KAKANIN ON PERIL OF MODERNIZATION 1

Kakanin on Peril of Modernization: An Analysis of Consumer Behavior on Traditional

Delicacies among Youth in Lagonoy, Camarines Sur

Jannine B. Gonzales
Aileen M. Napase
Dorris B. Remodo
Shiera Mae A. Reondanga

Submitted in partial fulfilment of the requirements for the Degree of

Bachelor of Science in Business Administration
Major in Financial Management
College of Business and Management
Partido State University
Goa, Camarines Sur

December 2022
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Abstract

         The Filipino food culture is fundamentally based on kakanin, or native delicacies. These

are sweet snacks or sweets that are made with rice, sweet rice, or root vegetables and are

typically slow-cooked with coconut or coconut milk. They may be really sweet, and most young

people love them. According to Luna, David and Mark, (2001), as globalization felt across

society, the lifestyles on consuming food products influenced by foreign lifestyles. In terms of

food consumption, society's way of life has evolved toward a foreign way of life, particularly

among teens. Traditional “kakanin” consumption is no longer preferred especially amongst youth

they indulge fast food as it is considered more influential. This study aims to assess the consumer

behaviour of youth towards traditional delicacies. The study applies a mixed method design.

Data were collected through a survey questionnaire that was given to a 60 random youth

respondents in Lagonoy. Using a Value-Belief-Norm (VBN) theory, the study found that

awareness, values, beliefs, norms and preference are factors affecting consumer behaviour and

age, gender and income act in part as moderators. Accordingly, the result of this study provides

traditional food vendor with insights for efficient marketing strategies to fascinate and retain

local customers.

Keywords: VBN, traditional, kakanin, globalization, youth, preference, awareness, values,

beliefs, norms.
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Introduction

RESEARCH TITLE: KAKANIN ON PERIL OF MODERNIZATION: AN ANALYSIS OF

CONSUMER BEHAVIOR ON TRADITIONAL DELICACIES AMONG YOUTH IN

LAGONOY

Introduction

Society's style of living has evolved toward a global way of life in terms of food

consumption as globalization is seen across society. The desire for traditional "kakanin" food has

decreased, especially among young people who prefer fast food because they believe it to be

more filling. According to Fernández-Ferrn et al. (2018), traditional food is frequently described

as a category of regional cuisine with a comparatively lengthy history among regional food

products. In this perspective, traditional cuisine serves as a symbol of a group that is native to a

place and a culture that developed inside Bertozzi's domain (1998). Jordana (2000) highlights the

close connection between local dishes and tradition, saying that "for a product to be traditional, it

must be related." Almost all “kakanin” varieties have distinct, unusual, and quirky names. Every

one of them has a history as rich and ingrained in our culture as the delicacy it refers to. Native

delicacies are well-known in Lagonoy's Partido district in Camarines Sur. Binamban is one of its

well-known foods (dubbed as the Glorious Food of Lagonoy). The majority of the existing

literature is limited to examining and describing consumer motivations toward and perceptions of

traditional foods. In addition to binamban, they also have arroyo, balisuso, bibingka, cassava roll,

latik, etc. For instance, Guerrero et al. (2009, 2010) were able to elicit words relating to

traditional food items through interviews. Almli et al. (2011) looked at consumers' opinions of
KAKANIN ON PERIL OF MODERNIZATION 4

traditional foods in terms of qualities and how they show themselves to others, and Pieniak et al.

(2009) addressed the motives for consuming traditional meals.

          In order to understand how young people in Lagonoy behave when purchasing traditional

foods, the current study applies the value-belief-norm (VBN) theory. The VBN theory has been

used to explain people's pro-environmental behaviors (Stern et al., 1999). In spite of the fact that

the VBN theory was developed and is frequently applied in environmental protection studies,

individuals also develop their own personal norms to engage in specific behaviors in a variety of

pro-social contexts (Schwartz and Howard, 1981). Prior research has found a strong correlation

between consumers' preference for local foods and their social integration into their community,

which is based on reciprocity and shared values (Gracia et al., 2012; Weatherell et al., 2003). In

light of this, consumers choose local foods not only for their benefits but also because they want

to support farmers and the local community. Consequently, the VBN theory can be applied to the

current study context, where people feel obligated to engage in pro social behavior (i.e., to

support the community and the nation by buying goods from a specific region that are related to

the region's heritage). In addition, while studies have generally found socio demographic factors

like age and gender to be significant in predicting food consumption, comparisons across studies

have produced inconsistent findings regarding the importance of this relationship. In order to

better understand the relationship between social norms and behavioral intention as well as

between perceived beliefs, personal norms, and behavioral intention, this study looks at the

moderating effects of gender and age.

