Antecedents of Consumers’ Preference for Canned Goods: A Multivariate Approach

Abstract

This study aims to identify the predictors of consumers' preference for canned goods, focusing on sociodemographic factors, brand awareness, brand loyalty, brand love, and brand familiarity. Given the competitive landscape of food products, where each item must be safe, aesthetically pleasing, and consistent with its brand image, understanding the factors that drive consumer preference is crucial. The research addresses the gap in literature concerning how these specific predictors influence consumer choices, particularly in the context of the Philippines, where canned goods play a significant role due to their convenience and long shelf life. Using a descriptive-causal cross-sectional research approach, the study surveyed 150 respondents from different offices of a private, non-sectarian university in Davao City who are consumers of canned goods. The ordinal logistic regression analysis revealed that brand loyalty significantly predicts overall preference towards canned goods, indicating that increased brand loyalty increases the likelihood of preference for these products. Other predictors, such as brand awareness, brand love, and brand familiarity, were not found to be significant. Additionally, the study found that the majority of respondents have a high preference for canned goods, with 81.3% expressing this sentiment. These findings highlight the importance of maintaining a strong brand image and suggest that canning companies should focus on building and sustaining brand loyalty to enhance consumer preference. The study contributes to the body of knowledge on consumer behavior and provides valuable insights for manufacturers, policymakers, and future researchers to improve the marketing strategies and quality of canned goods in the Philippine market.