Market Acceptability of Dim Sum Among College Students in Iligan City

Abstract

This study examined the market acceptability of siomai, siopao, and xiao long bao among college students in Iligan City. The research aimed to identify students’ preferences, consumption patterns, and the factors influencing their acceptance of dim sum products in terms of affordability, accessibility, taste, aroma, texture, and visual appearance. The study utilized a quantitative-descriptive and inferential research design with survey questionnaires adapted from the Usage, Attitude, and Image (UAI) framework. A total of 224 college students from different colleges in Iligan City were selected through stratified random sampling. Data were analyzed using descriptive statistics, correlation analysis, and Independent Samples t-test through Jamovi software. Findings revealed that most respondents were female, aged 19 years old, and had weekly food allowances ranging from P 500– P 1,000. Among the three dim sum products, siopao emerged as the most preferred, while xiao long bao was the least preferred. Most students consumed dim sum two to three times a week, with three to four pieces being the common serving size. In terms of acceptability, taste received the highest positive evaluation, followed by texture, smell, and visual appearance. Correlation analysis showed significant positive relationships among sensory attributes, indicating that students who highly rated one attribute also tended to rate the others positively. Furthermore, the Independent Samples t-test revealed that male and female respondents differed significantly only in their evaluations of smell and visual appearance, while affordability, accessibility, taste, and texture showed no significant differences. The study concludes that dim sum products, particularly siopao, have high market acceptability among college students in Iligan City. Sensory attributes, especially taste, play an important role in influencing students’ preferences and purchasing behavior. The findings also suggest the potential for introducing healthier and affordable dim sum alternatives that meet students’ demands for convenience, accessibility, and nutritional value.