Consumers’ Buying Preferences

Between Milled Corn and Rice

in Isabel, Leyte

VISAYAS STATE UNIVERSITY ISABEL

Isabel, Leyte

RAMIL LAWAS VILLAVER

August 2024
CONSUMERS’ BUYING PREFERENCES BETWEEN MILLED CORN AND
RICE IN ISABEL, LEYTE

AN UNDERGRADUATE SPECIAL PROBLEM PROPOSAL

PRESENTED TO THE FACULTY OF THE
DEPARTMENT OF BUSINESS MANAGEMENT
VISAYAS STATE UNIVERSITY ISABEL

IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS FOR THE DEGREE OF
BACHELOR OF SCIENCE IN AGRIBUSINESS

RAMIL LAWAS VILLAVER

August 2024

i
 TABLE OF CONTENTS
TITLE PAGE
TITLE PAGE i
TABLE OF CONTENTS ii
LIST OF TABLES iii
LIST OF FIGURES v
LIST OF APPENDICES vi
LIST OF APPENDIX EXHIBITS vii
CHAPTER I. INTRODUCTION
Background of the study 1
Statement of the problem 3
Significance of the study 4
Scope and Limitations of the Study 5
Operational definition of terms 6
CHAPTER II. REVIEW OF LITERATURE
CHAPTER III. METHODOLOGY
Research design 29
Sample and Locale of the study 29
Research Instrument 31
Collection of the data 33
Ethical Considerations 34
Analysis of the data 35
REFERENCES 37
APPENDICES

ii
 LIST OF FIGURES
FIGURE PAGE
1 Vicinity Map of Isabel, Leyte 33

iii
 LIST OF APPENDICES
APPENDIX PAGE
A Blank Survey Questionnaire 50

B Letters of Permission 62

iv
 LIST OF APPENDIX EXHIBITS

APPENDI PAGE
X
EXHIBIT
NO.

1 Numbers of Respondent by Barangay 65

v
 LIST OF APPENDIX TABLES

APPENDI PAGE
X
EXHIBIT
NO.

1 Sample size Barangay 67

2 Continuum tables 68
 CHAPTER
vi 1

INTRODUCTION

Background

Two of the most commonly consumed staple foods are rice and corn.

Rice (Oryza sativa L.) originated in Southeast Asia around 8,000-

15,000 years ago (Maberly et al., 2014). It has become a crucial food crop for

a significant portion of the world’s population, particularly in East and

Southeast Asia, where rice constitutes 95 percent of their staple diet

(Britannica, 2022).

Rice is an important staple in the Philippines and a food constant to

millions of Filipinos. Meals in the Philippines will not be complete without

some form of rice on the table (Mamiit, R. J. (2016). Rice is a staple in the

Philippines, with most dishes being served with steaming white or brown rice

on the side. Rice is also one of the main ingredients in several snacks

or kakanin and even desserts. Unsurprisingly, the Philippines ranks high

alongside countries such as China and India when it comes to rice

consumption globally (Statista.com (2023). Because of its importance, rice

has become the most socially, culturally, economically, and politically

sensitive commodity in the Philippines, and ensuring adequate, stable, and

affordable supply is paramount (Mamiit, 2021). Likewise, even without much

attention given by the government, white corn still thrives today and continues

to act as a buffer staple during critical periods of inadequate rice production

(Padrid, et al., 2019).

 On the other hand, lesser per capita consumptions of well-milled rice

were observed in Region V (Bicol Region) and Region VIII Eastern Visayas)

at 8.67 kilograms and 11.77 kilograms, respectively (Mapa, 2021). For the

regular-
 2

milled rice, the average annual per capita consumption was estimated at

66.52 kilograms (Mapa, 2021).

Another staple food in the Philippines is corn. Corn is the second most

important cereal crop after rice, both as a source of livelihood and as a staple

food for human consumption (Navarro, 2020). It has been used as a staple

food and has been consumed mostly by people in the marginal uplands of

North and Eastern Luzon, Central and Eastern Visayas, and Northern and

Western Mindanao (Lina et al., 2014). Additionally, yellow corn is important in

Asia as a livestock feed and staple food, wherein about 70% of the total corn

production is for human consumption while the rest is used as livestock and

poultry feed (Maloles, 2018). The increasing importance of white corn is seen

because, unlike yellow corn, even if not marketed, white corn can still be kept

for home consumption (Padrid, et al., 2019).

A relatively cheap and nutritious alternative is white corn grits. But it is

an option that a majority of Filipinos, being much accustomed to rice, may find

difficult to consider, the researchers are looking at rice-corn grits mix as a

healthier and more acceptable alternative (Dizon, et al., 2018). Additionally,

rice-corn mixture is a good substitute to white rice. Corn has a low glycemic

index and so making it part of a standard diet can help address the rising

incidence of diabetes in the country (Dizon, et al. 2018).

The existing researches primarily focus on broad food preferences, thus

a detailed investigation of cultural and local influences on consumer choices

between milled rice and corn warranting a targeted investigation in this field is

needed. These researches lack a detailed exploration of the factors shaping

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their choices. There is an existing competition for these grains in the market

that should be given attention.

Hence, this study will focus on rice and corn because it concerns

consumers’ choice of rice or milled corn for consumption. This will examine

the preferences of households in Isabel, Leyte, and their reasons for buying or

not buying either rice or milled corn. This research aims to investigate to

better understand the details of consumer buying decisions and contribute

valuable insights to inform marketers and traders of local grains. This issue is

getting bigger and the government must intervene to improve the quality of

rice and corn in the Philippines as well as create programs to support rice or

milled corn. The findings will contribute to a better understanding of the

factors for consumer’s preferences between milled corn and rice.

Statement of the Problem

The main of the study is to determine the preference of Isabel, Leyte,

and households for buying between milled corn and rice. There are many

varieties of rice or corn available on the market, which makes it confusing for

consumers to decide which staple food (rice or corn) is the best. Additionally,

consumers' preferences for the qualities of corn or rice vary. There are

moments when there is a shortage of local rice and corn, and the costs are

greater than those of imports. Besides, there is a need to use corn as an

alternative to rice since rice is already expensive and its supply is not enough

to meet the demand for household consumption.

 4

Specifically, this research aims to address the following research

questions:

1. What are the socio-economic profile of the respondents in terms of:

1.1. age;

1.2. gender;

1.3. address;

1.4. marital status;

1.5. household size;

1.6. occupation; and

1.7. monthly income.

2. What are the primary factors influencing the consumers’ buying

preferences in Isabel, Leyte when choosing between corn and rice as

staple foods in terms of:

2.1. cultural and traditional factors;

2.2. economic factors;

2.3. availability and accessibility of corn and rice;

2.4. consumer satisfaction;

3. Which staple food is more preferred by consumers?

4. What are the reasons for buying or not buying corn or rice?

Significance of the Study

The study findings are useful to consumers, researchers, and other

researchers. The following are the benefits stakeholders in the study.

 5

Consumers. They will benefit from milled corn and rice, milled corn

and rice can be mixed because it equalizes the benefits they can get like corn

is high in dietary fiber, healthy lifestyle, and more. rice is a rich source of

carbohydrates, the body's main fuel source.

Researcher. This study will enhance their managerial and operational

skills and acquire more knowledge, skills, and experience in rice and corn.

Other researcher. The outcome of this study will serve as a guide for

the other researchers who will conduct related studies.

Future Researcher. The study could be utilized as baseline data for

future studies.

Scope and Delimitation of the Study

While this research aims to provide valuable insights into the

consumers buying preferences between milled corn and rice in Isabel, Leyte,

it is important to acknowledge certain limitations.

The study will be conducted in Isabel, Leyte specifically living in 24

barangays for consumers who buy milled corn and rice. The researcher will

establish the socio-economic characteristics of the respondents in the

barangays and consumers buying milled corn or rice or both in Isabel, Leyte.

The researcher will conduct the survey primarily with milled corn and rice and

the time duration of the study will be from March to July 2024.
 6

Operational Definition of Terms

Definitions of key terms used in the study on the consumers' buying

preferences between milled corn and rice in Isabel, Leyte. Here are some

operational definitions:

Buying Preferences. For this study, consumer buying preferences

refer to the conscious and unconscious choices made by consumers between

purchasing either corn or rice as their preferred staple food. It is determined to

know whether they prefer rice, corn, or both.

Consumers. This refers to the entire family consuming the purchase of

rice and corn from the public market, grocery store, rice mill, or retail store in

the community.

Isabel, Leyte. This is related to the province of Leyte's first class of

municipality. It is the location of the study's conduct.

Milled Corn. It refers to the local grain that has undergone a milling

process resulting in its transformation into various forms commonly available

for consumer purchase in Isabel, Leyte market.

Rice. It refers to the local grain that has undergone the milling process

to produce diverse forms of processed rice products commonly found in retail

outlets and available for consumer purchase in the Isabel, Leyte market.
 7

CHAPTER II

REVIEW RELATED LITERATURE

This chapter discusses the relevant literature and studies that the

researcher considered in strengthening the claim and determining the

consumers' buying preference between milled corn and rice.

Primary Factors Influencing the Consumers’ Buying Preferences When

Choosing Between Milled Corn and Rice

Cultural and Traditional Factors

Cultural heritage embodies indigenous culture, values, and traditions

inherited from previous generations. For areas that boast rich cultural

heritage, its influence permeates the types of food and how they are

produced, value addition, processing, and indigenous preferences for them

(Brulotte & Di Giovine, 2016).

Culinary Practices. Cultural preferences for specific traditional dishes

or cooking methods associated with either milled corn or rice may significantly

impact consumer choices.

Filipino cuisine is perfectly aligned to serve rice at every meal. Rice is

eaten at breakfast, lunch, and dinner (Global Rice Science Partnership

(GRiSP), 2013). In addition, desserts and snacks also often include rice.

Hence, its prevalence demonstrates its cultural significance (Global Rice

Science Partnership (GRiSP) 2013). They aim to achieve rice self-sufficiency,

but the Philippines is still a net rice importer due to stagnating yields (Global

Rice Science Partnership (GRiSP) 2013). Rice is the foundation for a cultural

and culinary understanding that goes beyond being a simple side dish, it is a
 8

food that connects people and allows them to share their favorite way of

preparing or eating rice. (Wehmeyer, 2021). On the other hand, at the heart

of Filipino meals, rice is the staple grain that accompanies almost every dish.

