CHAPTER I

THE PROBLEM AND ITS SETTING

Introduction

This chapter presents the introduction of the study, background of the

study, theoretical framework, conceptual framework, research paradigm,

statement of the problem, significance of the study, assumptions, scope and

delimitation and definition of terms.

Cocoa (Theobroma cacao) beans are used in the production of chocolate,

beverages, ice cream, and desserts. As the first stage in the product's

production, the beans and associated pulp are subjected to microbial

fermentation. After harvesting, mucilage-encased beans are fermented and dried

before being used as raw material in the production of a variety of products.

Cacao wine was created long before humans began making chocolate

sauce and chocolate candies. In fact, the fermented drink was the driving force

behind the domestication of the cacao plant. To extract the cacao beans from the

pod, the fruit was allowed to ferment around the bean first. The fermented fruit

produced a drink with an alcohol content comparable to that of modern beer.

Consumer taste and preference are important factors influencing

consumer purchasing decisions for horticulture items. Recognizing this fact is

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perhaps the most important reason for horticulturists' rising interest in watching

and measuring customer opinions toward these goods. Growers and others

involved in the selling of horticulture products can improve product qualities,

competitiveness, and marketability by learning about consumer-demanded

product qualities.

Consumerism has been identified as the underlying source of growing

consumer behavior difficulties. Consumerism is used in the context of the

advancement of consumer oriented inclinations, as evidenced by the availability

of a wide range of manufactured consumer goods and active advertising of the

items in various media. Today's marketers must discover the factors that impact

purchasing behavior in order to offer in-demand products and services. Some of

these factors are quality, added advantage, and market apps.

As a business student, the researchers propose to conduct research to

determine how to improve consumer taste and preference with Chocolate-wine

Production. This study will provide answers on how to improve consumer taste

and preference with Chocolate-Wine Production. The researcher wishes to

identify some issues encountered in improving consumer taste and preferences,

as well as potential solutions.

Significance of the study

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This study would primarily benefit the community, entrepreneurs, the

institution (SACLI), the BSBA department, future researchers, and respondents.

This research would serve as a guideline for their specific studies. This study

would also provide research students with various practices for conducting

proper research. This research will be beneficial to the following:

For Community, through this research, the community will become more

aware of the factors that can influence consumer preferences and purchasing

behavior.

For Entrepreneurs, the goal of this study is to assist them in developing an

idea of what preferences can entice customers to purchase their product. It also

assists them in determining how taste and preferences influence customer

purchasing behavior. The findings of this study will assist them in becoming

acquainted with the customers' tastes and preferences in Chocolate-wine

production.

For Institution (SACLI), this can benefit the institution because the

researcher provides data that future researchers could use in their studies and

give additional information in relation to this matter.

For BSBA Department, this will assist them in realizing that the knowledge

gained in the program will be useful to them in their future careers. This will also

serve as motivation for them to continue with their studies.

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For Future Researchers, the study's findings could serve as a foundation

for future research in the field of business administration. Furthermore, the study

would help the researcher understand the significance of research practices.

For Respondents, the study will provide them with insights into how

consumer behaviors and preferences influence their purchasing decisions. As a

result of this research, they will be able to revise their understanding of consumer

behavior.

Theoretical Framework

Consumer Behavior theory

Chandan (2019), Consumer behavior theory is the study of how people

make purchasing decisions, with the goal of assisting businesses and marketers

in capitalizing on these behaviors by predicting how and when a consumer will

make a purchase. It aids in identifying what influences these decisions and

highlighting strategies for proactively manipulating behavior.

Buyer behavior is influenced by a few factors, which are as follows:

1. Personal – Personal characteristics include age, gender, financial

situation, occupation, background, culture and location. An older person

will probably shop in a different way to a younger person, for example with

a preference for bricks-and-mortar stores rather than online shopping.

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2. Psychological – A person's attitude, perceptions of a situation, ability to

understand information, what motivates them, personality, and beliefs are

all examples of psychological factors.

3. Social – Friends, family, community, work or school community, or groups

a person associates with, such as a local church or hobby group, can all

be social influences. It can also include factors such as social class, living

conditions, and education.

4. Economic – Consumer purchasing habits and decisions are heavily

influenced by a country's or market's economic situation. When a country

is prosperous, its economy is strong, resulting in a larger money supply in

the market and higher purchasing power for consumers. When consumers

experience a positive economic environment, they are more likely to

spend money on purchasing goods.

Conceptual Framework

Over recent decades, cognitive psychology has made a significant

contribution to our understanding of wine-tasting phenomena. At the most

fundamental level, the discipline’s contribution has made us aware that even an

apparently ‘simple’ judgment, such as noting that a wine’s odor reflects over-ripe

fruit, involves not just our nose but sophisticated cognitive processing. With its

information-processing model of how people interact with their surrounding world,

and its methodologies and theories regarding how we perceive, conceptualize,

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remember, image, make judgments and communicate our experiences, cognitive

psychology has markedly advanced our understanding of wine tasting and wine

tasters. This review highlights notable wine sensory research outcomes that

make evident the importance of a taster’s cognitive processes in their wine

analysis and appreciation. These include data providing evidence for color-flavor

perceptual bias, prototypical thinking, knowledge-based wine judgments, the

close links between olfactory memory, autobiographical memory and emotion,

and the notion of wine expertise. Further, it will be argued that such data

demonstrate how a consensus model, still dominant in much wine sensory

analysis, is limited at best and inappropriate for sensory analysis of complex

products such as wine in many contexts. Critical to this argument is appreciating

that differences amongst tasters, reflecting each individual’s physiology,

experience, and knowledge, are valid data in themselves rather than ‘error in the

machine’ as they were conceptualized within traditional consensus models of

sensory analysis. The article terminates with reference to a promise for an even

greater understanding of wine tasting phenomena that the future offers by links

between cognitive psychology’s behavioral data and recent technological

advances in neuropsychology and neurophysiology (e.g., cerebral imaging

techniques). Parr, W. V. (2019).

Global growth in wine tourism mirrors that of wine consumption and rural

tourism. Existing research reveals that wine tourists look for dining, shopping,

and cultural and recreational activities along with authentic (e.g. reflecting local

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elements, unique events) products and experiences. This suggests the

importance of hedonic and experiential consumption theories, which have been

recently referenced in wine tourism literature. The present study proposes the

utilization of pertinent constructs of the experience economy model to explain the

experiential nature of wine tourism. Evidence from wine tourism literature in

support of this proposition is presented. This proposed framework advances the

emergent theory in experiential consumption and wine tourism with a

comprehensive approach that may be applied to wine tourism geographies in

varying stages of development. Consequently, this examination of these

associations promises new theoretical directions for wine tourism and

contemporary applications for managers.

