Chapter III

Profile of the Respondent

There were 30 respondents that was being surveyed using a survey

questionnaire. 5 BSBA MM students, 5 Criminology students, 5 Government

Employees, 5 Sari-Sari Store owner, and 10 Market Vendor were given

survey questionnaire respectively. Where 53% were Females, and 47% were

males (Table1) with ages ranging from 20-53 years old. 5 BSBA MM

students, and 5 Criminology students were also classified according to their

monthly allowance and the 5 Government Employees, 5 Sari-Sari Store

owner, and 10 Market Vendor were also classified according to their monthly

income. As job seekers become more educated and skilled, they expect to be

compensated accordingly. The cost of living in the Philippines is also

increasing, and employees need a salary that sustains their needs (Salary

Guide, 2023).

Table 1. Gender and monthly allowance of the respondents of Coconut

Veggie Tortilla Wrap

GENDER STUDENTS SARI-SARI STORE OWNER EMPLOYEES VENDORS TOTAL

F P F P F P F P Total

Male 6 20% 0 0 4 13% 3 10% 43%

Female 4 13% 5 16% 1 3% 7 25% 57%

TOTAL 10 33% 5 16% 5 16% 10 35% 100%

MONTHLY ALLOWANCE/INCOME

10,000 or less 10 33% 2 9% 0 0 0 0% 42%

10,000to15,00 0 0 3 10% 0 0 5 18% 28%

15,000 above 0 0% 0 0% 5 18% 6 20% 30%

TOTAL 10 33% 5 19% 5 18% 10 30% 100%

Table 2. Product awareness of the respondents on coconut veggie tortilla

wrap
Questions Frequency Percentage
1. Are you familiar with Tortilla wrap?
Yes 22 73%
No 8 27%
2. Do you eat Vegetables
Yes 29 97%
No 1 3%
3. Do you buy products like Tortilla Wrap?
Yes 15 50%
No 15 50%
4. What kind of Tortilla wrap have you tried
that is satisfying to you?
Corn Tortilla Wrap 8 27%
Flour Tortilla Wrap 12 40%
Vegetable Tortilla Wrap 9 30%
Spanish Tortilla Wrap 1 3%
5. Do you want to try Vegetable Tortilla Wrap?
Yes 24 80%
No 6 20%

Table 2 displays the results of a survey that measured respondents'

awareness of the Coconut Veggie Tortilla Wrap. The table indicates that 73%

of the respondents were familiar with the Tortilla Wrap, while 27% were not.

Additionally, it was found that 97% of the respondents consume vegetables,

while 3% do not. Moreover, 50% of the respondents buy products like Tortilla

Wrap, while the other 50% do not. Regarding the type of Tortilla Wrap that is
most satisfying to consumers ,40% answered Flour Tortilla Wrap, 30%

answered Vegetable Tortilla Wrap, 27% answered Corn Tortilla Wrap,and 3%

answered Spanish Tortilla Wrap. On the other hand, 80% of the respondents

expressed their desire to try the Vegetable Tortilla Wrap, while 20%

responded negatively.

Product awareness is a crucial aspect of marketing that focuses on making

consumers familiar with a particular product or brand. It involves creating

recognition and knowledge about a product among the target audience.

“Branding is endowing products and services with the power of a brand” -

Kotler & Keller, 2015. According to “Odunlami and Akinruwa, 2014” Product

awareness is the knowledge about the particular products a company offers

especially compared to those offered by its competitors. It is important when

making a product campaign that one chooses a type of product that can

easily be identified with one or what it is that one does. The product must be

useful to the recipient. Remember, one can always have one's name, logo,

contact information, and even a motto, creed, or saying added to one's

promotional product.