Whether steamed, fried, or transformed into comforting porridge, rice is a

beloved and versatile ingredient (Bria.com,2023).

Celebrations and Rituals. Cultural festivities and religious rituals often

involve specific grains like rice and corn, influencing the preference for these

products depending on their symbolic significance.

The value of rice in the Philippines goes beyond its role as a staple

food in the country and other neighboring countries in Asia, rice is deeply

embedded in the daily routines as well as in rituals and festivities among

several ethnolinguistic groups in the Philippines (National Museum of the

Philippines.com, 2021). In a Filipino meal, regardless of socioeconomic

status, the partaking of rice is marked by Although commoditized and

symbolically marginalized in the formal Catholic ritual of the mass, rice retains

some significance in rituals such as weddings (Aguilar,2013). Alternatively,

uncovering the golden kernel of culture, it dives into corns pivotal role in

global festivals, from sacred rituals to sumptuous feasts, and celebrate its

enduring agricultural and symbolic (Kristina, 2023).

Dietary Patterns. Dietary traditions can shape preferences for milled

rice or corn as staple foods.

Generalized ordered logistic regression analysis in a study indicated

that the dietary patterns were associated with different factors, specifically

sex, age, educational attainment, marital status (Juras et al., 2022). Moreover,
 9

health issues related to an unbalanced diet and low nutrients are associated

with high rice consumption, especially white rice (Wehmeyer,2021). In terms

of consumption, the diet of rice-based farming households in Region III is

mainly composed of rice and rice products, and rice contributed a significant

amount to their total per capita calorie (49.1%), protein (11.7%), and iron

(31.7%) intakes (Ballesteros et al., 2018). Likewise, in the Philippines, the

consumption of whole grains such as brown rice and corn is encouraged and

included in one of the dietary guidelines in Pinggang Pinoy (my plate) (Ducay

et al., 2022).

Perceived Health Benefits. Cultural beliefs about the health benefits

of milled rice or corn may sway consumer choices, as certain cultures

associate specific grains with better nutritional value (Mazmanyan, 2023).

Consumer preferences for rice and corn are influenced by various factors,

including nutrients (Bussel, 2023).

Rice is higher in calories and carbohydrates, namely net carbs, such

as sugars and starch while corn is richer in dietary fiber, fats, and protein,

except for tryptophane (Ballesteros et al., 2018). Rice is an easy and cheap

source of calories and micronutrients all year round, including ecotypes with

different textures, tastes, and nutritional values (Mazmanyan, 2023).

Additionally, rice contains almost 3 times more calcium and iron and more

copper (Bussel, 2023). Moreover, rice is higher in calories and carbohydrates,

such as sugars and starch. Also, the dietary fiber content of rice is mainly

found in the hull and bran of rice kernels (Bussel, 2023). However, rice does

not contain significant amounts of lutein and zeaxanthin (Bussel, 2023).

 10

On the other hand, corn is overall richer in vitamins, being 4

times richer in vitamin B2 and containing vitamins A, C, and K, which rice

lacks entirely (Ballesteros et al., 2018). Corn also contains 6

times more potassium (Bussel, 2023; Mazmanyan, 2023) and it is a warm-

season annual crop but is grown all year round in greenhouses and it is an

excellent source of vitamins and micronutrients (Bussel, 2023). Similarly, corn

is 2 times richer in magnesium, and somewhat higher in phosphorus and zinc

(Mazmanyan, 2023). Moreover, corn is richer in dietary fiber, vitamins, and

minerals compared to rice, making it a good choice for digestive health,

controlling blood sugar, and promoting weight loss (Bussel, 2023). It is also a

good choice for controlling blood sugar levels due to its high fiber content

(Bussel, 2023). The high fiber content in corn can also help control blood

sugar levels, which is important for weight management (Butler, 2019).

Depending on the degree to which corn is processed, it may either provide

sufficient fiber to lower postprandial glycemic and insulinemic responses or it

may have potential detrimental effects on glycemic control and diabetes when

processed into high glycemic index foods (Sharma et al., 2021). Besides, corn

is a good source of both soluble and insoluble dietary fiber, which can help

increase the viscosity of the gut content and promote satiety (Joye et al.,

2020). Furthermore, regularly eating corn may promote eye health, especially

for those who are at risk of AMD.

Additionally, blood sugar can influence consumers' buying preferences

when choosing between milled corn and rice (Mattei et al., 2015). On the

other hand, rice is higher in carbohydrates, such as sugars and starch, which
 11

can increase postprandial blood glucose and insulin responses (Bussel,

2023).

Furthermore, weight loss can influence consumers' buying preferences

when choosing between milled corn and rice (Butler, 2019). Corn is richer in

dietary fiber and lower in calories compared to rice, making it a good choice

for weight loss (Blumberg,2022).

Therefore, consumers who are looking to lose weight or manage their

weight may prefer milled corn over rice. So, these nutritional differences

between milled corn and rice can indeed influence consumers' buying

preferences based on their specific health and dietary needs.

Economic Factors

Consumers Income Levels. When the rice purchase behavior of

urban Vietnamese consumers was surveyed, it was found that income largely

conditions psychological determinants of certified rice purchase. Compared

with the upper-middle income class, low-income consumers are 16% less

likely to afford certified rice, which reveals Vietnam's challenge to render food

safety inclusive for staple crops such as rice (My, et. al., 2021).

Approximately two-thirds of loose rice buyers are poor (per capita household

income less than USD 3.20 per day), which is six percentage points higher

than the segment of packaged (Bairagi, S., et al., 2021). Middle- and low-

income consumers did not purchase premium rice with low amounts of

percent broken (Cuevas et al., 2016). Results also indicate that soft rice is

preferred by high-income consumers with GC significant at five percent

 12

(Cuevas et al., 2016). Conversely, middle-income consumers discount rice

with higher GC (Cuevas et al., 2016). This study also revealed that per capita

rice consumption significantly affected WTP (Cuevas et al., 2016). However,

the sign changes between high- and middle-income classes which indicate

that high-income consumers spend more per kg of rice as their consumption

increases and middle-income consumers spend less per kg of rice as their

consumption increases (Cuevas et al., 2016). The results of high-income

consumers’ preference for soft rice, as measured by GC values, agrees with

previous studies (Cuevas et al., 2016).

Price. Price is a significant factor. If one commodity is more affordable

due to production costs or market conditions, consumers may shift their

preferences. The control price and low price can significantly influence

consumers' buying preferences when choosing between milled corn and rice

(Cuevas et al., 2016).

The average domestic wholesale price of yellow corn grain in the

Philippines was approximately 20.09 Philippine pesos per kilogram in 2022,

according to Statista (2023). Another study shows that the average domestic

retail price of yellow corn grain in the Philippines was approximately 35.95

Philippine pesos per kilogram in 2022, reflecting an increase from the

previous year (Statista.com,2023).

Conversely, the retail price range for Philippines rice is between US$

0.64 and US$ 1.40 per kilogram or between US$ 0.29 and US$ 0.64 per

pound(lb) (Wamucii, 2024). The average retail price for regular well-milled rice

is around PHP 42.80 per kilogram (Presidential Communications Office.com,

 13

2023). Additionally, the wholesale price range for rice in 2024 is approximately

between US$ 0.45 and US$ 0.98 per kilogram (Wamucii, 2024). Besides, the

prices of rice have been subject to fluctuations, with a significant increase in

2023 (Miguel, 2023). President Ferdinand Marcos Jr. lifted the ceiling on rice

prices in October 2023 (Royandoyan, 2023). President Ferdinand Marcos Jr.

has approved a maximum price of 41 pesos ($0.72) a kg for regular-milled

rice, below the 42 pesos to 55 pesos that prevailed on Wednesday in markets

(Morales et al., 2023).

Supply and Demand for Rice and Corn. Gross Supply is the quantity

of food supplies available before disposal to food and non-food uses

(Philippine Statistics Authority (2020). Supply and demand factors for rice and

corn can impact prices and availability, influencing consumer preferences

(Neps, 2023). Additionally, 18.64 million metric tons is the total utilization in

2022 while 16.79 million metric tons is the total supply and utilization in 2002

to 2022 in million metric tons (PSA, 2023).

The Foreign Agricultural Service (FAS) Manila forecasts for Market

Year (MY) 2022/23 for milled rice production will reach 12.4 million metric tons

(MT), flat with the previous year’s near-record high (Abao, 2022). Rice imports

are seen at 2.8 million MT, 200,000 MT lower than MY 2021/22. Post

forecasts MY 2022/23 wheat imports declining 3 percent to 6.3 million MT, as

the Ukraine conflict results in rising prices and supply challenges (Abao,

2022).

The supply and demand of rice in the Philippines remains reliable

despite the looming effects of many factors including the decision of Russia to
 14

withdraw from the Black Sea Grain Initiative, the decision of India to ban rice

exports, and, the El Niño phenomenon, according to the Department of

Agriculture (DA) (Philippine Information Agency (2023).

Rice is integral to global food security with more than fifty percent of

the world population consuming this crop (Doliente, et.al., 2021). In the fourth

quarter, the local rice supply may reach 6.24 million MT against the demand

of 4.02 million MT, which will mean another 2.22 million MT of buffer stock by

the end of 2022, Marcos said (Bacelonia, 2022). Overall, a total buffer stock of

3.65 million MT by the end of the year will be good for 55 to 60 days

(Bacelonia, 2022). Although several sources claim sufficient rice supply in

relation to the current estimated consumption levels, the Philippines, through

private traders, continue to rely on imports (Statista.com,2023). Importantly,

the supply and demand of rice in the Philippines remain reliable despite the

looming effects of many factors including the decision of Russia to withdraw

from the Black Sea Grain Initiative, the decision of India to ban rice exports,

and, the El Niño phenomenon, according to the Department of Agriculture

(2023).

Conversely, in 2022, the production volume of corn in the Philippines

amounted to over eight million metric tons, slightly lower than the produced

quantity of 8.29 million metric tons in the previous year (Statista.com, 2023).

