Original Article
Consumer preference analysis for shrimp characteristics across income groups in Southcentral Mindanao, Philippines
Authors:
Junicel V. Gilon
and Romiel John P. Basan
Department of Agricultural Economics, College of Business, Development Economics and Management, University of Southern Mindanao, Kabacan, 9407, Cotabato
ABSTRACT
Shrimp is a highly demanded seafood worldwide, valued for its nutritional benefits, versatile culinary applications, and delicious taste. In Southcentral Mindanao, specifically Cotabato province, understanding consumer preference for shrimp quality is critical for enhancing market competitiveness and meeting diverse consumer demands. This study examines shrimp preference patterns by employing a hedonic pricing model to analyze how shrimp attributes and consumer traits influence market price for shrimp. Data collected through face-to-face interviews with 245 respondents across income groups were analyzed using descriptive statistics, ANOVA, and regression analysis. The findings show that size, origin, and freshness significantly affect shrimp prices, with consumers willing to pay premiums for high-quality shrimp. Ocean-sourced, white-colored, fresh shrimp preserved in ice cubes are universally preferred, although low-income consumers tend to opt for freshwater shrimp stored in water, while higher-income groups prioritize ocean-sourced shrimp. Consumer traits, such as education, influence purchasing decisions among low-middle-income groups, but none significantly influence the purchase decisions of those consumers in high-income groups. These findings emphasize the economic value that consumers attribute to shrimp quality and highlight the need for targeted strategies to address diverse preferences. Improving shrimp quality through aquaculture innovations, better preservation methods, and market segmentation, while emphasizing government support to enhance competitiveness, is imperative. Moreover, these insights guide producers and marketers in meeting consumer demands and suggest further research to explore the implicit value of shrimp attributes throughout the supply chain for a more comprehensive understanding of market dynamics.
Keywords: consumer traits, freshness, hedonic pricing model, market segmentation, Mindanao, price sensitivity
Available Online: 22 January 2026
How to Cite:
Gilon JV, Basan RJP. 2026. Consumer preference analysis for shrimp characteristics across income groups in Southcentral Mindanao, Philippines. The Palawan Scientist. 18(1):28-37. https://doi.org/10.69721/TPS.J.2026.18.1.03
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