           This study applies the VBN theory to examine youth behavior toward traditional products

in order to close the gaps in the literature on traditional products. This study also makes an effort

to broaden the scope of the VBN theory by incorporating a crucial concept known as social
KAKANIN ON PERIL OF MODERNIZATION 5

norms. Prior studies have demonstrated that social influence and moral responsibility regulate

people's conduct in pro-social situations (e.g., Schwartz and Howard, 1981; Stern et al., 1999).

This finding backs with Fishbein's (1967) claim that objective and social norms can both help

make pro social behavior more predictable.

           This study will make a significant theoretical contribution by creating and testing a

consumer behavior model for conventional products in a setting that has not been extensively

studies.  The identification of the process through which consumer attitudes influence young

purchase intentions for traditional products will also add to the body of literature on hospitality.

Empirically, the results of this study can help traditional product providers create successful

marketing plans to maintain market competition.

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Methodology

Research Methods

The purpose of this study is to have an in-depth analysis on consumer’s behavior on

traditional delicacies among youth in Lagonoy, Camarines Sur. This study will use a mixed

method, both quantitative and qualitative methods to address the gap. Both quantitative and

qualitative methods to analyze the consumer behavior towards traditional delicacies amongst

youth wherein quantitative method is used to quantify attitudes, opinions, and behavior of youths

in Lagonoy towards traditional delicacies, and qualitative methods is used to accumulate

qualitative data where interviews, open- ended question in the questionnaire and observations are

utilized. This study was no manipulation and controlling of variables, hence, non-experimental.

Research Design

In descriptive research design the researchers will describes and interprets what is and reveals

the behavior on traditional delicacies on youth of Lagonoy, Camarines Sur, that exist and do not

exist. It is fact finding study that allows the researcher to examine the characteristics, behavior

and experiences of the respondents.

Sampling Techniques

As for the respondents the researcher will use a convenience sampling technique to

Population and Sample

They will conduct 60 random youth as respondents that are currently residing in Lagonoy,

Camarines Sur.
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Data Gathering technique

The researcher will use a survey questionnaire to be conducted at Lagonoy Camarines Sur,

face to face to gather the data needed. The researcher will gather data for market research from a

readily accessible pool of respondents. The personal information of the participants will not be

identified in this research.

Analysis

SPSS Version 20 was used for the analysis of the quantitative data. The demographics profile

of Lagonoy youth were analysed using descriptive statistics. The study runs a multivariate

regression (a term first used by Karl Pearson, 1908) is an extremely useful extension of simple

linear regression in that we use several quantitative (metric) dichotomous variables in

combination rather than just one variable to predict or explain the value of quantitatively

measured criterion (outcome/dependent) variable to determine the level of awareness of the

youth on native delicacies amidst modernization, asses the value, belief and norms of the youth

on their intention to purchase native delicacies.

Furthermore, the qualitative data was subjected to content analysis. Through a systematic,

precise, and careful coding process and the identification of themes or patterns, this tool was

used to subjectively analysis the substance of text data from open-ended survey questionnaires.

Qualitative research is a research strategy that usually emphasizes words rather than

quantification in the collection and analysis of data. (Bryman 2008a: 366)

KAKANIN ON PERIL OF MODERNIZATION 8

Results

The survey was completed by 60 youth respondents residing in Lagonoy. Table shows the

demographic and other characteristics of the respondents. Almost of the respondents are female

(55 %) and male (45 %) and had an average age of 16 years old. Majority of the respondents are

student and doesn’t have a work and income.

