Impact of Price Sensitivity on Locally Produced Vegetables on Consumer Buying Decision

Abstract

In today’s economy, rising food costs and the growing need to support local agriculture have made price sensitivity a critical factor in consumer decision-making. This study, titled “Impact of Price Sensitivity on Locally Produced Vegetables on Consumer Buying Decision,” was conducted in Cabiao, Nueva Ecija, with the goal of understanding how local consumers respond to the pricing of locally grown vegetables and how this affects their buying behavior.
A quantitative research design was employed, using purposive sampling to target individuals who regularly purchase locally produced vegetables. Data were collected through a structured survey and analyzed using weighted mean to determine levels of agreement, as well as Pearson’s correlation coefficient and Kendall’s Tau to assess the relationship between price sensitivity and consumer buying decisions.
The findings revealed that most consumers strongly agreed that price is a vital factor in their purchasing decisions. Both price importance and price search behavior significantly influenced consumer preferences, confirming that affordability and perceived value are key considerations.
Based on these findings, the researchers recommend that local farmers and retailers adopt competitive yet sustainable pricing strategies to attract price-sensitive consumers. Government agencies and policymakers are also encouraged to support initiatives that promote affordable access to locally grown produce. Ultimately, this research contributes to strengthening the local economy, promoting environmental sustainability, and serving as a valuable foundation for future studies on consumer behavior and local food systems.