Table 3.Respondents Purchase Data of Coconut Veggie Tortilla Wrap

Questions Frequency Percentage
6. Do you prefer to buy similar products of
Tortilla Wrap?
Yes 26 87%
No 4 13%
7. Have you ever purchase Tortilla Wrap?
Yes
No
8. Where do you specifically buy Tortilla
Wrap?
Sari-sari Store 4 13%
Grocery Store 5 17%
Convenient Store 4 13%
Community Market 17 57%
9. Why you won’t buy similar products of
Tortilla Wrap?
Unavailability 24 80%
Interior 2 7%
Expensive 4 13%

The following data pertains to the purchase of Coconut Veggie Tortilla Wrap

by the respondents, as presented in Table 3. In response to question 6, 87%

of the respondents answered yes, while 13% answered no. In response to

question 8, 57% of the respondents answered Community Market, 17%

answered Convenient Store, and 13% answered Sari-sari store and Grocery

Store. On the other hand, question 9, 80% answered unavailability, 13% for

expensive, and 7% for Interior.

According to Fandos and Flavian (2006), purchase data refers to a consumer

behavior planned in a short period to make future purchases. In addition,

purchase data is used as a basis before consumers make real purchases

(Pandey & Srivastava, 2016).

In the context of sponsors, purchase data can be defined as "Increasing

consumer opportunities to buy sponsored products where the company

supports certain events" (Speed & Thompson, 2000). Purchase data provides

valuable insights that serve as a foundation for making strategic and well-

informed choices. By leveraging purchase data, consumers can improve their

shopping experience and increase their satisfaction.

Table 4 Respondents level of consumption on Coconut Veggie Tortilla Wrap

Question Frequency Percentag
e
10. How often do you buy Tortilla Wrap?
Once a day 10 33%
Twice a day 2 7%
Once a week 11 37%
11. How often would you like to buy Coconut
Veggie Tortilla Wrap?
 Once a day 9 30%
Twice a day 2 7%
Once a week 11 37%
12. How many packs do you usually buy at a
time?
1 to 3 packs 26 87%
4 to 6 packs 1 3%
6 to 10 packs 1 3%
More than 10 packs 2 7%
13. How many packs do you want to buy
Coconut Vegiie Tortilla Wrap at a time?
Once a day 10 33%
Twice a day 3 10%
Once a week 14 47%
14. For what reason do you buy/consume
products like tortilla wrap?
Affordability 13 43%
Good Taste 16 53%
Nice Packaging 1 3%
Availability 2 7%
15. For what reason do you consume
Coconut Veggie Tortilla Wrap?
Affordability 9 30%
Availability 2 7%
Good Taste 17 57%
Nice Packaging 2 7%

The table presented above displays the frequency of respondents'

coconut veggie tortilla wrap consumption. In question 10, 37% of the
respondents answered that they consume it once a week, while 33%
answered that they consume it once a day and 7% of the respondents
consume it twice a day. For question 11, 37% of the respondents answered
that they consume it once a week, 30% answered that they consume it once a
day, and 7% of the respondents consume it twice a day. Moving on to
question 12, 87% of the respondents answered that they consume 1 to 3
packs, while 7% answered that they consume more than 10 packs, 3%
answered that they consume 4 to 6 packs, and another 3% answered that
they consume 6 to 10 packs. For question 13, 47% of the respondents
consume it once a week, 33% consume it once a day, and 10% consume it
twice daily. For question 14, 53% of the respondents answered that it has
good taste, 30% answered that it is affordable, 7% answered that it is
available, and another 7% answered that it has nice packaging. Lastly, for
question 15, 57% of the respondents answered that it has good taste, 30%
answered that it is affordable, 7% answered that it is easily available, and
another 7% answered that it has nice packaging.

Present consumption should depend on current wealth and expected

future earnings, such that lifetime consumption should equal lifetime income.
According to (Keynes,1936), as the income increases, consumption increases
but not in the same proportion. Though the life cycle model is still widely
used(Deaton 2005), scholarship in economics, as well as behavioral
economics and sociology have challenged key assumptions of the rational
notions of consumption, reframing it to consider both behavioral and structural
factors which may also affect how individuals choose to spend their money
(e.g.,Duesenberry 1949;Shefrin and Thaler 1988).The consumption of
consumers on coconut veggie tortilla wraps can vary depending on various
factors such as regional preferences, dietary trends, and availability of
ingredients. Coconut veggie tortilla wraps are a popular choice among
individuals seeking a healthy and plant-based meal option.

