THE BEHAVIORAL PATTERN OF RETAILING FROZEN FOOD PRODUCTS IN THE ‘BER-MONTHS’ AT NOVALICHES, QUEZON CITY

Abstract

This study aims to determine the behavioral patterns associated with the retailing of frozen food products during the "Ber-months" in order to provide businesses with actionable recommendations. Convenience sampling was employed in Novaliches, Quezon City, and quantitative data were gathered through questionnaires. The findings revealed a significant difference in the retailing of frozen food products during the "Ber-months" compared to non-"Ber-months." Furthermore, the results indicated that frozen food products significantly impact retailers during the "Ber-months." With the help of the proposed recommendations, this study aims to guide retailers on how to effectively market frozen food products during this period. The researcher utilized a quantitative approach, employing a survey questionnaire and convenience sampling to gather data from frozen food vendor respondents. Based on the results of the study, which focuses on the behavioral patterns of retailing frozen food products, the "Ber-months" received a mean of 3.44, while the non-"Ber-months" received a mean of 3.04. Both periods had a z-critical value of 1.690. The proposed recommendations for retailing frozen food products during the "Ber-months" will help the beneficiaries understand how to optimize sales during this period. Additionally, income plays a role in lowering the price of frozen food products, influencing consumer purchasing decisions. In conclusion, customer retention is essential for maintaining the quality of frozen food products and ensuring repeat business. An efficient supply chain guarantees the fast and smooth transaction of frozen food products from suppliers to producers and ultimately to customers. During the non-“Ber-months,” income flexibility plays a crucial role by offering payment options that accommodate customers’ purchasing needs. Customer retention is further supported by providing a variety of frozen food options, allowing customers to choose based on their preferences. The supply chain also ensures that there is always an adequate stock of frozen food products ready for distribution. The researcher recommends implementing seasonal promotions and discounts during the “Ber-months” to attract more customers, while maintaining profitability to boost both customer acquisition and overall profit.