From Local Flavors to Global Brands: Investigating Consumer Chocolate Preferences in South Cotabato

HOLY CHILD CENTRAL COLLEGES, INC.

Abstract

This study examines chocolate consumer preferences in South Cotabato using a quantitative design with 400 respondents. Findings show the taste, price, packaging, brand, and social factors are the main drivers of purchase behavior and intention to buy local chocolates. The results provide valuable insights for producers and policymakers to enhance competitiveness while emphasizing cultural pride and sustainability.

Keywords: Chocolate preferences, consumer behavior,local brands,global brands,purchasing behavior, brand authenticity, cacao industry

Topic: Marketing and Fintech in Terms of Islamic Perspective