This study conceptualizes the wine escape framework using a wine

region’s image as perceived by wine tourists, in the process integrating grounded

theory, namely service escape, destination choice, and place-based marketing

theories. Using an a priori approach, it identifies the wine escape construct in a

framework of eight dimensions within the wine tourism environment in a study

with 996 respondents in a well-known Canadian wine region. The most important

dimension of the wine escape is the region’s natural beauty/setting (landscape).

Other high-impact characteristics are the service staff and friendly local people,

overall ambiance, and the diversity of wine estates. The dynamic of first-time and

repeat visitation plays a key role in visitors’ wine tourism behavior and their

perception of the wine escape. The decision to engage in wine tourism is

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generally impulsive, even spurious, and the motivations guiding the visitors’

behavior predominantly hedonic in nature. Bruwer& Lesschaeve (2012).

Research Paradigm

The study's paradigm demonstrated the factors of chocolate-wine

production in enhancing consumer taste and preference in Quezon in terms of

demographic profile such as age, gender, and civil status, educational

attainment, and occupation as well as the factors that influence customer

behavior in terms of personal, social, psychological and economic factors. The

information gathered was analyzed and evaluated in order to determine the

significance of the study to customer taste and preference preferences.

Buyer behavior a. Formulating of a. Feasibility

INPUT

OUTPUT
PROCESS

is influenced by Survey Study

a factors: Questionnaire
b. Cacao Wine
b. Survey Production And
Personal Distribution Its Implication To
Psychological c. Feasibility Consumer Tastes
Social Procedure And Preferences
Of Tayabas,
Economic Quezon

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Figure 1.

Research Paradigm of the study “Cacao Wine Production and Its Implication to

Consumer Tastes and Preferences of Tayabas, Quezon”

The diagram above depicts the process of carrying out this research

study. The first frame focuses on the factors that influenced customer behavior,

such as personal, psychological, societal, and economic factors. The researcher

can identify the customers' tastes and preferences, as well as their buying

behavior, using the feasibility and data collecting, analysis, and interpretation

processes.

Statement of the Problem

This study is conducting to enhance customer taste and preference in chocolate-

wine production in Tayabas, Quezon. It sought the answer to the following

question:

1. What is the demographic profile of the respondents in terms of:

1.1 Age;

1.2 Gender;

1.3 Civil status;

1.4 Occupation; and

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1.5 Educational Attainment

2. What are the factors affecting the consumer preference of the

respondents in terms of:

2.1 Personal;

2.2 Psychological;

2.3 Social; and

2.4 Economic;

Assumption of the Study

The researcher anchoring on the following assumptions:

1. The researchers assume that the majority of the respondents will be

married adults, men, and women, and entrepreneurs with a desire for

wine, ranging in age from 18 to 50 years old who reach college.

2. The researchers assume that the customers are being influenced by their

psychological. Wine choices can be based on the person's attitude,

perceptions of a situation, ability to understand information, what

motivates them, personality, and beliefs.

Scope and Delimitation

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The study's goal is to look into consumers' tastes and preferences and

purchasing habits when it comes to cacao wine. The purpose of this research is

to assess consumers' tastes and preferences toward this new product offering.

This study has a specified area of consumer buying behavior. As a

result, this research is conducting from the consumer's point of view, which limits

the applicability of the findings. Furthermore, due to time constraints, limited

resources, and relatively small sample groups, the findings of this study cannot

be fully generalized, implying that additional and more comprehensive research

is required to fully understand this research area.

Definition of Terms

For clarity of the study to guide and enlighten the readers, the following
terminologies are hereby defined:

Buying behavior – is the decision processes and acts of people/prospective

customers involved in buying and using products. Refers to the buying behavior
of the ultimate consumer.

It relates to a customer's purchasing habit when it comes to cacao wine.

Cacao – seeds from a small tropical American evergreen tree, from which cocoa,
cocoa butter, and chocolate are made. The tree that bears cacao seeds, which
are contained in large, oval pods that grow on the trunk. It is now cultivated
mainly in West Africa.

Cacao is a product wine that consumers study for its taste and preferences.

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Consumer behavior – is the study of individuals, groups, or organizations and all
the activities associated with the purchase, use and disposal of goods and
services, and how the consumer's emotions, attitudes and preferences affect
buying behavior.

It is based on the customers' tastes and preferences in terms of how they will
purchase the cacao wine.

Consumer preference – are defined as the subjective individual tastes, as

measured by utility, of various bundles of goods. They permit the consumer to
rank these bundles of goods according to the levels of utility they give the
consumer. Note that preferences are independent of income and prices.

When it comes to cacao wine, this is where consumers deal with or make their
purchasing decisions.

Consumer taste – refer to the products and services that consumers consciously
choose over others. Consumer tastes are so powerful that they can change how
businesses conduct their activity.

This is what the researchers are looking at to see what the cacao-wine taste will
be like.

Economic – is a social science concerned with the production, distribution, and

consumption of goods and services. It studies how individuals, businesses,
governments, and nations make choices about how to allocate resources.

When it comes to customer buying behavior, one of the things that might be a
basis for a customer is their economic situation.

Implications – the conclusion that can be drawn from something although it is not
explicitly stated.

The action or state of being involved in cacao wine.

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Influence – the power or capacity of causing an effect in indirect or intangible
ways sway. The act or power of producing an effect without apparent exertion of
force or direct exercise of command. Corrupt interference with authority for
personal gain. One that exerts influence.

To cause someone changing buying behavior and opinion about cacao wine.

Personal – of, affecting, or belonging to a particular person rather than to anyone

else. Of or concerning one’s private life, relationships, and emotions rather than
matters connected with one’s public or professional career.

It is a factors that can affect the consumer buying behavior such as their
emotions, career and life.

Physiological – of, affecting, or arising in the mind related to the mental and
emotional state of a person.

It is a factors that can affect the consumer buying behavior such as their
emotions and mental state.

Production – the action of making or manufacturing from components or raw

materials, or the process of being so manufactured. The process of or financial
and administrative management involved in making a movie, play, or record.

The action of making cacao wine from fermentation to finish product.

Social – relating to society or its organization. Needing companionship and

therefore best suited to living in communities. An informal social gathering,
especially one organized by the members of a particular club or group.

It is a factors that can affect the consumer buying behavior such as group of
friends, family and others.

