An exploratory market study for malunggay chips

Date

2010

Degree

Bachelor of Science in Agribusiness Management

College

College of Economics and Management (CEM)

Adviser/Committee Chair

Agnes T. Banzon

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Abstract

Farm Delight Malunggay Chips is a single proprietorship under the company name Ocean Fresh Products in Bacoor, Cavite. It is natural, exotic and nutritious product with no food coloring nor preservatives added. It is best enjoyed with selected dips as a snack, appetizer to favorite drinks, a side dish to enhance meals or one can just simply enjoy it by itself. The researcher‟s awareness of the increasing popularity of malunggay in the world market and the increasing population of health conscious individuals led to his desire to study malunggay specifically malunggay chips. As the population increases, healthy foods like malunggay chips is a good opportunity for future businessman like the researcher to venture into this kind of business. Changing consumer preferences and tastes to more healthy food products now is a big hit to most consumers. There is no study conducted yet on market acceptability of malunggay chips in the Los Banos, Laguna market. Hence, this exploratory market study was conducted to determine the market acceptability of malunggay chips in Los Banos, Laguna. Specifically, the study intended to describe the buying and consumption behavior of the consumers with regards to the product type, to determine the level of awareness and familiarity of consumers with malunggay chips, to identify attributes that are of value to consumers, to evaluate the product in terms of identified attributes, to establish positioning strategies based on the attributes of the product and to develop a marketing plan for the product if found acceptable in the market or to recommend possible actions to improved the product if it is found to be unacceptable. A purposive sampling method was used in the study. A total of 160 respondents were purposively selected to answer the questionnaires and participated in the taste tests through questionnaires and interviews. The Market and Consumer Survey involved usage, attitude and image survey, satisfier-dissatisfier residual analysis, actual product testing and price sensitivity analysis. The respondents were divided into four groups. Respondents aged 12-16 were classified as high school; those aged 17-22 were classified as college; those aged 23-30 were classified as young professionals; and those aged 30 and above were classified as adults. FGD was conducted to gather respondent‟s comments and suggestions regarding the attributes of the product. A total of five sessions of FGD and taste test were conducted throughout the study consisting of six individuals each per session. There was one session of FGD conducted for the elementary respondents. A total of 30 respondents participated in the FGD including elementary pupils. Market and consumer survey was analyzed using frequency counts and percentage distribution. The data gathered from the survey were analyzed using mean ratings and

rankings. To test if there were significant differences in the mean importance rating

between two consecutive ranks of malunggay chips attributes, Mann-Whitney non- parametric test was used. Chi-square test of Independence was used to determine whether

there were relationships between the mean acceptability ratings of respondents group with respect to malunggay chips attributes. Lastly, the results of actual product testing were subjected to Kruskal-Wallis Non-parametric test to determine whether there were significant differences among respondents group regarding their acceptability ratings on malunggay chips attributes. The results revealed that most of the respondents were fond of eating potato chips especially the cheese flavored. Jack‟n Jill was the most preferred brand of chips. They usually consumed one pack of chips in one sitting. Majority of the respondents purchased and consumed chips whenever they felt doing so. The results showed that the main reason of respondents for buying chips was usually for snacks. Taste was the most important attribute considered by the respondents. .

Majority of the respondents were not aware of malunggay chips. For the Satisfier- dissatisfier residual analysis, the results showed that the only satisfier attribute of

malunggay chips was its attractive packaging. The dissatisfier attribute was the taste itself. The remaining attributes such as color, odor, flavor, texture, shape, perceived health benefits and general appearance were found to be residual attributes. The results of the importance rating showed that the most favored and important internal attribute of malunggay chips was its perceived health benefits. However, for the external attribute, price affordability was a more important attribute than packaging. The respondents perceived the product as best for snack. In general, Farm Delight Malunggay Chips was found to be fairly acceptable in the market. However, the results showed that it was acceptable to only two respondent groups‟ namely young professionals group and on adult group. The most liked attribute of the product was the perceived health benefits and crispiness. However, the least liked attribute of the product was the taste itself. For the willingness to buy the product, only the adult respondents were willing to buy the product. Based on the results of Price Sensitivity Analysis, the acceptable price of “Farm Delight Malunggay Chips” was P 30. The results of Product name test revealed that the most preferred product name from the list given was “Nutri Green Chips”. The target market of the product would be young professionals and adult‟s respondents especially those who are working. It is recommended that a market study must be conducted in areas with characteristics different from the study area to determine the product‟s its market acceptability in another setting. Also, it is recommended that a Feasibility Study of Establishing a Malunggay Processing Plant must be conducted to help the potential investors or private companies who want to commercialize the product.

Language

English

Location

UPLB College of Economics and Management (CEM)

Call Number

CEMUT-1218

Document Type

Thesis

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