Profile Indicator Frequency Percentage

Age 15 2 3.33%
16 25 41.67%
17 9 15.00%
18 2 3.33%
19 4 6.67%
20 2 3.33%
21 5 8.33%
22 2 3.33%
23 2 3.33%
24 3 5.00%
25 4 6.67%
Total 60 100%
Gender Female 33 55%
Male 27 45%
Total 60 100%
Employment Status Regular 0 0%
Casual 4 7%
Seasonal 0 0%
Project 0 0%
Fixed Term 0 0%
Probationary 0 0%
Others. 56 93%
Total 60 100%
Income less than ₱ 10,000 4 7%
₱10,001 - ₱20,000 0 0%
₱20,001 - 30,000 0 0%
₱40,001 - ₱ 50,000 0 0%
Others. 56 93%
Total 60 100%
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Altogether sixty respondents participated in the survey. The Table 1 reveal out of the data

collected, (55%) of the respondents were female and (45%) were male. Hence the results reveal

that majority of the respondents who purchase native delicacies are female. Regarding the age of

the consumers, the major portion of native delicacies consumer falls under 16 years old with

(41.67%). This shows that respondents in this age are well informed about native delicacies

because they buy more than respondents in other age. Majority of the youth respondents

purchasing native delicacies products include people who are still studying (93%). As a result,

this leads us to believe that students spent more money on local/native delicacies. Only 7% of the

respondent’s income falls under less than ₱10,000 and the rest goes to others which are not

applicable. This result shows that youth who have no income yet prefer to purchase native

delicacies. But the price variations have a significant impact on these responses. Their

purchasing habits may change if native delicacies are slightly more expensive.

TABLE 2: Level of awareness of youth on native delicacies amidst modernization

Statement(AWARENESS) Mean Descriptive Interpretation

S1.Native delicacies contain more natural ingredients than
Strongly Agree
foreign delicacies. 4.43
S2. Native delicacies are more nutrition than foreign delicacies 4.27 Strongly Agree
S3. I am aware of the point of purchase for native delicacies. 4.30 Strongly Agree
S4. I am aware of the health and environment benefits offered
Strongly Agree
by native delicacies. 4.38
S5. I am aware of various symbols/labels/Certification/other
identifiers which declare the product as traditional delicacies. 3.90 Agree
Average 4.26 Strongly Agree

Table 2 shows level of awareness of youth on native delicacies amidst modernization. It

shows further that most of the youth respondents strongly agreed to almost all indicators that
 KAKANIN ON PERIL OF MODERNIZATION 10

asked about the level of awareness of youth on native delicacies amidst modernization in

Lagonoy, Camarines Sur. On the other hand, they are unaware of the various certifications and

labelling provided. Therefore, this is the factor that has the least impact on whether someone will

buy a native delicacies product

This indicates that majority of youth customer of native delicacies can afford to avail the

product considering that the result shows to have an overall result of Strongly Agree. This

implies that level of awareness of youth on native delicacies amidst modernization, the higher

their intention to purchase them.

Table 3: Assess the value of the youth on their intention to purchase native delicacies

Statement (VALUES) Mean Descriptive Interpretation

S6. Traditional food represents intended outcomes or
aspirations from emphasizing cultural tourism. 4.38 Strongly Agree
S7. Traditional food means of bringing economic impact
across the destination 4.33 Strongly Agree
S8. Traditional food preserve and emphasize the cultural
uniqueness of a particular location 4.45 Strongly Agree
S9. Traditional food promotes the active preservation and
protection of important local resources. 4.38 Strongly Agree
S10. Traditional food has more nutrients and less calories as
well as a strengthened cultural capacity and overall well-
being. 3.92 Agree
Average 4.29 Strongly Agree

Table 3 assess the value of the youth on their intention to purchase native delicacies.

Further evidence demonstrates that the majority of young people who responded strongly agree

concur with virtually all indications assessed on the values of the youth on their intention to

purchase native delicacies in Lagonoy, Camarines Sur. However, they are not aware of

traditional food has more nutrients and less calories as well as a strengthened cultural capacity

and overall well-being.

