Preliminary assessment of direct-to-consumer genetic testing market in the Philippines / Joanne Krisha M. Lacsamana

Date : May 22, 2018
Number of Pages : 47 leaves
Adviser : Prof. Edison D. Cruz

Abstract

Direct to consumer genetic testing has existed globally. However, only a few outsource-based companies are offering such services in the Philippines. This study was done to assess the potential market of direct to consumer genetic testing in the Philippines. Incorporation and development of marketing strategies by looking into market segmentation and getting feedbacks from potential customers for their product preferences were done. An online survey was conducted to assess and look for potential customers as well as their product preferences. Results showed that 82% of the respondents are interested on availing the service and may confirm a high potential of DTCGT market in the Philippines. Also, majority of the respondents prefer services like disease susceptibility and nutrition and wellness, and are included in the age group of 25-34, or what is commonly known as "Generation Y, or Millennials". This segmentation using age were identified to be a viable candidate to be a beachhead for the industry to strive and reach the mass market.