indicator in both preference and buying behavior that affected the respondents followed by process and physical evidence. It was also observed in the results that there was a significant difference on consumer preference when classified by sex, consumer buying behavior in terms of promotion and process, and consumer buying behavior in terms of promotion. It was found out that male have greater assessment on the above-mentioned variables. Lastly, measures to strengthen marketing strategies was proposed in response to the Market’s Preference and Buying Behavior for Homemade Baked Products.

Keywords – Batangueños, Buying Behavior, Consumer Preference, Homemade Baked Product.