 KAKANIN ON PERIL OF MODERNIZATION 11

This implies that majority of youth customer driving force to consume native delicacies

considering the average results of 4.29 with descriptive interpretation of strongly agree. With this

we assess the value of the youth on their intention to purchase native delicacies, the more we

engage in preserving the traditional food, and greater will be their willingness to buy native

delicacies.

Table 4: Assess the belief of the youth on their intention to purchase native delicacies

Statement (BELIEFS) Mean Descriptive Interpretation

S11. When I think about traditional food, I think about special
occasions and/or celebrations. 4.20 Strongly Agree
S12. Traditional food has an authentic origin or raw material. 4.10 Agree
S13. When I think about traditional food, I think about food
products that my parents and grad parents already ate 4.22 Strongly Agree
S14. Traditional food has an authentic recipe 4.33 Strongly Agree
S15. For me, traditional food is typically something one can
eat very often 3.77 Agree
Average 4.12 Agree

Table 4 assess the belief of the youth on their intention to purchase native delicacies. It

shows further that 3 out of 5 strongly agreed to indicators that assess the belief of the youth on

their intention to purchase native delicacies. . On the other hand, they are confused that

traditional can eat often therefore; this is the factor that has the least impact on whether someone

will buy a native delicacies product.

This implies that majority of youth consumer towards native delicacies considering the

average results of 4.12 with descriptive interpretation of agree. With this we assess the beliefs of

the youth on their intention to purchase native delicacies, the more unique its recipe, and greater

will be their willingness to buy native delicacies product.

 KAKANIN ON PERIL OF MODERNIZATION 12

Table 5: Assess the norms of the youth on their intention to purchase native delicacies

Statement (NORMS) Mean Descriptive Interpretation

S16. Traditional food represents intended outcomes or
aspirations from emphasizing cultural tourism. 3.83 Agree
S17. Traditional food means of bringing economic impact
across the destination 3.53 Agree
S18. Traditional food preserve and emphasize the cultural
uniqueness of a particular location 3.77 Agree
S19. Traditional food promotes the active preservation and
protection of important local resources. 3.73 Agree
S20. Traditional food has more nutrients and less calories as
well as a strengthened cultural capacity and overall well-
being. 3.78 Agree
Average 3.73 Agree

Table 5 assess the norms of the youth on their intention to purchase native delicacies. It

shows further that all agreed to indicators that assess the belief of the youth on their intention to

purchase native delicacies. On the other hand, they are unaware that traditional food can bring

economic impact therefore; this considered that has a least impact on whether someone will buy

a native delicacies product.

This implies that majority of youth consumer towards native delicacies considering the

average results of 3.73 with descriptive interpretation of agree. With this we assess the norms of

the youth on their intention to purchase native delicacies, the more aspiration to intend traditional

food, the greater will be their willingness to buy native delicacies product.

Table 6: Evaluate the preference of youth on native delicacies amidst modernization.

Statement (PREFERENCE) Mean Descriptive Interpretation

S21. Tastes of native delicacies justify its price. 3.97 Agree
S22. I prefer native delicacies with presentable packaging 3.92 Agree
 KAKANIN ON PERIL OF MODERNIZATION 13

aside from its taste

S23. Do you think product quality influences your purchase
decision 4.15 Agree
S24. Claims of native delicacies about nutrition contains is
true. 4.17 Agree
S25. Eating native delicacies makes me feel good
4.37 Strongly Agree
Average 4.11 Agree

Table 6 evaluate the preference of youth on native delicacies amidst modernization and it

shows that most of the respondents agreed on every statement that was given to them. On the

other hand, the statement that says “native delicacies make me feel good” got the highest mean

with 4.37 and with descriptive interpretation of strongly agreed.

This indicates that the majority of youth customer of native delicacies really do support

and loved native delicacies and considered it as there habitual product to purchase.