Corn is expected to supplement some feed wheat demand, while milling

wheat consumption is seen slightly declining for more affordable rice (Abao,

2022). Corn production in MY 2022/23 is forecast at 8.3 million MT,

rebounding from the previous year’s lower level (Abao, 2022). Post forecasts
 15

MY 2022/23 corn imports at 750,000 MT, as feed wheat prices are elevated

by the Ukraine conflict (Abao, 2022).

Availability and Acceptability of Corn and Rice. Availability and

acceptability factors play a crucial role in shaping consumer buying

preferences between milled corn and rice.

With the prevalence of Vitamin A Deficiency (VAD) in millions of Filipino

households, the target is to make Golden Rice available to the market and

cover 10 percent of the total palay production in the Philippines, which will

need 500,000 hectares planted with GR and five years to fulfill this aim

(Medenilla, 2022).

Field corn is usually sold either to a local grain elevator/cooperative or

local processor (corn syrup producers, ethanol plants, etc) (Schneider, 2019).

Corn is a whole grain that’s available in many forms and is inexpensive, too

(Heart.org.com, 2023). Additionally, the processed corn grits can be mixed

with rice, which can serve as a healthier and even cheaper alternative staple

than eating rice alone (University of the Philippines.com, 2022).

Consequently, in a study that primarily aimed to increase the utilization of

Philippine white corn varieties (IPB Var 6 and Lagkitan) towards human

consumption by using nixtamalization to develop rice-corn grits blends with

improved nutritional values compared cooked local rice alone (Hernandez et

al., 2022It is believed that an increase in white corn consumption could help

reduce the Philippines dependence on rice imports (Slow Food

Foundation.com, 2023). Provisioning of trade reforms and policies is one of

the interventions to improve the availability and affordability of rice in the

 16

country, and to protect the welfare of the local rice farmers (Torres, et al.

(2019). Government intervention and support services would not be fully

effective if markets are not integrated, since price signals would not be

transmitted efficiently and gains from trade will not be fully grasped (Torres, et

al. (2019). New varieties continue to be developed by the international and

national rice breeding programs in various countries, but the final say in the

quality acceptability of new varieties apparently rests with consumers and the

market, as demonstrated by the persistent popularity of older rice varieties

(Rerkasem, et., al. (2020).

Geographic Location. Geographical factors impact availability with

areas favoring crops based on climate and weather conditions. Regarding

consumer preference points to purchase rice, 50.27% preferred buying rice at

the local market, and 5.46% preferred the supermarket (Anang et al., 2013).

Transportation Infrastructure. Transportation Infrastructure

influences accessibility, affecting the ease of bringing these products to

market. Rice is normally transported as break-bulk cargo in bags; usually, 20

to 25 kg woven propylene bags, allowing for easy handling and storage.

However, bagged cargo is susceptible to several problems, including wet

damage, tearing and theft, grain spillage from sacks, and attacks by pests

(Mbemngong, et. al. (2022).

There is a need to develop a robust logistics network to ensure timely

and efficient transportation of rice from production centers to export

destinations (Pansari, 2023). Motor vehicles are used or intended to be used

in transport/hauling of palay/ rice/corn whether for exclusive use or hire except

 17

public utility vehicles franchised by proper government agencies (Arcalas,

2019). Moreover, rice is transported as bulk cargo or as break-bulk cargo in

bags (e.g. 100 kg bags of woven jute fabric). Rice is also packaged in smaller

500 g plastic bags and transported in cartons (Transport Information

Service.com, 2020). All shipments of imported rice, including rice of any color,

basmati rice, husked rice, wild rice, and polished rice, will be inspected upon

arrival at the port of entry (Arcalas, 2019). Besides, rail is the most efficient

way to ship rice around the country to retail, repackers, and other end users,

however, a significant decline in the service and reliability was seen (Arcalas,

2019). It goes from the farm field by truck to the country elevator, then by rail

from the county elevator to the domestic user (Arcalas, 2019).

Storage Capabilities. If one grain has a longer shelf life or is easier to

store, consumers may lean towards it. Storage plays a vital role in the food

supply chain, and several studies reported that maximum losses happen

during this operation (Kumar, et. al., 2017). Additionally, in most of the places,

crops are grown seasonally and after harvesting, grains are stored for short or

long periods as food reserves, and as seeds for the next season (Kumar, et.

al., 2017).

The shelf life varies for different types of stored grains; rice, known for

its long shelf life, can last for several years if stored properly while wheat,

corn, oats, barley, and quinoa have a shelf (Consumer Energy Center.

com,2023).

Most types of rice such as white rice have a shelf life of 30+ years

(possibly indefinite) if stored in a sealed, oxygen-free container/bucket that is

 18

in a cool location (70°F or below) (Blair, 2013). A study suggested that once a

container is opened and used regularly the rice should be consumed within

one to two years (Blair, 2013).

On the other hand, the safe corn storage period corresponding to corn

temperature of 55°F and moisture content of 25% is 14 days (for time spent in

the cooling bin) (Sadaka et al., 2016).

Consumer Satisfaction

Satisfied customers would return to purchase and spread positive word

of mouth (Pham & Ahammad, 2017) thus greatly influencing customer loyalty

(Choi & Kim, 2013). It is therefore helpful to identify determinants of customer

satisfaction to improve company performance (Rabo & Ang, 2018).

Taste Preferences. Research has shown that consumer preferences

for rice are influenced by factors such as aroma, taste, and cooking quality

(Guo et al., 2020).

Rice, preferably freshly milled to minimize rancid odors, is preferred for

rice while yellow maize is preferred to avoid the consumer objection to yellow

(Bienvenido,2013). Rice consumers in India prefer polished white rice (Sudha,

et al., 2013). According to the research about consumer acceptance towards

unmilled brown and undermilled rice in urban south India, education regarding

health benefits may help the consumers to switch their selection towards

brown or undermilled rice (Sudha, et al, 2013). About 24.7% indicated that

they prefer locally produced rice to imported, while 7.7%2015) indicated that

Malaysian consumers preferred rice that contained more head rice, lower

amylose content, and long shape characteristics (Ariff et al., 2018).

 19

Contrariwise, Senegalese consumers prefer non-parboiled broken rice and

are more influenced by experience attributes such as taste, and ease of

cooking (Pavilus, 2018). This is also the case for Dinorado rice, a type of rice

preferred by consumers in the Philippines (Custodio et al., 2019).

Nutritional Value. Brown rice is the most nutritious and consists of

different types of fat (monounsaturated, polyunsaturated, and saturated),

carbohydrates, protein, fiber, vitamins, and minerals (Ahmed, 2020). In

Southeast Asia (SEA), premium-quality rice is perceived to feature nutritional

benefits (i.e., contains vitamins and minerals), softness (i.e., soft, and shiny,

and soft when chewed), and aroma (Custodio et al., 2019).

Product Quality. According to Custodio et al. (2019), intrinsic factors

such as color, size, shape, weight, uniformity, and general appearance

contribute to the overall quality of the grains. Research has shown that

consumer preferences for rice are influenced by factors such as aroma, taste,

and cooking quality (Laizer et al., 2018). The findings of a study by

Antriyandarti (2023) suggest that rice consumers prefer to pay for high quality,

specifically rice color, according to their evaluation, mostly based on the rice

looks at first, and it allows. As the rice market becomes increasingly

complicated, with consumers becoming more demanding about the quality of

the rice they purchase, it is foreseen that these attributes that are not

predicted by current grain quality routine essays may become of higher

importance (Custodio et al., 2019). Moreover, consumers often associate

good quality with the absence of unpleasant odors and the presence of

desirable aromas in rice (Guo et al., 2020). Also, the quality of corn and rice
 20

can be affected by various production factors, such as growing practices, time

and type of harvesting, postharvest handling, and milling processes (Yasothai,

2020). These factors can influence the nutritional and cooking quality of the

grains, which can in turn affect consumers' preferences (Custodio et al.,

2019). Therefore, it is likely that similar factors would influence consumer

preferences for corn as well.

Convenience. Rice Exchange has been designed specifically to make

the rice buying process better (Swabey, 2020). The first step to the successful

purchase of rice in bulk is to understand this common grain (Fomexco.com

(2019).

According to a survey by Riceland Foods, rice is sought after for its

versatility, as it can be prepared for nearly any meal, any day of the week, and

for its convenience craving, being quick, easy, and available while satisfying

flavor cravings (Riceland.com, 2023). Additionally, buying rice in bulk is

considered convenient as it saves time, allows for easy replenishment of

stock, and is cost-effective in the long run (Arkansas.com, 2024).

Furthermore, a study on consumer motivations toward buying local rice

identified convenience as one of the economic aspects that have a positive

effect on purchasing rice (Rahnama,2017).

Price Expectation. Research has shown that the most important

factors influencing consumers' final decisions are the price and quality of the

product (Laizer et al., 2018). Consumers often have the notion that high-

priced products have high quality, and low-priced products have low quality

(Laizer et al., 2018). Rice price, as many commodity prices do, displays a
 21

significant level of variation across time and rice varieties (Barboza, 2020).

Additionally, price is a primary factor influencing consumers' choices when

purchasing rice, and it can significantly impact their willingness to pay for

different rice attributes (Pavilus, 2018). A study by Musa et al. revealed that

70% of the respondents in their study preferred to buy cheaper local rice due

to its availability in the market (Samat, 2022) . The supply of rice may be low,

or the demand for rice may be high, which can drive up the price (Wong,

2023). Another reason rice is expensive is that it is a perishable commodity

(Wong, 2023). If the rice is not sold quickly, it will spoil and the seller will have

to discard it (Wong, 2023). This can also lead to higher prices. Finally, the

quality of rice can also affect the price (Wong, 2023). Besides, all of the costs

incurred by the rice farmer can add up to a significant amount (Wong, 2023).

The result is that rice is often more expensive than other grains, such as

wheat or corn (Wong, 2023).

Therefore, the controlled price and low price of milled corn and rice can

strongly influence consumers' buying preferences, as they often make

purchasing decisions based on the perceived quality and value associated

with the price of the product.