Table 5 Respondents buying behaviour in purchasing Coconut Veggie Tortilla Wrap

Question Frequency Percentage

16. Are you willing to buy the Coconut Veggie
Tortilla Wrap if they are available in the market
or municipality?
Yes 30 100%
No - 0%

The table shown above that the consumer are willing to purchase Coconut

Veggie Tortilla Wrap if they are already available in the market.

Consumer behavior has been always of great interest to marketers. (Anderson

& Golden, 1984) Consumer behavior involves the psychological processes that

consumers go through in recognizing their needs, finding ways to solve these

needs, making purchase decisions (e.g., whether to purchase a product and,

if so, which brand and where), interpret information, make plans, and

implement these plans (e.g., by engaging in comparison shopping or actually

purchasing a product).

The descriptions of impulse buying before the study of Rook (1987) were

focused on the product while determining an impulse purchase. The earlier

studies did not include the consumer and his personal traits as the factor

influencing impulse purchases. The later year’s researchers aimed on the

personal impulsiveness by investigating the various behavioral aspects of

impulse buying. Rook (1987) argued that during impulse buying,the consumer
experiences an instantaneous, overpowering and persistent desire. He

characterized the impulse buying as unintended, non-reflective reaction,

which occurs soon after being exposed to stimuli inside the store. Rook and

Gardner (1993) defined impulse buying as an unplanned behavior involving

quick decision-making and tendency for immediate acquisition of the product.

Table 6 Respondents response to the packaging of Coconut Veggie Tortilla

Wrap

17. Is the packaging of Coconut Veggie Tortilla Frequenc

Wrap Presentable? y Percentage
Yes 30 100%
No - 0%

The table above shows that 100% of consumers find the Coconut Veggie

Tortilla Wrap packaging presentable.

A study by Kit L. Yam, Paul T. Takhistov, Joseph Miltz et al. (2006)

intelligent packaging is an emerging technology that uses the

communication function of the package to facilitate decision making

to achieve the benefits of enhanced food quality and safety. In this

paper, the term intelligent packaging is defined based on a

proposed model of packaging functions, which is consistent with the

historical development of food packaging.

According to (Meat Science,2005) Packaging innovations have been

developed to meet these needs for convenience, but have largely been

implemented outside of the meat industry. These include, but are not limited

to, lines of hand-held soups, self-heating cans and cartons that are replacing

the traditional steel can for retort purposes. The recent developments of films

that are ovenable in traditional as well as microwave ovens are critical to the
further advancement of convenience meat items. As well as protecting the

product, packaging contributes to efficient distribution, makes storage easy,

and can convey crucial handling information, all while promoting your

company at the same time.

Table 7. Price of the Coconut Veggie Tortilla Wrap that respondents are willing to

purchase

Question Frequency Percentage

18. At what price per pack

are you willing to buy the

Coconut Veggie Tortilla

Wrap?

Price Unit Packs

₱60 64 pcs 1 12 43%

₱80 70 pcs 2 13 30%

₱100 80 pcs 3 5 16%

The data presented in the table above shows the buying preferences of

consumers regarding Coconut Veggie Tortilla Wrap. Among the respondents,

43% indicated their preference for purchasing one pack of 64 pieces priced at

60. Additionally, 30% of the respondents preferred to buy two packs of 70

pieces each, for a total of 140 pieces for 80. Meanwhile, 16% of the

respondents chose to purchase 80 pieces at a cost of 100.

A study by Steven N. S. Cheung et al. ( 1974) states that fixing of price must

not be associated with direct government sales, purchases, or manipulation of

re- sources so as to maintain the regulated price; by this stipulation, price

"support" is also excluded. Even on such terms, legal regulations to control

price are still many and varied.

Another study by Alexandre Dolgui et. al (2010) states that Price is a major

parameter that affects company revenue significantly. This is why this paper

starts by presenting basic pricing concepts. Strategies, such as market

segmentation, discount, revenue management, price skimming, are

introduced.

Pricing is one of the most important aspects of launching a new product. If

you price too high, you may not get the sales you need to make your product

profitable. On the other hand, if you price too low, you may sell many units but

not make enough profit to sustain your business.