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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES

This chapter presents the different literature perused to gather insights for

the study. This also includes the studies considered to strengthen the concepts.

Moreover, the chapter provides the conceptual framework that lead to

formulation of hypothesis.

Related Literature

Demographic Profile

Age

Klein (2001), Stated that the direct approach of age adjustment involves

applying observed age-specific rates to a standard age distribution in order to

reduce discrepancies in crude rates in populations of interest caused by

variances in their age distributions. When comparing two or more populations at

one point in time, or one population at two or more points in time, this adjustment

is frequently made.

De Waal (2010), stated that Desmond Morris, author of The Naked Ape,

says, “An vital and urgent message about the fundamental roots of human

benevolence.” Are we the guardians of our brothers? Do we have a compassion

instinct? Or, as is commonly supposed, are we solely on this planet to serve our

own survival and interests? The acclaimed author of Our Inner Ape analyzes how
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empathy comes easily to a wide range of animals, including humans, in this

thought-provoking book. Animals’ social behaviors, such as bonding, the herd

instinct, and the formation of trusting partnerships, are studied.

Gender

Buckingham (2020), mentioned that inter-relationship between gender

relations and environmental problems and practices, as well as how they affect

and effect each other, is explained in this entirely rewritten second edition of

Gender and Environment. This book explores how gender and environment are

imbricated at different scales: the body; the household, community, and city

through concepts of work; and at the global scale, explaining our current

predicament in the context of historical gender and environment relations and

contemporary theorization of this relationship.

Philips (2010), It lays out the moral, ethical, and practical stakes in

unraveling the Gordian knot of gender and culture. It raises all our hopes and

forces us to rethink the most settled of positions. ‘Henrietta Moore, London

School of Economics The idea that respect for cultural diversity conflicts with

gender equality is now a staple of both public and academic debate. Yet

discussion of these tensions is marred by exaggerated talk of cultural difference,

leading to ethnic reductionism, cultural stereotyping and a hierarchy of traditional

and modern. In this volume, Anne Phillips rejects the notion that ‘culture ‘might

justify the oppression of women, but also queries the stereotypical binaries that

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have represented people from ethno cultural minorities as peculiarly resistant to

gender equality.

Civil Status

Lang and Peter (2010), The writers begin by looking at the legal status of

civil servants, organizational changes, recruitment practices, remuneration,

decentralization of human resource duties, job security, and ethics reforms. They

consider in what ways similarities and differences can be detected amongst the

27 Member States and whether and to what extent the national civil services

move away from traditional bureaucratic structures. Finally, the authors discuss

the main outcomes of the reform processes and the future of the classical civil

service.

Nadler and Stockdale, (2012), Stated that when a guy is married, he is

perceived as having greater social support and less family or role conflict with

work responsibilities, however when a woman is married, she is seen as having

more family or role conflict with work roles. Contributing to a larger work or family

role through social responsibility a disagreement.

Blashill and Powlishta (2012), Stated that there hasn't been any research

on how sexual orientation bias interacts with perceived marital status and gender

bias in selection decisions. Individuals who claim partnered status may be

treated differently based on gender roles because "partnered" is perceived to be

akin to "married."

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Occupation

Murphy (2017), mentioned that a person's employment can relate to their

job, the activities they engage in, and the duties they bear in order to earn money

or contribute to their financial well-being. A person's occupation can also refer to

a regular pastime or hobby.

Brown (2013), stated that in layman's terms, "occupation" refers to paid

job. Occupational therapists have a broad view of occupation. Occupational

activities, according to Crepeau et al, “include the day-to-day tasks that enable

people to support themselves, contribute to the life of their families, and engage

in the broader society.”

Evan (2020), The active or doing process of a person engaged in goal-

directed and culturally relevant activities is characterized as occupation.

Educational Attainment

Statistic Canada (2016), Mentioned that the highest level of schooling a

person has finished is referred to as educational achievement. The attainment of

a level's learning objectives, which are often validated through the evaluation of

acquired knowledge, skills, and competences, is referred to as successful

completion of a level of education. The highest education program successfully

completed, which is normally certified by a recognized qualification, is commonly

used to quantify educational achievement.

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Hanson (2021), Stated that the highest level of schooling completed is

referred to as educational achievement. A high school diploma or its equivalent is

required.

Factors Affecting Consumer Buying Behavior

Personal Factor

Schmitz (2012), mentioned that personality describes a person's

disposition, explains why people differ, and encompasses a person's

distinguishing characteristics. Openness or how open you are to new

experiences, conscientiousness or how diligent you are, extraversion or how

outgoing or shy you are, agreeableness or how easy you are to get along with

are the “Big Five” personality traits that psychologists frequently discuss.

Kotler and Armstrong (2010), highlighted that personal factors such as a

buyer's age and life cycle state, occupation, economic situation, lifestyle,

personality and self-concept all influence their decisions. Consumers change

throughout their lives, and their product purchases change depending on their

age and stage of life. Taste in food, clothing, recreation, and furniture are all age-

related factors. Furthermore, the environment, values, lifestyle, hobbies, and

consumer habits change over time. The stages of family life influence purchasing

behavior and brand selection. Traditionally, only young singles and married

couples with children were included in the family life cycle. Marketers are

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increasingly focusing on alternative, nontraditional stages such as the unmarried

couple. Childless couples, same-sex couples, single parents, and singles

marrying later in life are all examples of this.

Radu (2019), emphasized that personal factors such as likes, dislikes,

priorities, morals, and values can all influence consumer behavior. Personal

opinions are especially influential in industries such as fashion and food.

Advertisements, of course, can influence behavior, but at the end of the day,

consumers' choices are heavily influenced by their preferences. It doesn't matter

how many burger joint advertisements you see if you're a vegan.

Smith (2016), mentioned that personal factors such as a person's interests

and opinions have an impact. These will be influenced by demographic factors

such as age, gender, culture, profession, and background, among others.

Demand jump (2020), mentioned that personal factors influence

purchasing behavior It will may include a person's age, marital status, financial

situation, personal beliefs, values, and morals.

Psychological Factor

Schmitz (2012), notes that messages abound on television, radio,

magazines, the Internet, and even the bathroom walls. Every day, the average

consumer is exposed to approximately three thousand advertisements. Kalle

Lasn, Culture Jam: The Uncooling of America (New York: William Morrow &

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Company, 1999). Consumers are simultaneously surfing the Internet, watching

television, and checking their cell phones for text messages. Some information,

but not all, makes its way into our brains. Selective exposure refers to the act of

choosing what we see or hear (for example, television shows or magazines).