Customer Service. The goal of any marketing campaign for rice and

rice products business owners is to reach customers in their targeted market

segments or niche, generate interest in your product or service, and

eventually convert customers into paying patrons (Welp Magazine.com,

2024). Some folks may argue that superior customer service might be more

important for retail stores, rather than a business like a grain elevator or feed
 22

mill (Foltz, 2020). But it can make a difference in the competitive feed and

grain industry for the very reason that it is competitive (Foltz, 2020).

Additionally, is study shows that it is six to seven times more expensive to get

new customers than to retain existing ones (Feedandgrain, 2020).

Staple Foods Most Preferred by Consumers

Consumers' buying preferences when choosing between milled corn

and rice can be influenced by several factors, including the quality of the

product, aroma, packaging, and price.

Milled rice and corn grits are the main staple food in the Philippines.

The city of Ilagan, Isabela is known to be the corn capital of the Philippines

while Nueva Ecija is recognized as the “rice granary” of the Philippines (PAFT

- Theta (2021).

Primarily, the good quality of corn and rice is when consumers often

judge the quality of these grains based on their appearance, uniformity of size

and shape, whiteness, and long and thin uncooked grains (Custodio et al.,

2019).

Corn is a staple food in many regions of the world, it can be eaten on

its own, processed into a meal for breads, tortillas, or cereals, or extracted

into an oil (Moore, 2020). Also, corn is one of the food staples of Filipinos.

Corn-eating communities rely on milled corn for their food needs (Gonzales et

al., 2022). According to the Department of Agriculture, about 14 million

Filipinos prefer corn to rice as their main staple food(Cornmachine.com,

2023). Corn is also processed into corn starch (Cornmachine.com, 2023).

However, the rice preferred by Filipinos today has a much higher glycemic
 23

index than the average price (National Academy of Science and

Technology.com, 2021). To make corn more acceptable, there is an ongoing

project by the University of the Philippines Los Baños using rice-corn blends

(National Academy of Science and Technology.com, 2021). Blending with

white rice is not new to the Filipino taste; it has been done not only with corn

but also with root and tuber crops as well as cooking-type bananas (National

Academy of Science and Technology.com, 2021).

Reasons for Buying Corn or Rice

Consumers' awareness of health benefits influences their rice

purchasing decisions (Piao et al., 2020). For instance, health-conscious

individuals may prefer rice that aligns with their health concerns (Piao et al.,

2020). Also, the price of rice is a significant factor influencing consumers'

purchase decisions. In some studies, it was found to be the main factor

affecting the selection of rice for home consumption (Samat et al., 2022).

On the other hand, corn is the main cereal grain as measured by

production but ranks third as a staple food, after wheat and rice (Gwirtz et al.,

2014). The reasons for this fact are varied, but some of them are related to

cultural or social preferences and also because in some countries, corn is

cultivated as livestock feed (Gwirtz et al., 2014). As one of the most widely

cultivated crops in the world, corn plays a crucial role in the diets of millions of

people, serving as a source of sustenance, livelihood, and cultural identity

(Kristina, 2023). The relatively low production costs and accessibility of corn

make it a very affordable crop (Piao et al., 2020). Thus, the cost of corn-rice

mix can be significantly lower than that of plain rice (Piao et al., 2020).
 24

However, some Filipinos might be wary of incorporating corn into white rice,

as they think it will change the flavor of their staple grain (Piao et al., 2020). In

the Visayas and Mindanao, there may be some corn farmers who eat corn

grits instead of rice, but even they would sometimes shift to eating rice when

importation brings down rice prices (Cinco,2016). Moreover, camote and corn

would make for a nutritious substitute for rice, a staple Filipino food, among

families affected by its price increase (Montemayor, 2023).

Next, the aroma of the grains can significantly influence consumers'

preferences (Kumalasari et al., 2017). Additionally, rice aroma the vital quality

parameter may determine the acceptance or rejection of rice before it is

tasted (Verma & Srivastav, 2018). On the other hand, it is a primary sensory

quality characteristic for consumers and is composed of taste and odor

(Verma & Srivastav, 2018). Consumers of traditional rice consider aroma as

the major criterion (Verma & Srivastav, 2018). It is conjointly thought of as a

crucial property of rice that indicates the top quality and value within the

market (Verma & Srivastav, 2018).

Furthermore, the next reason is the packaging, the packaging of the

grains can also impact consumers' buying preferences (Montemayor, 2023).

The packaging can also serve as a means of differentiating the product and

conveying information about its origin, production methods, and sustainability,

which are increasingly important factors for consumers when making

purchasing decisions (Connor et al., 2022).

Likewise, the good quality of rice is one of the reasons why consumers

are often price-sensitive and may prefer products that offer good value for
 25

money also, the price of the grains can influence their buying preferences,

especially if they perceive the product as being overpriced or underpriced

(Custodio et al., 2019).

In conclusion, consumers' buying preferences when choosing between

milled corn and rice can be influenced by a combination of factors, including

the quality of the grains, aroma, packaging, and price. Understanding these

factors can help producers and retailers develop strategies to cater to

consumers' preferences and improve their products' marketability.

Reasons for Not Buying Corn or Rice

The reason why a person does not eat corn again is because corn

contains fiber cellulose, and the body finds it very difficult to digest corn due to

this (Sivaram, 2017). Additionally, in the article entitled, “Corn Is a Grain”, this

is one of the unhealthiest grains because this contains a high amount of sugar

and starch, and its nutritional value is less (Sivaram, 2017).

On the other hand, according to a study published in the Journal of

Clinical Biochemistry and Nutrition, eating rice can cause problems like

increased insulin resistance or high blood pressure that are linked to this

condition (Petters, 2021). Polishing rice into the sparkling white form that most

people prefer has three major negative impacts on health (Cavanagh, 2013).

Rice contains gluten, which means that it is not suitable for people who have

celiac disease or non-celiac gluten sensitivity (Petters, 2021). This also makes

rice unsuitable for people with wheat (Petters, 2021).

 26

Additionally, consumers often associate good quality with the absence

of unpleasant odors and the presence of desirable aromas in rice (Deveriya,

2013). Similarly, the aroma of corn can greatly affect consumer choice and

purchase (Guo et al., 2020). The presence of undesirable characteristics such

as smelly or wet corn and rice can significantly influence consumers' buying

preferences when choosing between these products (Custodio et al., 2019).

Similarly, the wetness or moisture content of the grains can be perceived as a

sign of poor quality and may deter consumers from making a purchase

(Custodio et al., 2019). Furthermore, the presence of wet corn and rice can

negatively influence consumers' buying preferences when choosing between

milled corn and rice (Cuevas et al., 2016). Consumers often associate good

quality with the absence of moisture and the presence of dry grains (Hardke,

2013). Wetness or high moisture content can be perceived as a sign of poor

quality and may deter consumers from making a purchase (Cuevas et al.,

2016).

Implications for Government Programs that Can Be Adapted To Align

Production And Marketing Practices With The Buying Preferences Of
Grain Consumers

Every year, the U.S. government spends billions of dollars on food. In

2022, including everything from food for military bases to school lunch

programs, the government spent more than $9 billion on food procurement

(Laninga et al., 2023). Using CCC funds, USDA will purchase nutritious rice

products for distribution to food-insecure Americans through food banks and

other domestic food assistance programs (USDA.com, 2022). Alternatively,

 27

the U.S. Department of Agriculture (USDA) today previewed plans to provide

up to $250 million in assistance to rice farmers and what steps they can take

to be prepared to sign up when the program is released later this spring

(USDA.com, 2023). The Philippine government’s support programs will help

rice farmers partially offset rising input costs (Abao, 2022).

After more than four decades of battles to reform the rice sector, the

Rice Tariffication Law (RTL) ended the National Food Authority (NFA)’

monopoly, removed quantitative restrictions on rice imports, and replaced

them with a 35 percent import tariff and this allowed an influx of cheap rice

from abroad, which reduced and stabilized rice prices for consumers

(Ocampo & Pobre, 2021). In addition, to enable Filipino farmers to access

those market segments with local rice, more investment will be needed in

upgrading pre- and post-milling operations (separation of varieties, sorting,

and grading) as well as through rice breeding (Cuevas et al., 2016).

Market participants frequently use corn futures to address perceived

supply-demand disequilibrium (Trading, 2022). The role of white corn can still

be traced to the efforts of the government to improve food security in the

country (Cuevas et al., 2016). The Department of Agriculture (DA), together

with the National Food Authority (NFA) and the Philippine Maize Federation,

Inc. (PhilMaize) launched the rice-corn blend in December 2017 (USDA.com,

2023). The blend comes in three variants: the 80:20, with 80% rice and 20%

white corn grits; 70:30, and 50:50 (USDA.com, 2023).

 28

Also, proper packaging can help maintain the quality of the grains and protect

them from contamination and spoilage (Blumberg,2022).

As can be seen from the literature reviewed above, the researcher's

desired sample of consumers' demographic data is missing. The similarity

between the available literature to the researcher's study is the importance of

staple foods: Both corn and rice are crucial staple foods in many countries,

contributing significantly to calorie intake and dietary needs. Consumer

preferences towards these grains are influenced by factors like affordability,

cultural heritage, and taste. Otherwise, in terms of its differences, the

available data says that cultural preferences can affect. While similarities exist

in consumer preferences for corn and rice globally, significant differences

arise due to cultural contexts, government policies, and market dynamics.

Understanding these nuances is crucial for interpreting international data and

drawing meaningful comparisons with the Philippines. The researcher

concludes that consumers need to take certain factors into account when

deciding between milled corn and rice. According to the data that is currently

available, the factors are more closely related to one another, meaning that

the factors that are present in rice are also present in corn; the only distinction

is the commodity's price.

 29

CHAPTER III

METHODOLOGY

The research procedure includes collecting data through

questionnaires and surveys, which may give important information for further

evaluation and understanding of a topic under investigation. This chapter

describes the research design, study sample location, data collection, and

analysis of the data.

Research Design

The study will use a descriptive survey research design, with a survey

questionnaire that serves as the main data collection tool. This study will

gather data through surveys and interviews, as well as the observation of

consumers buying preferences between milled corn and rice here in Isabel,

Leyte. The survey questionnaire contains a socio-economic profile of the

respondents, primary factors influencing the consumers’ buying preferences in

Isabel, Leyte when choosing between milled corn and rice, the staple foods

(rice, milled corn, or both) preferred by respondents, reasons for buying corn

or rice, and reasons for not buying corn or rice.

