Consumers' and vendors' acceptance and behavior on pork branding with preferred quality indicators in selected wet markets in Metro Manila

The study was conducted to determine the most important pork quality indicators desired by consumers and vendors, and the acceptance to branded pork with preferred quality indicators of the vendors and consumers in the wet markets in the Philippines. The study utilized the descriptive normative-survey method. There is very strong direct relationship between the family income and the willingness to pay premium. There are ten quality indicators most preferred by vendors and consumers. “Guaranteed safe” indicator has the highest score followed by “freshness in appearance and smell.” However, there is no significant difference in the rankings of the top ten quality indicators by vendors and consumers. Vendors and consumers who underwent the same survey on the acceptance of branded pork over regularly sold in wet markets have equal population variances. Transforming branded pork into real value-added products entails deep understanding of consumers’ and vendors’ family income, occupation, information on demands and benefits, and other factors.