Schmitz (2012), comments that the need for food is constant. Other

needs, such as shelter, clothing, and safety, are more long-term. Other needs

emerge at different points in a person's life. For example, during elementary and

high school, your social needs were most likely at the forefront of your mind. You

desired to make new friends and find a date. This may have prompted you to

purchase specific items of clothing or electronic devices. After high school, you

began to consider how people would perceive you in your "station," so you

decided to pay for college and obtain a professional degree, thereby satisfying

your need for esteem. If you're lucky, you'll reach Maslow's level of self-

actualization at some point. You will believe that you have evolved into the

person you believe you were born to be.

Chandan (2019), point out that a variety of internal or psychological

factors influence consumer purchasing behavior. Motivation and perception are

the most important.

Radu (2019), showed that peer pressure also has an impact on consumer

behavior. What our family members, classmates, close relatives, neighbors, and

acquaintances think or do can have a big impact on our decisions. Consumer

behavior is influenced by social psychology. Choosing fast food over home-

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cooked meals is just one example of this. Education levels as well as social

factors can have an effect.

Smith (2016), notes that psychological aspects in which Everyone's

reaction to a particular marketing campaign is determined by their perceptions

and attitudes. The ability of a person to comprehend information, their perception

of their need, and their attitude will all play a role.

Demand jump (2020), mentioned that psychological factors in which a

person's state of mind when presented with a product often determines how they

feel not only about the item itself but also about the brand as a whole.

Social Factor

Perreau (2014), illustrate that social factors have a significant impact on

consumer behavior. Every person has someone in their life who influences their

purchasing decisions. The following are important social factors: reference

groups, family, role, and status.

Kotler and Armstrong (2010), indicates that every consumer is an

individual, but they are all part of a group. A membership group is the group to

which a consumer belongs. This is a straightforward and straightforward

classification. A reference group is the second type of group. Consumers' self-

image and behavior are influenced by their reference group. Consumers can use

the reference group to compare their behavior and lifestyle choices. There are

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typically many smaller reference groups formed by family, close friends,

neighbors, work groups, or other people with whom consumers associate.

Groups to which a consumer does not belong can also exert influence. These

aspirational groups are those in which a consumer aspires to belong and wishes

to participate in the future.

Kotler and Armstrong (2010), mentioned that individual consumers'

purchasing habits can be influenced by family members. A family provides an

environment in which an individual can learn values, develop, and shape his or

her personality. This environment allows for the formation of attitudes and

opinions on a variety of topics, including social relations, society, and politics. A

family shapes first impressions of brands or products, as well as consumer

habits.

Chandan (2019), notes that man is a social being. As a result, the people

around us have a large influence on our behavior patterns, likes, and dislikes.

We always seek approval from those around us and rarely do things that are not

socially acceptable. The social factors that influence consumer behavior are as

follows: a) family, b) reference groups, and c) roles and status.

Smith (2016), indicates that peer groups influence social factors ranging

from family and friends to social media influence. This factor also includes social

class, income, and level of education.

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Demand jump (2020), stated that social factors are elements in a person's

environment that influence how they perceive products.

Economic Factor

Chandan (2019), stated that economic factors have a large influence on

consumer behavior. Consumer behavior is influenced by economic factors. A

person's personal income influences his purchasing habits. A person's gross

personal income is made up of disposable income and discretionary income.

Radu (2019), notes that economic conditions are especially important for

expensive products (such as houses or automobiles). A positive economic

environment is known to boost consumer confidence and willingness to make

purchases regardless of their financial obligations. For more expensive

purchases, the consumer's decision-making process is longer, and it can be

influenced by more personal factors at the same time.

Related Studies

Demographic Profile

Age

Fountain and Lamb (2011), stated that in New Zealand, there is no

difference in the proportion of Gen X and Gen Y drinking wine as young adults.

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Gen Y consumes wine more frequently and in more casual settings than their

elders did at a similar age. They tend to drink wine only on special occasions.

Bruwer et al. (2011), stated that the 18 to 30 age group is smaller than the

45 to 64 age group, which currently consumes the most wine. Understanding

how this population interacts with wine and identifying potential new markets may

allow the wine and hospitality industries to respond to their needs more

effectively.

Bruwer and Buller (2013), mentioned that high level of involvement

Consumers have a strong preference for wines produced in the Old World,

primarily in France and Italy. Chubu residents have the highest level of

involvement. The age demographic influences involvement, which increases with

age until the 35–45-year age group. There is a strong positive relationship

between consumption frequency and quantity and level of involvement.

Jan (2020). stated that in 2019, regular wine drinkers in the United States

aged 21 to 34 years old consumed wine on premise 4.3 times per month while

having a relaxing drink out at the end of the day.

Pomarici and Vecchio (2014), opined that sustainability has gained great

importance in the wine industry, especially among Millennials. However,

consumer preferences and purchase decisions of sustainable wines have not

been truly investigated. A survey of 500 Italian respondents assessed Millennial

consumer interest and willingness to buy three wines with specific labels

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certifying environmental, social and ethical attributes. The results are particularly

useful for marketers and entrepreneurs. The findings reveal that the label related

to social features (Libera Terra) obtains the highest patronage rate (almost 75%

of respondents) living in an urban area, being female and older (age cohort 27–

35) significantly increases the probability of buying sustainable wines.

Adams et al. (2012), posited that drinking more than 20 g of alcohol per

day was associated with an approximate 20% increase in the odds of early AMD.

This positive association was apparent for wine, beer, and spirits. The estimates

were similar for both sexes. These results show a modest association between

alcohol consumption and increased AMD risk, but only a modest one. The

authors conclude that little evidence exists to suggest a link between age-related

macular degeneration and moderate alcohol consumption, patterns of

consumption, or different types of alcoholic beverage. The Melbourne

Collaborative Cohort Study examined 20,963 participants aged 40–69 years at

baseline.

Scholz et al (2016), stated that non-drinkers comprised 19.5%, 18.9%,

and 61.6% of the participants, respectively. Exclusive beer and/or wine drinkers

comprised 18.9%, and drinkers of all types of alcoholic beverages comprised

61.6 percent. Participants who only drank beer or wine had higher rMED scores

than non-drinkers. Non-drinkers ate less fish and more meat, whereas beer

drinkers ate fewer fruits and vegetables.

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Atkin and Thach (2012), According to research, Millennials' information

search and risk-aversion strategies differ from those of older consumers.