Sample and Locale of the Study

 30

This study's locale is the municipality of Isabel, a first-class municipality

in the province of Leyte. The research will be conducted in the Municipality of

Isabel, Leyte which has 24 barangays. The map of Isabel, Leyte's location is

shown in Figure 1 which is divided into 24 barangays. Since the survey

method may yield a large amount of data and is simple to interpret, compare,

and analyze, the researcher decided to employ it in all 24 barangays.

The researcher will use stratified random sampling from all households

in Isabel, Leyte. Each respondent, one family member per household, and a

consumer of either milled corn or rice or both will be selected. Since the total

of households in 24 barangays in Isabel, Leyte is 12,251, the total sample

size calculated using Slovin’s formula with a margin error of 5% will be 387

respondents within Isabel, Leyte.

 31

Figure 1. Vicinity map of Isabel, Leyte and its barangays

Research Instrument

The study will employ a structured survey questionnaire to make it

simple to locate the respondent’s files, each question has an assigned

number and to make sure the questions are correct and valid. In the

beginning, the research coordinator, statistician, and designated student

research committee members and advisers will examine the research

questionnaire to check its content validity.

After the research instrument is proven valid, the researcher will

conduct a pilot test with 30 respondents. Those who will be pilot-tested

consumers will no longer be included anymore in the final data gathering to

have a better understanding of the approach. This will help identify potential

challenges and limitations that arise during the actual data-gathering process.

The internal consistency reliability of the instrument will be measured using

Cronbach’s alpha. This method assesses how well the items within a survey

or questionnaire are correlated with each other. For a study on consumer

preferences, to ensure that the questions asked about buying preferences are

measuring the same underlying construct consistently, Cronbach's alpha is

widely used. It can provide a single coefficient that reflects the overall internal

consistency of the instrument. After pilot testing, the researcher will make

necessary adjustments to the questionnaire before distributing it to the actual

 32

sample size for data collection and analysis. Consumers interviewed per

household during this pilot testing were no longer surveyed again during the

final data gathering. The place where pilot testing will be conducted is in 24

barangays in Isabel Leyte.

Once the letter of permission is granted and approved, the researcher

will survey the respondents (consumers buying preference between milled

corn and rice in Isabel, Leyte). The researcher will set a date and location for

the actual survey and will distribute the questionnaire to the selected

participants.

The survey questionnaires are written in English and also translated

into Visayan dialect for the convenience of the respondents who are unable to

understand the English language. Researchers will further assure the

respondents that their answers will be kept private and will be used

exclusively for research purposes. This ensures that the respondents are

confident and secure enough to express their feelings and experiences.

Additionally, the following are the parts of the survey questionnaire:

Part I surveys the socio-economic profile of the respondents. This part

includes questions about the consumers’ age, gender, address, marital status,

household size, occupation, and monthly income. The researcher will be able

to learn more about the respondents' backgrounds by using these questions.

Part II surveys the primary factors influencing the consumers’ buying

preferences in Isabel, Leyte when choosing between corn and rice as staple

foods. This part includes the cultural and traditional factors, economic factors,

availability and acceptability of corn and rice, and consumer satisfaction. This
 33

research will also identify the types of rice and corn that customers often

purchase in a certain location and ascertain their availability by learning where

the commodity is purchased.

Part III of the survey determines which staple foods are most preferred

by consumers. This part is about which staple food you prefer rice, corn, and

both. This section gave the respondents a chance to reveal about whether

they preferred rice, corn, or both.

Part IV surveys will ask about the reasons for buying rice and not

buying rice. This part contains questions inquiring about attributes of buying

rice and not buying rice including good quality rice, good aroma, good

packaging, reasonable price, smelly rice, wet rice, and weevils-infested rice.

This section gave the respondents the chance to discuss or share their

reason for buying rice and not buying rice.

Part V surveys the reasons for buying corn and not buying corn. This

part contains questions inquiring about attributes of buying corn and not

buying corn including good quality corn, good aroma, good packaging,

affordable corn, smelly milled corn, wet corn, and weevils-infested corn.

The researcher will personally hand over the survey questionnaires to

the respondents. The respondents will be asked if they will volunteer to

answer the survey, but if not, the researcher will look for another respondent.

Answering the survey questionnaire by respondents will only take 5 to 10

minutes. The questionnaires will be retrieved within the day.

Collection of Data
 34

Data taken from random households will be obtained using a personal

survey. The primary data regarding the socio-economic profile of the

respondents will be obtained from the consumers in Isabel, Leyte by a

personal survey of households in each barangay.

To gain a better understanding, the needed data will be gathered using

a structured survey questionnaire prepared and pilot-tested by the researcher.

The panel, adviser, and Chairman of the Student Researcher Committee

(SRC) will approve the research proposal first and will validate the

questionnaire before data collection begins. After the proposal has been

accepted, the researcher will start creating the tools for gathering data to

make sure that it is accurate.

After obtaining permission from the Barangay, the researcher will first

seek approval from the mayor of the municipality and then the school

authorities. Next, the survey questionnaires will be personally given to study

participants by the researcher after the permit to collect data is granted by the

relevant authorities. There is an English version and a Cebuano version of the

questionnaire. The respondents for the rice consumers will be given a

separate questionnaire from those for corn consumers.

Respondents should accept the survey voluntarily; but if they decline,

the researcher will go to the other respondent. It will take five to ten minutes to

complete the survey.

Ethical Considerations

Voluntary Participation
 35

All research participants should provide their consent voluntarily.

Participants might choose not to participate for any reason at all, and they

could choose not to answer any specific question. They can only reply,

therefore, after they have signed the consent form.

Informed Consent

The Ethics Review Committee (ERC) shall approve the informed

consent form to provide respondents with all the details they require to decide

whether or not to participate in the study. The aim of the research will be

addressed in the informed consent. This also clarified the tasks that the

responders must do, the duration of the questions, whether or not they will be

compensated for answering them, and whether or not they ought to take part.

Furthermore, the confidentiality of the respondents' information will be

maintained, and the informed consent will include a description of any risks

associated with participation as well as any potential benefits for the

participants or society at large. It will also include contact information and the

option for respondents to decline and stop the survey at any moment.

Confidentiality of the data

The data to be gathered from the respondents will be kept private, and

no one outside the student research committee will have access to it or

receive it. During data analysis, the identity of the respondents will be hidden

by assigning a code or number representing each respondent to observe the

confidentiality of any data taken from them.

Analysis of Data
 36

The researcher will collect and summarize all of the data when the

participants finished answering the survey's questions. Descriptive statistics

will be used to assess and analyze the survey responses from the

respondents. The responses will be arranged in tables, and the collected data

will be shown using the following descriptive statistics: frequency, percentage,

weighted mean, and ranking.

Frequency

It presents the number of times the value occurs in the data. It will be

used to present the results relative to data on the socio-economic profile of

the respondents, primary factors influencing the buying preferences of

consumers in Isabel, Leyte when choosing between corn and rice as staple

foods, reasons for buying corn or rice, and reasons for not buying corn or rice.

Before presenting them in tables, all responses to the survey questions are

reviewed by the adviser.

Percentage

The percentage will be used to analyze data to determine the number

and percentage of responses. Socioeconomic profile of the respondents,

primary factors influencing the buying preferences of consumers in Isabel,

Leyte when choosing between corn and rice as staple foods, staple food

preferred by respondents, reasons for buying corn or rice, and reasons for not

buying corn or rice. This will help the researcher to analyze data easily and

compare the responses to the said data. The process of gathering the

percentage is dividing the frequency or sum of responses by the total number

of responses.
 37

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 49

APPENDICES
 50

DEPARTMENT OFBUSINESS
MANAGEMENT
Brgy. Marvel, Isabel, Leyte, Philippines
Phone/Fax: +639190852486
Email: isabel.dbm@vsu.edu.ph

APPENDIX A
BLANK SURVEY QUESTIONNAIRE

PROJECT TITLE: CONSUMERS’ BUYING PREFERENCE BETWEEN

CORN AND RICE IN ISABEL, LEYTE (MGA
GIPABORAN SA MGA KONSUMIDOR TALIWALA SA
PAGPILI SA BUGAS MAIS UG BUGAS HUMAY SA
ISABEL, LEYTE)

Informed Consent Form for Consumers buying milled corn and Rice

Name of Researcher: Ramil L. Villaver

Name of Organization: Visayas State University-Isabel
Department of Business Management

You will be given a copy of the full Informed Consent Form

Part 1. Information Sheet

Introduction
I am Ramil L. Villaver, a Visayas State University-Isabel Campus student,
working on a special problem entitled, “Consumers Buying Preferences
Between Corn And Rice In Isabel, Leyte.” I will give you information and invite
you to be part of this research; you do not have to decide today whether or
not you will participate. Before you decide, you can talk to me about the
research. This consent form may contain words you do not understand.
Please ask me to stop as we go through the information, and I will take time to
explain. If you have questions later, you can ask me. (Ako si Ramil L. Villaver,
estudyante sa Visayas State University-Isabel Campus, nagtrabaho sa usa ka
 51

espesyal nga problema nga nag-ulohang, “Mga Gipaboran Sa Mga

Konsumidor Taliwala sa Pagpili Sa Bugas Mais Ug Bugas Humay sa Isabel,
Leyte.” Hatagan ko ikaw ug impormasyon ug imbitahon ko ikaw nga
mahimong kabahin niini nga panukiduki; dili ka kinahanglan nga magdesisyon
karon kung o dili ka moapil. Sa dili ka pa modesisyon, mahimo nimong isulti
kanako ang bahin sa panukiduki. Kini nga porma sa pagtugot mahimong
adunay mga pulong nga dili nimo masabtan. Palihog hangyoa ako sa
paghunong samtang atong susihon ang impormasyon, ug ako mogahin ug
panahon ipasabot. Kung naa kay pangutana unya, pwede ka mangutana
nako).

