Authors
ABSTRACT
This study assessed the factors influencing the consumption behavior
of Philippine Carabao Center’s (PCC) choco-carabao milk at Visayas State
University (VSU), Baybay CityLeyte. Using proportionate random sampling, the study surveyed a total of 630 respondents. Consumption behavior was measured through the frequency of purchase, the number of bottles purchased per week, and the estimated weekly budget and expenditure for choco-carabao milk. These behaviors were analyzed using three different regression models. Results showed that different variables affected these measures of consumption behavior. The frequency of purchasing was mostly influenced by parental influence and the level of education of faculty and staff. On the other hand, the number of bottles purchased per week was negatively affected by the level of education, the distance of the shop, and the friendliness of store staff. Finally, the weekly budget
for choco-carabao milk was negatively affected by the distance to the store and the price of the product.