According to the results of a survey of 409 US consumers, Millennials are more

likely to seek information from friends/family and shelf talkers if they are unsure

about making a wine selection. Elders were more likely to question store

employees and wine stewards.

Anchor and Lacinová (2015), highlighted that wine consumption tends to

grow with age. Younger generations require a greater level of advice about wine

purchase than older generations. Younger age groups showed higher

preferences for sampling and seeking advice. Older consumers cared more

about the quality of wine than the younger ones. marketers should focus on

consumers before the age of twenty in order to teach them to drink wine in the

years when they form their consumption habits.

Palma et al. (2014), emphasized that wine sales add considerably to the

profitability of many restaurants, hotels, bars and other hospitality

establishments. The study reveals that there are six dominant factors that

influence wine purchasing behavior. Significant differences in purchase

motivation exist between three age segments, 18 to 25 years, 26 to 34 years and

34+years. With a basic knowledge of the demographic characteristics of their

guests, hospitality operators can develop marketing strategies to maximize the

sale of wine.

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Pereira et al. (2017), stated that younger consumers (ages 18 to 34)

perceive wine as alcohol, an alternative to other alcoholic beverages. Older

consumers (age 45 to 64) envisage wine as culture. Excesses, which are

strongly" embodied" on the out of meal consumption, are penalized both socially

(negative third party opinion) and personally. The research results provide an

important insight into wine companies can pursuit and use different

communication approaches in order to get specific segments. These results

allow for a better understanding of customer specificities, with practical actions

aimed at their real needs and expectations.

Teagle et al. (2010), claimed that millennials, born between 1977 and

1990, are the youngest generation of wine drinkers. Approximately 4.6 million

Australians (27% of the population) are currently aged 18-34 years old. These

consumers are potentially an important segment for the wine industry, however

relatively little is known about their attitudes or behaviors towards wine. Some

reasons have been suggested as to why Millennials wine behavior might differ

from other young generations before. Their different media usage has

implications about product communication in general and wine specifically. The

debate about the generational gap can be traced back as far as Socrates, who

complained about the rude manners of younger people. The U.K. has developed

from a beer-dominated culture to a market where wine is now an integral part of

food culture, while the U.S. is still on the way to building a wine culture. The

younger consumers are likely to purchase and consume products differently to

27
older consumers independent of the generational cohort they belong. They are

Internet proficient and technologically savvy, which could have implications for

product communication.

Gender

Bruwer and McCutcheon (2017), stated that there are significant gender

differences in wine type consumption. Younger Millennial females value external

choice cues more than males when making a purchasing decision. The socio-

demographic variables of gender and age generation are not strong predictors of

personal wine consumption.

Thach (2012), opined that examines the two important wine marketing

variables of occasion and gender. Of the 22 occasions analyzed, there are 16 in

which California men and women drink wine at similar frequency. Men are more

interested in discussing technical aspects of wine and exhibiting knowledge.

Women want to relax and socialize with friends over wine, the study finds. The

results both support and provide new findings for the research literature.

Remaud and Forbes (2012), mentioned that the findings show that gender

has little effect on the frequency with which consumers buy and drink wine.

28
Furthermore, gender has no significant influence on the number of attributes that

consumers evaluate.

Velikova et al. (2013), mentioned that the findings clearly show that certain

types of wine (red, white, rosé, sparkling, champagne, port, and sherry) are

associated with specific genders. The findings also suggest that consumer

preferences for a specific type of wine, as well as the consumer's gender, appear

to bias (to some extent) their perception of the wine's gender.

Anchor et al. (2015), stated that research in the US wine market showed

that 56% of all wine consumers were women. Australian studies prove that the

strongest gender differences are in the volume of wine consumed. According to a

UK study, women have strong preferences for white wine. Men are much less

likely than women to drink white and sparkling wines. Although there are clear

gender differences in terms of color related preferences in wine consumption,

Robinson argues that women (and men) are too heterogeneous a group to make

generalizations.

Bruwer et al. (2011), emphasized that females drink less wine than men,

spend less on it, but "make up" for it by purchasing more expensive wine per

bottle. White wine consumption by women is noticeably higher than that of men.

The flavors and aromas of fruits are by far the most important. Males, on the

other hand, preferred wine with aged characteristics.

29
Bobrova et al. (2010), metioned that study included 4268 men and 5094

women aged 45–69 years. Women drank less often and much smaller quantities

than that of men. 19% of men, vs. 1% of women, were classified as problem

drinkers. Gender roles and a traditional culture around women's and men's

drinking were the main reasons for the reported drinking behavior, say

researchers. The study was based on the Health, Alcohol and Psychosocial

Factors in Eastern Europe cohort study.

Willott and Lyons (2012), posited excessive and public consumption of

alcohol with other men has been a traditional indication of manliness in Western

cultures. Over the last two decades, this association has been eroded, in part

through increased consumption by women. We explore ways in which particular

(friendship) groups of young men and women (re)construct masculine identities.

We conclude that these findings could be explicated through an examination of

national gendered identities that arose out of a pioneer culture.

De Visser and McDonnell (2012), stated that the study looked at how

much young people support gender double standards for alcohol use. Beer

drinking, binge drinking, and public inebriation were all perceived as masculine.

Even the most egalitarian respondents were critical of women's drinking habits.

Interventions to promote moderate drinking may exacerbate gender inequalities.

Civil Status

30
Levitt and Cooper (2010), stated that study examined daily reports of

alcohol use and relationship functioning from 69 heterosexual couples over 3

weeks. Alcohol had both positive and negative effects on relationship processes.

The effects were more positive for women, and when small amounts were

consumed, partners drank together, or they consumed similar amounts. Women

were found to drink more than men in response to relationship difficulties and

feeling disconnected from their partner.

Levitt and Leonard (2015), stated that no research has directly examined

drinking to cope that is specific to relationship problems. Study examines

relationship-specific drinking-to-cope processes over the early years of marriage.

Anxious (but not avoidant) individuals are motivated to use alcohol to cope

specifically with relationship problems in certain contexts. This may exacerbate

relationship difficulties associated with attachment anxiety, the study finds. The

study concludes that relationship problems may be exacerbated by relationship-

motivated drinking that is anxious and avoidant in certain situations. The findings

have implications for theory and future research on Relationship-Motivated

drinking.

Leonard and Mudar (2010), mentioned that husband-to-wife drinking

influence was moderated by wives' dependence, relationship satisfaction, peer

group size, and the belief that alcohol positively impacts relationships. The

direction of the spousal influence changed in the 2nd year of marriage, with

31
wives' drinking over the 1st year predicting husbands' drinking in the2nd.