Purpose of the Research (Katuyuan sa Surbey)

The purpose of this study is to address the consumers buying preferences
between milled corn and rice. This research will be carried out with the
household in each barangay and to attract all types of people, from low
income to high income to meet their needs consumption needs and to help
them save because of the high price difference compared to the market in
Isabel, Leyte. (Ang katuyoan niini nga pagtuon mao ang pagtubag sa gusto
sa mga konsumedor sa pagpalit ug ginaling nga mais ug bugas. Kini nga
panukiduki pagahimoon uban sa matag panimalay sa barangay ug aron
madani ang tanang matang sa mga tawo, gikan sa mga ubos ug kita ngadto
sa mga taas ug kita aron matubag ang ilang mga panginahanglanon sa
pagkonsumo ug aron matabangan sila makadaginot tungod sa dakong
kalainan sa presyo kon itandi sa merkado sa Isabel, Leyte.)

Type of Research Intervention (Matang sa Interbensyon sa Panukiduki)

This research will involve your participation in a survey where a self-made
questionnaire will be provided to you. It will take you 5 to 10 minutes to
complete the questionnaire. (Kini nga panukiduki maglakip sa imong pag-apil
sa usa ka survey diin ang usa ka hinimo nga questionnaire ihatag kanimo.
Mokabat ug 5 hangtod 10 ka minuto aron mahuman nimo kining
questionnaire.)

Participant Selection (Pagpili sa Partisipante)

You are being invited to take part in this research because I feel that your
experience as a corn and rice consumers can contribute much to answering
the objectives of my study. (Gidapit ko ikaw sa pag-apil niini nga panukiduki
tungod kay gibati nako nga ang imong kasinatian isip konsumidor sa ginaling
mais ug bugas makatampo ug dako sa pagtubag sa mga tumong sa akong
pagtuon.).

Voluntary Participation (Boluntaryong Pag-apil)

Your participation of this research is entirely voluntary. It is your choice
whether to participate or not. If you choose not to participate it will have no
bearing on your consumption or on any purchase-related evaluations. You
 52

may change your mind later and stop participating even if you agreed earlier.
(Ang imong partisipasyon niini nga panukiduki kay boluntaryo lamang. Anaa
kanimo ang desisyon kung pillion nimo nga moapil ba o dili. Kung pilion nimo
nga dili moapil, kini walay kalabotan sa imong pagkonsumo o sa bisan
unsang mga pagtimbang-timbang o mga taho nga may kalabotan sa imong
pagpamalit. Mahimo nimong usbon ang imong desisyon sa ulahi ug
muhunong sa pag-apil bisan kung niuyon na ka sa sayo pa).

Procedures (Mga Pamaagi)

Please help me learn more about consumers' buying preferences between
milled corn and rice. I am inviting you to take part in this research subject. If
you accept, you will be asked to complete a survey provided and collected by
Ramil L. Villaver. You may answer the questionnaire yourself, or it can be
read to you, and you say the answer you want me to write down out loud. If
you do not wish to answer any of the questions included in the survey, you
may skip them and move on to the next question. The survey questionnaires
will be given to you in person and will be retrieved immediately. The
information recorded is confidential, your name is not included on the forms,
and no one else except me will have access to your survey. (Palihug tabangi
ko nga makakat-on og dugang mahitungod sa mga gipaboran sa mga
konsumidor taliwala sa bugas mais ug bugas humay). Gidapit ko ikaw sa pag-
apil niini nga hilisgutan sa panukiduki. Kung modawat ka, hangyoon ko ikaw
nga tubagon ang usa ka surbey nga ihatag ug kolektahon ni Ramil L. Villaver.
Mahimo nimong tubagon ang mga pangutana sa nga ikaw ra, o mahimo
kining basahon kanimo, ug isulti nimo sa kusog ang tubag nga gusto nimo
nga akong isulat. Kung dili nimo gusto nga tubagon ang bisan unsang mga
pangutana nga gilakip sa surbey, mahimo nimong laktawan kini ug
magpadayon sa sunod nga pangutana. Ang surbey questionnaires ihatag
kanimo sa personal ug kuhaon dayon pagkahuman. Ang impormasyon nga
narekord isipon nga kompidensyal, ang imong ngalan dili maapil sa mga
porma, ug walay lain gawas kanako ang maka-access sa imong surbey.)

Duration (Gidugayon)
This study will be conducted in March 2024 to May 2024 during the second
semester of the Academic Year 2023–2024. Data will be gathered after the
proposal’s approval. Answering the questionnaire will take 5 to 10 minutes to
accomplish. (Kini nga pagtuon himuon sa sugod sa Marso 2024 hangtod
Mayo 2024 sa ikaduha nga semester sa Academic Year 2023–2024. Makuha
ang datos pagkahuman sa pag-aproba sa proposal. Ang pagtubag sa
pangutana mokabat ug 5 ngadto sa 10 ka minuto aron mahuman).

Risk (Risgo)
There will be no risk associated with the conduct of this study. If you feel there
are items in the questionnaire you find uncomfortable answering, you do not
 53

have to answer any question or take part in the survey if you don’t wish to do
so, and that is also fine. You do not have to give us any reason for not
responding to any question, or for refusing to take part in the survey. (Walay
risgo nga nalangkit sa pagpahigayon niini nga pagtuon. Kung gibati nimo nga
adunay mga butang sa pangutana nga dili nimo komportable nga tubagon, dili
nimo kinahanglan nga tubagon ang bisan unsang pangutana o moapil sa
surbey kung dili nimo gusto buhaton, ug maayo na. Dili nimo kinahanglan nga
hatagan kami bisan unsang hinungdan sa dili pagtubag sa bisan unsang
pangutana, o sa pagdumili sa pag-apil sa surbey.)

Benefits (Mga Kaayohan)

There will be no direct benefit to you, but your participation. The study will be
beneficial to our local grain consumers especially those corn and rice vendors
because they will have an idea of how to handle market situation. (Wala’y
direktang kaayohan kanimo, apan ang imong pag-apil. Ang pagtuon makaayo
sa atong lokal nga mga konsumidor sa lokal bugas ilabi na niadtong mga
mamaligyaay og mais ug bugas tungod kay aduna silay ideya kon unsaon
pagdumala ang sitwasyon sa merkado.)

Reimbursements (Mga Reimbursment)

You will not be provided any incentive to take part in the research. (Dili ka
hatagan og bisan unsang insentibo sa pag-apil niini nga panukiduki.)

Confidentiality (Pagkakompidensyal)
In adherence to Data Privacy Act of 2012, this form collects your personal
information for “Consumers buying preferences between milled corn and rice
in Isabel, Leyte” only. Your data will be stored securely and will be used solely
for the research and documentation of the university. (Sa pagsunod sa Data
Privacy Act of 2012, kini nga porma nagkolekta sa imong personal nga
impormasyon kabahin sa mga gipaboran sa mga konsumidor taliwala pagpili
sa bugas mais ug bugas humay lamang. Ang imong datos matipigan nga
luwas ug gamiton lamang alang sa panukiduki ug dokumentasyon sa
unibersidad)

Sharing the Results (Pagpaambit sa mga Resulta)

Everything that you tell us today will not be shared with anybody outside the
research team, and nothing will be attributed to you by name. The knowledge
that we get from this research will be shared with you and VSU and its
satellite campus before it is made widely available to the public. Each
participant will receive a summary of the results. We will also publish the
results so that other interested people may learn from the research. (Ang
tanan nga imong isulti kanamo karon dili ipaambit sa bisan kinsa gawas sa
grupo sa panukiduki, ug wala’y ipahinungod kanimo sa imong ngalan. Ang
kahibalo nga among makuha gikan niini nga panukiduki ipaambit kanimo, sa
 54

VSU ug sa satellite campus niini sa dili pa kini magamit sa publiko. Matag usa
ka partisipante makadawat og sumada sa mga resulta. Imantala usab namo
ang mga resulta aron ang ubang interesadong mga tawo makakat-on gikan
sa panukiduki.)

Right to Refuse or Withdraw (Katungod sa Pagdumili o Pag-atras)

You do not have to take part in this research if you do not wish to do so and
choosing to participate will not affect your consumption or purchase-related
decisions in any way. You may stop participating in the survey at any time that
you wish without your job being affected. I will give you opportunity at the end
of the survey to review your remarks, and you can ask to modify or remove
portions of those, if you do not agree with my notes or if I did not understand
you correctly. (Dili nimo kinahanglan nga moapil sa niini nga panukiduki kung
dili nimo gusto nga buhaton ug ang pagpili sa pag-apil dili makaapekto sa
imong pagkonsumo o mga desisyon nga may kalabotan sa pagpalit sa bisan
unsang paagi. Mahimo kang mohunong sa pag-apil sa surbey sa bisan
unsang oras nga imong gusto nga dili maapektuhan ang imong trabaho.
Hatagan ko ikaw ug higayon sa pagtapos sa surbey, sa pagrepaso sa imong
mga komento, ug mahimo nimong hangyoon nga usbon o tangtangon ang
mga bahin niana, kung dili ka mouyon sa akong mga nota o kung wala nako
nasabtan sa husto.)

Who to Contact (Kinsa ang Kontakon)

If you have any questions, you can ask me now or later. If you wish to ask
questions later, you may contact any of the following: Ramil L. Villaver
(Fac ebook): 09260450793; ramillvillaber@gmail.com. This proposal has
been reviewed and approved by the School Research Committee (SRC)
whose task it is to make sure that research participants are protected from
harm. (Kung aduna kay pangutana, pwede ka mangutana nako karon o unya.
Kung gusto ka mangutana mga pangutana unya, mahimo nimong kontakon
ang bisan kinsa sa mosunod: Ramil L. Villaver (Facebook): 09260450793;
ramillvillaber@gmail.com. Kini nga sugyot nahimo, girepaso ug giaprobahan
sa School Research Committee (SRC) kansang tahas kini mao ang
pagsiguro nga ang mga partisipante sa panukiduki mapanalipdan gikan sa
kadaot.)
______________________________________________________________

Sincerely yours,

RAMIL L. VILLAVER
Student Researcher
 55

Noted:

MICHELLE I. ABALLE D.M.

Adviser

CERTIFICATE OF CONSENT (SERTIPIKO SA PAG-UYON)

I have been invited to participate in research entitled: Consumers Buying

Preferences Between Milled Corn and Rice in Isabel, Leyte. (Gidapit ko sa
pag-apil sa panukiduki nga nag-ulohang: Mga Gipaboran Sa Mga
Konsumidor Taliwala Pagpili Sa Bugas Mais Ug Bugas Humay sa Isabel,
Leyte.)

