Leveraging existing high-value cacao products: A market-oriented approach to targeting health-conscious consumers in Lasam, Cagayan valley, Philippines
Paper Details
Leveraging existing high-value cacao products: A market-oriented approach to targeting health-conscious consumers in Lasam, Cagayan valley, Philippines
Abstract
This study examines the market-oriented strategy for utilizing Lasam’s high-value cacao goods, with a focus on consumers that are health-conscious. Lasam’s rich agricultural landscape puts it in a good position to take advantage of the rising demand for wholesome, ethically sourced food. Because of its antioxidant qualities, cacao offers local growers a special opportunity as consumer preferences shift toward healthier options. This study emphasizes how crucial it is to comprehend customer behavior, highlighting the importance of sustainability and health benefits as major determinants of purchase decisions. We collected information from regional cacao growers, farmers, and health-conscious customers using both qualitative and quantitative measures. According to the research, highlighting the health advantages of cacao in addition to sustainable and ethical sourcing methods can greatly increase customer trust and brand loyalty. Additionally, a sense of pride and support for local products are fostered by successful marketing methods that align with community values. The findings of this study indicate that by matching their products to the preferences of health-conscious customers, Lasam’s stakeholders can promote both communal well-being and economic growth. Local companies can capitalize on a growing market by adopting a market-oriented approach that emphasizes the ethical and nutritional benefits of cocoa production, which will ultimately benefit both growers and consumers. The purpose of this study is to offer practical suggestions for utilizing valuable cacao products in order to support the region’s sustainable development.
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Florante Victor M. Balatico, Bernard P. Madarang, John Carlo L. Banan, Jr. Dominador A. Agatep (2024), Leveraging existing high-value cacao products: A market-oriented approach to targeting health-conscious consumers in Lasam, Cagayan valley, Philippines; IJB, V25, N6, December, P269-279
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