Concept Sample

FILIPINO CANADIAN COMMUNITY COLLEGE FOUNDATION, INC.
# 039 Champaca St., Cor. Camachili, General Santos City | Tel: (083) 552-5516
Mobile: 0915-753-4025 | 0998-883-2680 | Email: FilCanCollege@gmail.com
CONCEPT PAPER
NAME OF STUDENTS: TOMAS, LESTER D.

VIOLA, KAREM J.
ZIPAGAN, GERAL K.
I. Propose Title:
Factors Affecting the Title of the Study
II. Background of the study: (include literatures/theories where you anchored
your study).
Philippines is a fish producing country and fish has always been an

important food item in the Filipino diet. In this, the fishery sector continues to
provide the much needed food supply both for local and export markets
(Camu 1991). Fish is highly nutritious but it is also highly susceptible to
spoilage. Proper processing and packaging may help to maintain and extend
the eating quality of fish for some period of time. (Mohan et. al 2018).
Product development and new technologies play a major role in converting
the raw materials into various food items with varying product characteristics,
consumer acceptability, nutritional and economic values (Camu 1991).
Production of canned tuna is increasing constantly due to the growing
demand supported by the consumers’ health-conciseness (Yamashita 2008)
and the stimulated awareness for convenience products (Camu 1991).
Fish and fish products are increasingly globalized. As a result, competitive
companies search for ways to distinguish their products, brands or firm from
their competitors. Strategies relating to environmental concerns and other
factors are applied to cope up with the growing consumer demand for ethical
products (Washington 2008). Understanding consumer buying behavior is a
good business. A basic marketing concept states that firms exist to satisfy
consumer’s needs. Consumer response is the ultimate test of whether or not
the marketing strategy will succeed (Solomon et. al. 2002).
Philippines is currently ranked as the second largest manufacturer of
canned and processed tuna in Asia (SEAFDEC & USAID 2020) and one of the
major producer of tuna in the world (Vera and Hipolito 2006). It is known
that General Santos City is the Tuna Capital of the Philippines and on 2014,
the City Mayor of General Santos, Ronnel Rivera said that the tuna industry
which has propelled the city to growth for decades is getting stagnant. And
as reported by the SEAFDEC & USAID 2020, recent years have shown drop in
tuna production in the Philippines because of overfishing, dwindling fish
catch, environmental changes, regulatory and institutional frameworks. With

the decline of production it has also affected the supply of products, yet
consumption remain the same. Thus, this study aims to examine the factors
that affects consumer decisions in purchasing canned tuna products and also
to help tuna canning industries in General Santos City to capture potential
markets and to maintain consumers by way of evaluating the perceived value
of households on purchasing canned tuna products.
III. Objectives of the study:

This study is going to focus on consumer preferences regarding the
purchase of canned tuna products. Consumer evaluation is geared to pivot
the study to provide knowledge on the factors that could affect on buying
canned tuna products in General Santos City.
Specifically, this study aims:

1. To know the demographic profile of the respondents in terms of:
1.1 Age
1.2 Educational Attainment
1.3 Sex
1.4 Average Income
1.5 Source of Income
2. To determine the degree of influence of the factors to household
consumer decision:
2.1 Social Factors
2.2 Product Characteristics
2.3 Promotional Activities
2.4 Psychological Factors
3. To determine the difference on the level of consumer decision to
purchase the product when grouped according to their profile.
IV. Methodology: (brief and bullet form)
Research Locale
 The study will be conducted on the 26 barangays in General Santos City
since the respondents are the households of the City.
Research Design

Research Respondents
Sampling Design and Technique
Research Instruments
Data Gathering Procedure
Statistical Tools
(Please see the thesis format)
Note: Maximum of (3) Pages.
Format:
Tahoma 12
Single Spacing
1 space margin
Short bond paper
And present your research instrument.

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Concept Sample

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FILIPINO CANADIAN COMMUNITY COLLEGE FOUNDATION, INC.

NAME OF STUDENTS: TOMAS, LESTER D.

Philippines is a fish producing country and fish has always been an

catch, environmental changes, regulatory and institutional frameworks. With

III. Objectives of the study:

Specifically, this study aims:

IV. Methodology: (brief and bullet form)

(Please see the thesis format)

Note: Maximum of (3) Pages.

And present your research instrument.

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