I have read the foregoing information, or it has been read to me. I have had
the opportunity to ask question about it and any questions I have been asked
have been answered to my satisfaction. I consent voluntarily to be a
participant in this study. (Nabasa nako ang naunang impormasyon, o gibasa
na kanako. Nakahigayon ako sa pagpangutana bahin niini ug bisan unsang
mga pangutana nga gipangutana nako natubag sa akong katagbawan. Ako
boluntaryong mitugot nga mahimong partisipante niini nga pagtuon.)

Print Name of Participant: ___________________

Signature of Participant: ____________________
Date: _______________
dd/mm/yy
_____________________________________________________________
_ In adherence to Data Privacy Act of 2012, this form collects your personal
information for “Consumers Buying Preferences Between Milled Corn and
Rice in Isabel, Leyte” only. Your data will be stored securely and will be used
solely for the research and documentation of the university. Please check (✓)
AGREE if you voluntarily consent to provide VSU-Isabel with your data. (Sa
pagsunod sa Data Privacy Act of 2012, kini nga porma nagkolekta sa imong
personal nga impormasyon para sa “Mga Gipaboran Sa Mga Konsumidor
Taliwala Sa Pagpili sa Bugas Mais Ug Bugas Humay sa Isabel, Leyte”
lamang. Ang imong datos itago nga luwas ug gamiton lamang alang sa
panukiduki ug dokumentasyon sa unibersidad. Palihog susiha ang ( ✓) UYON
kon boluntaryo kang mosugot nga ihatag sa VSU-Isabel ang imong datos.)
 56

_______ I AGREE to provide VSU-Isabel with my personal data for the

“Consumers Buying Preferences Between Milled Corn and Rice in Isabel,
Leyte” survey. (UYON KO nga ihatag sa VSU-Isabel ang akong personal nga
datos para sa “Mga Gipaboran Sa Mga Konsumidor Taliwala Sa Pagpili sa
Bugas Mais Ug Bugas Humay sa Isabel, Leyte” surbey.)
_______ I DISAGREE to provide VSU-Isabel with my personal data for the
“Consumers Buying Preferences Between Milled Corn and Rice in Isabel,
Leyte” survey. (UYON KO nga ihatag sa VSU-Isabel ang akong personal nga
datos para sa “Mga Gipaboran Sa Mga Konsumidor Taliwala Sa Pagpili sa
Bugas Mais Ug Bugas Humay sa Isabel, Leyte” nga surbey.)

______________
Respondent No.

SURVEY QUESTIONNAIRE FOR RICE CONSUMERS (Surbey sa mga

pangutana para sa mga konsumidor sa bugas humay)

Screening Question

1. Are you a rice or corn buyer? (mamalit kaba ug bugas humay o

bugas mais?)

( ) yes(Oo) ( ) no(dili)

2. Which do you prefer? (unsay imong gusto o pilion?)

( ) rice(bugas humay) ( ) corn(bugas mais) ( ) both(kining duha)

Part I. Socio-economic profile of the respondents (socio-economic

profile ng mga respondente)

1.1. Age (edad): _________

1.2. Gender (kinatawhan):
I identified myself as (Giila nako ang akong kaugalingon isip usa ka:
[ ] Woman (babae) [ ] Lesbian (tomboy)
[ ] Man (lalaki) [ ] Gay (bayot)
[ ]others, please specify (ug uban pa, palihug isuwat)_______________

1.3. Address (gipuy-an): ____________________________________

 57

1.4 Marital Status (kahimtang sa kaminyoon):

Put a check (palihog ug tsek):
[ ] Single (daga o ulitaw)
[ ] Married (kasado)
[ ] Widow or widower (balo)
Others, please specify (sa uban pa, palihug isuwat): __________

1.5. Household size (Gidak-on sa pamilya): ____________________

1.6. Occupation (Trabaho):

[ ] Retired (Retirado na)
[ ] House wife/husband (Tagbalay ako)
[ ] Student (Estudyante)
[ ] Unemployed (Walay trabaho)
[ ] Employed (Nagtrabaho)
[ ] others, please specify (ug uban, palihug sa pagsulat) _________

1.7 Monthly income, in pesos (binuwan nga kita, sa pesos): ____________

Part II. Primary Factors Influencing The Consumers’ Buying Preferences

In Isabel, Leyte When Choosing Between Milled Corn And Rice As Staple
Foods (Panguna Nga Mga Hinungdan Nga Nakaimpluwensya Sa Mga
Gipaboran Sa Mga Konsumedor Sa Isabel, Leyte Sa Pagpalit Tali Sa
Ginaling Nga Mais Ug Bugas Isip Usa Ka Naandan Nga Pagkaon)

2.1. Cultural and traditional factors (Kultural ug tradisyonal nga mga

hinungdan):
[ ] Culinary practices (mga praktis sa pagluto)
[ ] Celebrations and rituals (mga selebrasyon ug mga ritwal)
[ ] Dietary patterns (mga sumbanan sa pagkaon)
[ ] Perceived health benefits (nahibal-an nga mga benepisyo sa
panglawas)
Others, please specify (uban pa,palihug ug butang): __________

2.2. Economic factors (ekonomikanhong hinungdan):

[ ] Consumers income levels (ang lebel sa kita sa mga
konsumedor)
[ ] Price (presyo)
[ ] Supply and demand for rice and corn (suplay ug
panginahanglan para sa mga bugas humay og bugas mais)
Others, please specify (uban pa,palihug ug butang): __________

2.3. Availability and acceptability of corn and rice (pagkabaton ug

pagdawat sa bugas mais ug bugas humay):
[ ] Geographic location (heyograpikong lokasyon)
 58

[ ]Transportation infrastructure (imprastaktura sa

transportasyon)
[ ] Storage capabilities (mga kapabilidad sa pagtipig)
Others, please specify (uban pa,palihug ug butang): __________

2.5. Consumer satisfaction (katagbawan sa konsumidor):

[ ] Taste preferences (mga gusto sa lami)
[ ] Nutritional value (nutrisyonal nga bili)
[ ] Product quality (kalidad sa produkto)
[ ] Buying Convenience (kasayon sa pagpalit)
[ ] Price expectation (Gihandum nga presyo)
[ ] Customers service (serbisyo sa mga konsumidor)
Others, please specify (uban pa,palihug ug butang): __________

Part III. Staple Foods Most Preferred by Consumers (Naandan Nga

Pagkaon Nga Mas Gipalabi Sa Mga Konsumidor)
3.1. Which staple food do you prefer? (Asa niini nga mga naandan nga
pagkaon ang imong mas gipalabi o pilion?)
[ ] Rice (bugas humay)
[ ] Corn (bugas mais)
[ ] Both (pareho)
[ ] others, please specify (sa uban pa, palihug isuwat)_______

Part IV. Reasons for Buying or Not Buying (Rason Sa Pagpalit O Dili
Pagpalit)
4.1 What are your reasons for buying rice? (Unsay imong mga rason
sa pagpalit og bugas humay?)
[ ] good quality of rice (maayong kalidad sa bugas)
[ ] good aroma (maayong kahumot)
[ ] good packaging (mayo nga pagputos)
[ ] reasonable price (reasonable nga presyo)
[ ] others, please specify (sa uban pa, palihug
isuwat)________

4.2 What are your reasons for not buying rice?( Unsay imong rason sa
dili pagpalit og bugas humay)
[ ] poor quality (dili mayo nga kalidad)
[ ] wet rice (basa nga bugas)
[ ] can cause high blood pressure (makapataas nga presyon sa
dugo)
[ ] can cause increase blood sugar(makapataas sa kalapot sa
asukar sa dugo)
[ ] rice is not readily available (dili anaa kanunay ang bugas
humay)
 59

[ ] rice is more expensive (mas mahal ang bugas humay)

[ ] dietary reason (pangdiet nga mga rason)
[ ] others, please specify (sa uban pa, palihug
isuwat)________

Thank You so much for your participation! May God bless you more! (salamat
kayo sa imong partisipasyon! Kabay pa nga pakamaayuhon ka sang dios!)

RAMIL L. VILLAVER
Researcher / Tigdukiduki

______________
Respondent No.

SURVEY QUESTIONNAIRE FOR CORN CONSUMERS (SURBEY SA MGA

PANGUTANA PARA SA MGA KONSUMIDOR SA BUGAS MAIS)

Screening Question

1. Are you a rice or corn buyer? (Mamalit ka ba ug bugas humay o

bugas mais?)
( ) yes(Oo) ( ) no(dili)

2. Which do you prefer? (Unsay imong gusto o pilion?)

( ) rice(bugas humay) ( ) corn(bugas mais) ( ) both(ang duha)

Part I. Socio-Economic Profile Of The Respondents (Socio-Economic

Profile Ng Mga Respondente)

1.1. Age (edad): _________

1.2. Gender (kinatawhan):
I identified myself as (Giila nako ang akong kaugalingon isip usa ka:
[ ] Woman (babae) [ ] Lesbian (tomboy)
[ ] Men (lalaki) [ ] Gay (bayot)
[ ]others, please specify (ug uban pa, palihug isuwat)_______________
 60

1.3. Address (gipuy-an): ____________________________________

1.4 Marital Status (kahimtang sa kaminyoon):

Put a check (palihog ug tsek):
[ ] Single (daga o ulitaw)
[ ] Married (kasado)
[ ] Widow or widower (balo)
Others, please specify (sa uban pa, palihug isuwat): __________

1.5. Household size (Gidak-on sa pamilya): ____________________

1.6. Occupation (Trabaho):

[ ] Retired (Retirado na)
[ ] House wife/husband (asawa/bana)
[ ] Student (Estudyante)
[ ] Unemployed (Walay trabaho)
[ ] Employed (Nagtrabaho)
[ ] others, please specify (ug uban, palihug sa pagsulat) _________

1.7 Monthly income, in pesos (binuwan nga kita, sa pesos): ____________

Part II. Primary Factors Influencing The Consumers’ Buying Preferences

In Isabel, Leyte When Choosing Between Milled Corn And Rice As Staple
Foods (Panguna Nga Mga Hinungdan Nga Nakaimpluwensya Sa Mga
Gipaboran Sa Mga Konsumedor Sa Isabel, Leyte Sa Pagpalit Tali Sa
Ginaling Nga Mais Ug Bugas Isip Usa Ka Naandan Nga Pagkaon)