Table 7: Influence level of awareness, values, beliefs and norms of the youth on their

preference to native delicacies

Table 7: Multivariate Regeression will be utilized to investigate the influence of level of

awareness, values, beliefs, and norms of the youth on their preferences to native delicacies.
KAKANIN ON PERIL OF MODERNIZATION 14

Model Term Coefficient Std. Error t Sig. Importance

intercept -0.148 0.751 -0.196 .845
Values 0.430 0.150 2.864 .006 0.466
awareness 0.353 0.131 2.684 .010 0.409
Norms 0.119 0.099 1.198 .236 0.082
Age 0.015 0.019 0.771 .444 0.034
Beliefs 0.048 0.122 0.395 .694 0.009

Table no. 7 shows the levels of awareness, values, beliefs and norms of youth towards

traditional delicacies. Multiple regression analysis was run to predict the influence level of

awareness, values, beliefs and norms of the youth on their preference to native delicacies.

The results revealed that values (with Sig .006) and awareness (with .010) are significant and

are important on youth on their preferences to native delicacies.

Discussion

Sixteen (16) year olds made up the majority of responses. Females received higher

percentages than males (41.67%), and the majority of them were students. Thus the interpretation
KAKANIN ON PERIL OF MODERNIZATION 15

of the results on table 1 supported by, Vari et al. (2016) where women tend to engage in more

health-promoting behaviours and have healthier lifestyle patterns than men.

The highest weighted mean, which indicates that this part of respondents were extremely

aware of the natural ingredients of native delicacies compared to international delicacies, was

4.43% when measuring the level of awareness of youth on native delicacies in the middle of

modernity. In a follow-up interview, it was discovered that following the epidemic, people are

more conscious about their health and food intake. Young people are more worried about the

healthiness of their favorite traditional meals, according to Table 2, which is corroborated by a

short survey in West Sumatra (David & Darwin, 2014). For consumers' attitudes toward organic

products, Soler et al. (2008); Freeland-Graves and Nitzke (2002); and Soler et al. (2008) cite

awareness and knowledge as the two most important crucial variables.

In a assessing of the value of the youth on the intention to purchase native delicacies the

researcher obtained a total mean of 4.29 from all the youth respondents with the descriptive

interpretation of "Strongly Agree." This indicates that the respondents still place a high value on

traditional food and that they wanted to purchase it since it was an affordable local product and a

dish that was in locale of Lagonoy. During follow up interview, they told us they choose native

delicacies because, it gives them satisfaction of easily get full because it's heavy on the stomach;

most of them were have a limited school pocket given to them by their parent. Authenticity is

viewed as a key feature in the social building of heritage places, according to Lindholm C.

(2008). Authenticity was described by him as being "original, true, and pure; they are what they

say they are; their origins are known and verified; and their essence and appearance are one."

Establishing a provenance for something, giving it a name, and knowing its root to confirm its

origin are requirements for demonstrating its authenticity.

KAKANIN ON PERIL OF MODERNIZATION 16

In a assessing of the belief of the youth on their intention to purchase native delicacies the

researcher got the total mean of 4.12 in all the youth respondents with the descriptive

interpretation of "Agree". That means that the respondents still believe that native delicacies are

product that they still wanted to buy over fast food /foreign food products. Local food, which is a

crucial component of many travel trip experiences, Bessière J (2009) claims, contributes to a

place's identity. Food is frequently a key market of individual and group identity, according to

the statement that "destinations can distinguish themselves in the eyes of potential customers by

using and promoting local cuisines."

This study aimed to evaluate the consumer behaviour on traditional delicacies among

youth amidst peril of modernization. As per the survey conducted, the results reveal that a major
KAKANIN ON PERIL OF MODERNIZATION 17

portion of the youth respondents were aware of the benefits gained from the consumption of

native delicacies products. On the other hand, the level of awareness was comparatively higher.

During follow up interview, it was learned that after the pandemic they are most aware on health

benefits of their food intake.

Among the youth who currently go to school. Even though the consumers are aware

about the superiority of the native delicacies when compared to foreign delicacies, their

consumption rate is comparatively less. Some of the prominent reasons are:

1. High price for native delicacies

2. Inconvenient packaging

3. Lack of consistency of availability in store

4. Lack of information regarding the product

5. Lack of trust

6. Lack of exposure to social media.