Implications with respect to marriage and the drinking partnership are discussed.

Occupation

Indeed (2021), Stated that occupation is a broad phrase that relates to the

field or industry in which you work or the type of work you enjoy. It can also relate

to your position within a company. In a single answer, stating your vocation in an

interview has ramifications for you, your work, your profession, and your career.

Educational Attainment

Pellegrino and Hilton (2013), Stated that educational attainment is a better

predictor of labor market performance than measures of cognitive skills,

personality traits, and intra- and interpersonal competencies. Workers with higher

education are better able to finish a task, learn more from complex task training,

and allocate work resources more efficiently.

Factors Affecting Consumer Buying Behavior

Personal Factor

32
Brown and Oplatka (2016), notes that buyer behavior is also influenced by

personal factors. A) Age, b) Occupation, c) Income, and d) Life Style are the

most important personal factors that influence buyer behavior.

Gifford and Nilsson (2014), mentioned that childhood experiences,

knowledge and education, personality and self-construal, sense of control,

values, political and world views, goals, felt responsibility, cognitive biases, place

attachment, age, gender, and chosen activities are all personal factors to

consider.

Jisana (2014), explained that consumer behavior can also be influenced

by personal factors. Lifestyle, economic situation, occupation, age, personality,

and self-concept are some of the important personal factors that influence

purchasing behavior. Age and life-cycle have the potential to influence consumer

purchasing behavior. With the passage of time, consumers alter their purchases

of goods and services. The family life-cycle is divided into stages, such as

childhood, bachelorhood, newlywed couple hood, parenthood, and so on, which

aid marketers in developing products that are appropriate for each stage.

Occupation: A person's occupation has a significant impact on his purchasing

behavior. A marketing manager, for example, will try to buy business suits,

whereas a low-level employee in the same organization will buy tough work

clothes. Economic Situation: A consumer's financial situation has a significant

impact on his purchasing decisions. If a customer's income and savings are high,

he will buy more expensive products. A person with a low income and limited

33
savings, on the other hand, will buy low-cost items. Customers' lifestyles are

another important factor that influences their purchasing decisions. The way a

person lives in a society is expressed by the things in his or her environment,

which is referred to as lifestyle. It is shaped by the customer's interests, opinions,

and activities, among other things, and it determines his entire pattern of acting

and interacting in the world. Personality varies from person to person, from time

to time, and from place to place. As a result, it has a significant impact on

customer purchasing behavior. Actually, personality isn't defined by what one

wears; rather, it refers to a man's overall behavior in various situations. It has

various characteristics such as dominance, aggression, and self-confidence,

among others, that can be used to predict consumer behavior for a specific

product or service.

Kotler and Keller (2016), emphasizes that age and stages of life cycle,

occupation, personality, lifestyle, and values are all personal factors that

influence consumer purchasing behavior. These are the results of a combination

of direct and indirect personal factors. Some of these have a direct impact on

consumer purchasing behavior, while others have an indirect impact on

consumer purchasing behavior. Companies should place a strong emphasis on

the personal factor, which can be found in both every day and specialty products.

Anesha et al (2016), mentioned that personal factors consumers' personal

characteristics may influence their purchasing decisions. Among the personal

factors are: The influence of age on purchasing behavior is significant.

34
Teenagers, for example, may prefer trendy clothing, whereas office executives

may prefer formal attire. Gender differences in consumer behavior exist. Highly

educated people can spend their money on books, personal care products, and

other items. A person with little or no education, on the other hand, may spend

less on personal grooming products, general reading books, and other similar

items. Generally, the higher the level of income, the higher the level of spending,

and vice versa. However, in developing countries, particularly in rural areas, this

may not always be the case. Higher-status individuals spend a significant amount

of money on luxury items such as luxury cars, luxury watches, premium clothing

brands, jewelers, and so on.

Pakash (2014), concludes that personal factors age and lifecycle stage,

occupation, economic circumstances, lifestyle (activities, interests, opinions, and

demographics), personality, and self-concept are all factors to consider. These

factors may explain why our preferences shift as our circumstances change. The

characteristics of each consumer obviously influence decisions and purchasing

behavior.

Agarwal and Guirat (2017), concludes that consumer behavior can also be

influenced by personal factors. Lifestyle, economic situation, occupation, age,

personality, and self-concept are some of the important personal factors that

influence purchasing behavior. Consumer purchasing behavior can be influenced

by age and life cycle. With the passage of time, it is obvious that consumers'

purchases of goods and services change. The family life-cycle is divided into

35
stages, such as young singles, married couples, and unmarried couples, which

aid marketers in developing products that are appropriate for each stage. A

person's occupation has a significant impact on his purchasing habits. A

marketing manager, for example, will try to buy business suits, whereas a low-

level employee in the same organization will buy rugged work clothes. The

consumer's economic situation has a significant impact on his purchasing

decisions. If a customer's income and savings are high, he will buy more

expensive products. A person with a low income and limited savings, on the

other hand, will buy low-cost items. Another important factor influencing

consumer purchasing behavior is the customer's lifestyle. The way a person lives

in a society is expressed by the things in his or her environment, which is

referred to as lifestyle. It is shaped by the customer's interests, opinions, and

activities, among other things, and it determines his entire pattern of acting and

interacting in the world. Personality shifts from person to person, over time, and

from location to location. As a result, it has a significant impact on customer

purchasing behavior. Actually, personality isn't defined by what one wears;

rather, it refers to a man's overall behavior in various situations. It has various

characteristics such as dominance, aggression, and self-confidence, among

others, which can be used to determine the consumer's preferences.

Psychological Factor

36
Hemsley and Oplatka (2016), states that a variety of internal or

psychological factors influence consumer purchasing behavior. The most crucial

ones Perception and Motivation.

Jisana (2014), proposes that consumer purchasing behavior is influenced

by four major psychological factors. Perception, motivation, learning, beliefs, and

attitudes are among them. Customers' buying behavior is also influenced by their

level of motivation. Physiological, biological, social, and other needs are all

unique to each individual. Because of the nature of the needs, some are the most

urgent, while others are the least urgent. As a result, when it is more pressing to

direct the person to seek satisfaction, a need becomes a motive. Perception is

the process of selecting, organizing, and interpreting information in order to

produce a meaningful experience of the world. A person's perception of a product

or service is what he or she thinks about it. Due to differences in perception,

people with similar needs may not purchase similar products. Selective attention,

selective distortion, and selective retention are three different perceptual

processes. Customer Beliefs and Attitudes: Customers have distinct beliefs and

attitudes about various products. Marketers are interested in such beliefs and

attitudes because they form part of a brand's image and influence consumer

purchasing behavior. Customers' beliefs and attitudes can be changed by

marketers launching special campaigns in this area.