2.1. Cultural and traditional factors (Kultural ug tradisyonal nga mga

hinungdan):
[ ] Culinary practices (mga praktis sa pagluto)
[ ] Celebrations and rituals (mga selebrasyon ug mga ritwal)
[ ] Dietary patterns (mga sumbanan sa pagkaon)
[ ] Perceived health benefits (nahibal-an nga mga benepisyo sa
panglawas)
Others, please specify (uban pa,palihug ug butang): __________

2.2. Economic factors (ekonomikanhong hinungdan):

[ ] Consumers income levels (ang lebel sa kita sa mga
konsumedor)
[ ] Price (presyo)
[ ] Supply and demand for rice and corn (suplay ug
panginahanglan para sa mga bugas humay og bugas mais)
Others, please specify (uban pa,palihug ug butang): __________

2.3. Availability and acceptability of corn and rice (pagkabaton ug

pagdawat sa bugas mais ug bugas humay):
 61

[ ] Geographic location (heyograpikong nga lokasyon)

[ ]Transportation infrastructure (imprastaktura ng
transportasyon)
[ ] Storage capabilities (mga kapabilidad sa pagtipig)
Others, please specify (uban pa,palihug ug butang): __________

2.5. Consumer satisfaction (katagbawan sa konsumidor):

[ ] Taste preferences (mga gusto sa lami)
[ ] Nutritional value (nutrisyonal nga bili)
[ ] Product quality (kalidad sa produkto)
[ ] Buying Convenience (kasayon sa pagpalit)
[ ] Price expectation (Gihandum nga presyo)
[ ] Customers service (serbisyo sa mga konsumidor)
Others, please specify (uban pa,palihug ug butang): __________

Part III. Staple Foods Most Preferred by Consumers (Naandan Nga

Pagkaon Nga Mas Gipalabi Sa Mga Konsumidor)
3.1. Which staple food do you prefer? ( Asa niini nga mga naandan nga
pagkaon ang imong mas gipalabi o pilion?)
[ ] Rice (bugas humay)
[ ] Corn (bugas mais)
[ ] Both (pareho)
[ ] Others, please specify (sa uban pa, palihug isuwat)_______

Part IV. Reasons For Buying/Not Buying (Rason Sa Pagpalit/Dili Pagpalit)

4.1 What are your reasons for buying corn(Unsay imong mga rason sa
pagpalit og bugas mais)
[ ] Good quality of corn (maayong kalidad sa bugas mais)
[ ] Good aroma (maayong kahumot)
[ ] Good packaging (mayo nga pagputos)
[ ] Affordable price (reasonable nga presyo)
[ ] Others, please specify (sa uban pa, palihug isuwat)_______

4.2 What are your reasons for not buying milled corn (Unsay imong
mga rason nga dili mupalit ug ginaling nabugas mais)
[ ] poor quality (dili mayo nga kalidad)
[ ] Wet milled corn (basa nga bugas mais)
[ ] not easy to digest corn (lisod paghilis sa mais)
 62

[ ] high in carbohydrates (daghan ug carbohydrates)

[ ] dietary reasons (pangdiet nga mga rason)
[ ] can cause increase in blood sugar(makapataas sa kalapot
DEPARTMENT OF BUSINESS
MANAGEMENT
Brgy. Marvel, Isabel, Leyte, Philippines
Phone/Fax: +639190852486
Email: isabel.dbm@vsu.edu.ph

sa asukar sa dugo)
[ ] milled corn is not readily available (dili anaa kanunay ang
bugas mais)
[ ] Others, please specify (sa uban pa, palihug isuwat)_______

Thank You so much for your participation! May God bless you more! (salamat
kayo sa imong partisipasyon! Kabay pa nga pakamaayuhon ka sang dios!)

RAMIL L. VILLAVER
Researcher / Tigdukiduki
APPENDIX B
LETTERS OF PERMISSION
March 2024

HON. EDGARDO CORDEÑO

Municipal Mayor
Isabel, Leyte

Sir:
Warmest greetings!

I am a Bachelor of Science in Agribusiness student at Visayas State

University Isabel, who is currently working on a special problem entitled,
“Consumers’ Buying Preferences Between Corn And Rice In Isabel, Leyte."

In this connection, I may request your permission to survey the household in

Isabel, Leyte's barangays of San Roque, Sta. Cruz, Sto. Rosario, Sto. Nino,
Putingbato, Apale, Bantigue, Consolacion, Matlang, Libertad, Monte Alegre,
San Francisco, Honan, Tubod, Mahayag, Tolingon, Tabunok, Can-is co,
Binog, Marvel, Antipolo, Cangag, Bilwang, and Anislag. Attached herewith is
the survey questionnaire for the study.
 63

DEPARTMENT OF BUSINESS
MANAGEMENT
Brgy. Marvel, Isabel, Leyte, Philippines
Phone/Fax: +639190852486
Email: isabel.dbm@vsu.edu.ph

Anticipating with thanks for your favorable response to this request.

Respectfully yours,
RAMIL L. VILLAVER
Researcher

Noted:
MICHELLE I. ABALLE, D. M.
Research Adviser

MICHELLE I. ABALLE, D.M. MARJONNEL B. ABELLA-CHAN, Ph. D

Head, Department of Business Dean, College of Teacher Education,
Management Arts and Sciences, and Agribusiness

Approved by:
HON. EDGARDO CORDEÑO
Municipal Mayor
Isabel, Leyte
March 2024
THE BARANGAY CAPTAIN
Barangay Chairman

San Roque, Isabel, Leyte

Sir:

Warmest greetings!

I am a Bachelor of Science in Agribusiness student at Visayas State

University Isabel, who is currently working on a special problem entitled,
“Consumers’ Buying Preferences Between Corn And Rice In Isabel, Leyte."

In this connection, I may request your permission to survey the household in

your barangay. Attached herewith is the survey questionnaire for the study.

Anticipating with thanks for your favorable response to this request.

Respectfully yours,
 64

RAMIL L. VILLAVER
Researcher

Noted:

MICHELLE I. ABALLE, D.M.

Research Adviser

MICHELLE I. ABALLE, D.M. MARJONNEL B. ABELLA-CHAN, Ph. D

Head, Department of Business Dean, College of Teacher Education,
Management Arts and Sciences, and Agribusiness

Approved by:

THE BARANGAY CHAIRMAN

Barangay Chairman
Isabel, Leyte

APPENDIX EXHIBITS
 65

Appendix Exhibit A
NUMBER OF RESPONDENTS BY BARANGAY

Appendix Exhibits 1. Slovin’s Formula and Computation of Sample Size

The sample size was calculated using Slovin’s formula:

N
n= 2
1+ N e

where:

n - number of samples

N - population size

e - margin of error

These 387 respondents are derived from the total number of

households in the 24 barangays at a margin of error of 5% (see computation

12, 251
below).n=
1+ ( 12,251 ) ( 0.052 )
 66

12 , 251
n=
1+ ( 12,251 ) ( 0.0025 )

12 , 251
n=
1+ ( 30.6257 )

12 ,251
n=
31.6257

n = 387 respondents (household)

APPENDIX TABLES
 67

Appendix Table A

SAMPLE SIZE PER BARANGAY

Appendix Table A.1. Household in twenty-four (24) barangays in Isabel,

Leyte (n=387)
BARANGAY TOTAL OF NUMBER OF SAMPLE SIZE
POPULATION HOUSEHOLD (n)
Anislag 751 179 6
Antipolo 680 181 6
Apale 2,030 558 18
Bantigue 2,255 589 19
Bilwang 3,169 845 27
Binog 688 195 6
Can-andan 468 111 4
Cangag 771 206 7
Consolacion 860 236 7
Honan 1,223 316 10
Libertad 3,893 834 26
Mahayag 2,514 632 20
Marvel 4,722 1,179 37
Matlang 5,884 1,436 45
Monte Alegre 1,024 269 8
Puting Bato 845 229 7
 68

San Francisco 1,044 272 9

San Roque 1,644 363 11
Santa Cruz 2,311 491 16
Santo Niño 5,398 1,264 40
Santo Rosario 1,401 365 12
Tabunok 1,997 599 19
Tolingon 2,175 529 17
Tubod 2,264 373 12
Total 50,011 12,251 387
Source: Municipality of Population Commission in Isabel, Leyte

Appendix Table B

CONTINUUM TABLES

Each table displayed the standard bracket per profile with a

specific interpretation. The study's findings should refer to the continuum

tables made to facilitate its analysis. The following continuum table will be

used to describe the household size and the age of the respondents in 24

barangays:

Appendix Table B.1. Is the table for classifying the household size of

the respondent into three categories. These wether small, medium, or large.

Appendix Table B.1. Continuum table for the household size of the
respondents
HOUSEHOLD SIZE DESCRIPTION
2-4 members Small family
5-10 members Medium family
 69

Greater than 10 members Large family

Source: Municipality of Population Commission in Isabel, Leyte

Appendix Table B.2 Will be used to know the age range of consumers’

buying preferences between milled corn and rice in each barangay based on

their age (in number of years) and to determine their life cycle stage based on

age.

AGE DESCRIPTION
(in years)
5 - 14 Youth
15 - 24 Young Adulthood
25 - 44 Middle Adulthood
45 - 64 Older Adulthood
Above 65 Retirement
Appendix Table B.2. Continuum table for the age of the respondents
Source: Philippine Institute for Development Studies (PIDS)

Appendix Table B.3 determine whether the respondent has high or low

or moderate monthly income and also identify in which description the

respondents belong.

Appendix Table B.3 Continuum for the monthly income of the households

MONTHLY INCOME SYMBOL DESCRIPTION

(In Php)
Below 9,000 P Poor
9,000 to 21,914 LI Low-income but not poor
13,500 to 43,828 LM Lower Middle
16,000 to 76,669 M Middle
19,500 to 131,484 UM Upper Middle
22,000 to 219,140 UMN Upper Middle but not rich
219,141 and above R Rich

Source: Philippine Institute for Development Studies (PIDS)