FROM LOCAL FLAVORS TO GLOBAL BRANDS: INVESTIGATING CONSUMER CHOCOLATE PREFERENCES IN SOUTH COTABATO

Holy Child Central Colleges Inc.

Abstract

The global chocolate industry is undergoing rapid transformation, driven by evolving consumer preferences, ethical sourcing demands, and health-conscious trends. In South Cotabato, a province known for its premium cacao, local chocolate producers face increasing competition from international brands. This study investigates the demographic profile, consumption habits, and key factors influencing consumer preferences and purchase intentions toward local chocolate products. Using a descriptive-correlational design, data were collected from 400 stratified respondents aged 20 and above through a self-developed survey instrument. The study examined eight variables-taste, flavor, price, packaging, nutritional value, social factors, promotions, and brand-and their predictive relationship with the intention to buy local chocolate. Results revealed that taste, flavor, and brand were the strongest predictors of purchase intention, while price and packaging showed moderate influence. Social and promotional factors varied across age and income groups. The findings underscore the importance of aligning local chocolate branding with consumer values such as authenticity, quality, and cultural relevance. Strategic insights from this research offer actionable recommendations for local producers, marketers, and policymakers to enhance competitiveness and sustainability in the regional cacao value chain.

Keywords: consumer behavior, chocolate preferences, local branding, purchase intention, South Cotabato, descriptive-correlational study

Topic: Marketing and Fintech in Terms of Islamic Perspective