Ali and Ramya (2016). proposes that the psychological factor influences

consumer purchasing behavior as well. It is also referred to as an internal factor.

37
Kotler and Keller (2016), states that the environment has a significant

impact on consumer purchasing decisions

Rani (2014), concludes that people are frequently influenced by the

purchases of other consumers of goods or services. The "other consumer" could

be a friend, family member, colleague, or someone else.

Kotler and Keller (2016), mentioned that because of the environment,

consumers may be excited about a new product that is introduced into the

market. The environment has an impact on psychology. Some businesses place

a premium on this factor. Motivation, perception, learning, and memory are the

four psychological factors.

Anisha and Kalaivani (2016), states that psychological factors influence a

person's purchasing behavior, such as • Learning: Changes in individual

behavior caused by information and experience are referred to as learning. For

example, if a customer purchases a new brand and is pleased with its

performance, he or she is more likely to purchase the same brand the next time.

People acquire beliefs and attitudes as a result of their education, which

influences their behavior. • Attitude: The proclivity to react in a specific way to a

given situation, object, or idea. Consumers may develop a positive, negative, or

neutral attitude toward specific products or brands, which will influence their

purchasing behavior. • Motives: A motive is the inner drive that drives a person to

act or behave in a particular way. The marketer must identify the buying

motivations of the target customers and persuade them to favor the marketed
38
products. Perception is the impression formed about a particular situation or

object. A motivated person is prepared to take action. However, the way he acts

is influenced by his/her perception of the situation. • Beliefs: A belief is a

descriptive thought that a person has about something. It could be founded on

knowledge, opinion, faith, trust, or confidence. People may have preconceived

notions about certain brands/products. Beliefs shape brand images, which can

influence purchasing behavior.

Pakash (2014), notes that motivation (Maslow's hierarchy of needs),

perception, learning, beliefs, and attitudes are all factors that influence our

purchasing decisions. Other people frequently have an impact on a consumer's

purchasing decision. The marketer must understand who is involved in the

purchasing decision and what role each person plays so that marketing

strategies can be tailored to these individuals. Psychological factors influencing

consumer behavior can be divided into four categories: motivation, perception,

learning, and beliefs and attitudes.

Agarwal and Guirat (2017), There are four major psychological factors that

influence consumer purchasing behavior. Perception, motivation, learning,

beliefs, and attitudes are examples of these. Customers' purchasing behavior is

also influenced by their level of motivation. Every individual has unique needs

such as physiological needs, biological needs, social needs, and so on. The

nature of the needs is such that some of them are more pressing than others. As

a result, when it is more pressing to direct the person to seek satisfaction, a need

39
becomes a motive. Perception is the process of selecting, organizing, and

interpreting information in order to produce a meaningful experience of the world.

Selective attention, selective distortion, and selective retention are three distinct

perceptual processes. Marketers attempt to attract the attention of customers in

the case of selective attention. In the case of selective distortion, customers

attempt to interpret the information in a way that supports what they already

believe. Similarly, in the case of selective retention, marketers attempt to retain

information that reinforces their beliefs. Beliefs and Attitudes: Each customer has

a unique set of beliefs and attitudes toward various products. Marketers are

interested in such beliefs and attitudes because they shape brand image and

influence consumer purchasing behavior. Marketers can influence customers'

beliefs and attitudes by launching special campaigns in this area.

Social Factor

Hemsley and Oplatka (2016), remarks that man is a social being. As a

result, the people around us have a large influence on our behavior patterns,

likes, and dislikes. We always seek approval from those around us and rarely do

things that are not socially acceptable. The social factors that influence consumer

behavior are as follows: a) family, b) reference groups, and c) roles and status.

Durmaz and Durmaz (2014), states that consumer behavior is the process

by which individuals decide how, where, and when to buy goods and services, as

40
well as whether or not to buy them at all. When a consumer is exposed to various

stimuli, he or she responds to them based on personal and environmental

factors. The research findings about family, reference groups, roles, and statutes

are being derived from these stimuli.

Gifford and Nilsson (2014), mentioned that religion, urban–rural

differences, norms, social class, proximity to problematic environmental sites,

and cultural and ethnic differences are among the social factors.

Jisana (2014), highlighted that consumer purchasing behavior is also

influenced by social factors. The following are important social factors: reference

groups, family, role, and status. Persons' reference groups are those that have a

direct or indirect influence on the person's attitudes or behavior. Individuals use

these groups as reference points for learning attitudes, beliefs, and behavior,

which they then adapt in their daily lives. Due to their frequency of interaction

with the individual and the primacy of these significant others in an individual's

life, family and close friends are considered primary reference groups in an

individual's life. Secondary reference groups of an individual include classmates,

neighbors, coworkers, and other acquaintances. Family: The member of a family

has a strong influence on buyer behavior. As a result, marketers are attempting

to determine the roles and influence of the husband, wife, and children. If the

purchasing decision of a specific product is influenced by the wife, marketers will

try to target women in their advertisements. It is important to note that purchasing

roles change as consumer lifestyles change. Roles and Status: Each person in

41
society has different roles and statuses depending on the groups, clubs, families,

organizations, and so on to which he belongs. The consumer's behavior and

purchasing decisions are heavily influenced by his social role and status.

Kotler et al (2017), emphasizes that one of the most influential factors

influencing consumer purchasing behavior is the social factor. A person's social

factor includes his or her group, social network, online social network, and family.

Word-of-mouth is another social factor that influences consumer purchasing

behavior. The definition of a group, according to Kotler, is "two or more people

who interact to achieve individual or mutual goals." Kotler also stated,

"Membership groups are groups that have a direct influence on a person and to

which a person belongs." In contrast, reference groups serve as either direct

(face-to-face interactions) or indirect points of comparison or reference in the

formation process. People are frequently swayed by reference groups to which

they do not belong.”

Anisha and Kalaivani (2016), mentioned that social factors such as

reference groups, family, and social and economic status influence purchasing

behavior: • Reference Groups: A reference group consists of a small group of

people such as coworkers, club members, friends circle, neighbors, family

members, and so on. Reference groups have the following effects on their

members: They influence members' values and attitudes. They expose members

to new behaviors and ways of life. They put pressure on people to buy specific

products or brands. Family: The primary reference group that can influence

42
consumer behavior is the family. Children nowadays are well informed about

goods and services through media, friend circles, and other sources. • Roles and

Status: A person plays specific roles within a specific group, such as a family,

club, or organization. In a company, for example, one person may play the role of

a senior executive while another plays the role of a junior executive. When

compared to junior executives, senior executives may have higher status in the

organization. • People may buy products that reflect their roles and status, such

as branded clothing, luxury watches, and luxury automobiles.

Prakash (2014), concludes that groups (reference groups, aspirational

groups, and member groups), family, roles, and status are examples of social

factors. This explains the indirect or direct influences of others on our purchasing

decisions. Social factors are among those that have a significant impact on

consumer behavior. They are classified into three groups: reference groups,

family and social roles, and status.

Agarwal and Guirat (2017), illustrates that consumer purchasing behavior

is also influenced by social factors. The following are important social factors:

reference groups, family, role, and status. Reference Groups: Reference groups

have the potential to shape an individual's attitude or behavior. The influence of

reference groups varies depending on the product and brand. For example, if the

product is visible, such as a dress, shoes, or car, reference groups will have a

large influence. Opinion leaders are also included in reference groups (a person

who influences other because of his special skill, knowledge or other

43
characteristics). Family: The member of a family has a strong influence on buyer

behavior. As a result, marketers are attempting to determine the roles and

influence of the husband, wife, and children. If the purchasing decision of a

specific product is influenced by the wife, marketers will try to target women in

their advertisements. It is important to note that purchasing roles change as

consumer lifestyles change. Roles and Status: Each person in society has

different roles and statuses depending on the groups, clubs, families,

organizations, and so on to which he belongs. A woman, for example, works as a

finance manager in a company. She is now playing two roles, one as a finance

manager and the other as a mother. As a result, her purchasing decisions will be

influenced by her position and status.

Economic Factor

Hemsley and Oplatka (2016), illustrates that economic factors have a

large influence on consumer behavior. Personal income, family income, income

expectations, savings, e-liquid assets of the consumer, consumer credit, and

other economic factors all influence consumer behavior.

Qazzafi (2020), mentioned that the fourth factor influencing consumer

purchasing behavior is the economic factor. A consumer's economic situation

influences his or her purchasing decision and choice of a specific brand or

product. Companies can conduct research on the spending and saving habits of

44
consumers. For example, Samsung sells mobile phones at both high and low

prices. Personal income, family income, income expectations, savings, consumer

credit, and other economic factors are examples of economic factors (Ali &

Ramya, 2016). The term "personal income" refers to an individual's earnings. A

person's personal income influences his or her purchasing behavior. The

consumer bases his or her decision on his or her net income after taxes. The

term "family income" refers to the total of all family members' earnings. The

income of more than one family member or the income of all family members. It

is determined by the families or working family members. The income

expectation refers to the income that is expected to come in the form of a bonus,

overtime, and so on. The term "saving" refers to the money saved by a person

after deducting all of his or her monthly expenses. Consumer credit refers to

funds provided by banks or financial institutions. A credit card is one type of

consumer credit. Other economic factors include inflation, economic slowdown,

government policies, and so on. If a person's income is insufficient to purchase a

costly item. As a result, income is directly proportional to the purchase of goods

or services.

45
CHAPTER III

RESEARCH METHODOLOGY

This chapter describes the methods and procedures that the research will

use to carry out the study. This section includes the research design, research

instrument, population and sampling, data collection procedure, and statistical

data treatment.

Research Design

The study's main goal is to discover consumer tastes and preferences in

chocolate wine based on age, gender, civil status, and profession. In this study,

the descriptive research method will be used. It is used to gather information

about the current state of the study.

Shona (2019), The goal of descriptive research is to accurately and

thoroughly describe a population, situation, or phenomenon. It can answer the

questions what, where, when, and how, but not why. To investigate one or more

variables, a descriptive research design can employ a wide range of research

methods. In contrast to experimental research, the researcher does not control or

manipulate any of the variables, but only observes them.

46
Research Locale

The research will conduct in Tayabas Quezon, where various wine

drinkers can be found. As a result, the researchers will conduct research in

Tayabas Quezon, which has a rapidly growing population and a large number of

wine drinkers.

Population and Sampling

The study's respondents are 157 customers from various alcohol

beverage stores in Tayabas, Quezon. The respondents will be chosen on

purpose. This method selects the population by only selecting customers who

purchased alcohol and alcohol drinkers.

Respondents of the Study

The study's respondents are one hundred fifty-seven (157) customers

from various alcohol stores in Tayabas, Quezon who will be chosen on purpose

to determine their taste and preference in chocolate-wine.

47
Determining sample size

The sample size for this study was calculated using Taro Yame's formula

with a 95% confidence level.

The calculation presented as follows.

n = N

1 + N (e)2

n = 260

1 + 260 (0.05)2

n = 157

Research Instrument

A questionnaire will be used by the researcher to collect data in response

to the study's specific information. The researchers used self-made

questionnaires to collect the responses of their respondents for this research

study. The questionnaire will be designed in the form of a checklist, and

respondents will be asked to respond to specific statements by indicating and

rating their preferred response. To avoid conflicts among respondents, the

questionnaire forms were written in a clear and concise manner. The likert type

rating scale facilitated respondents in responding to the questionnaire. The

48
questionnaire will be divided into two parts. Part I would determine the

respondents' demographic profile in terms of age, gender, and civil status. Part II

consists of questions designed to improve consumers' taste and preferences in

chocolate wine. This will thereby identify the perception of the respondents on

the given variable.

Data gathering procedure

To collect the necessary data and information, the researcher drafts a

transmittal letter that is addressed to the various wine stores in Tayabas,

Quezon. The permission of the researcher adviser was sought in order for the

researchers to conduct a study. Self-made questionnaire with respondents will

also be conducted as planned. These would provide the necessary information

for the study. Following that, the quantitative method will be used to transcribe

the survey results of the study.

Data analysis procedure

The information gathered will be tallied, tabulated, analyzed, and

interpreted. The weighted mean will be used to determine customer participation

in Tayabas, Quezon. The summated scale points and adjectival interpretations

listed below will be referred to for analysis.

49
Scale points range: Quality Description Weight

3.26 – 4.00 Very Influential (SI) 1

2.51 – 3.25 Influential (I) 2

1.76 – 2.50 Not Influential (NI) 3

1.0 – 1.75 Very Not Influential (VNI) 4

Statistical Treatment

∑fx
X=----------------

_
X = Weighted mean

∑ = Summation

f = frequency

x= weighted of each option

N= total number of respondents

50