Chapter 1

Marketing Aspect

Current Market Situation

Biscuit products sustained to escalate as consumers contemplated

reasonably priced indulgent snacks. With the health and wellness trend

becoming an increasingly vital aspect, growing numbers of consumers are

reaching for good-for-you features of biscuits, such as whole grain or varieties

enriched with milk and fruit pieces. With that, the researchers came up with the

idea of creating another strain of biscuit enhanced with health nutrition using

vegetables as the core ingredient. The vegetable biscuit will go through the

identical process as that of a home-made biscuit.

Biscuit manufacturers are bringing new products to consumers as they

crave for something distinctive from the plain-looking and ordinary tasting biscuits

they have used to for many years. Recently, RITZ developed their product by

introducing new product lines such as wafers and chocolate coated biscuits

(such as choco sticks) to its already wide array of baked products while Rebisco

now carries a wide variety of snack food ranging from nuts and seeds, cakes,

wafers, breads, chips and curls, candies and gums, and chocolates through the

creation of new partners over time such as JBC Food Corportion, Suncrest Food

Inc., Multirich Food Corporation, Pinnacle Food Inc., and SPI Corporation. On the

other hand, Monde Nissin Corporation concentrated on their product type, as the

sources say that crackers (such as Sky Flakes, Blue Skies, Magic Flakes, etc.)

are the best-selling variety followed by sweet biscuits (such as Eggnog, Marie,

etc.) and wafers like TiniWini, through the help of its sister company Monde M.Y.

San Corporation, they evolved into a premier food firm. Biscuit manufacturers

introduced different packaging and product formats to cater to all consumption

occasions. They also modified existing products via ingredient upgrades, to cater

to changing consumer preferences and needs. Business companies are likely to

focus more on reformulating biscuits recipes and on more unique flavours, as

they seek to address the issues of health and obesity and also to promote

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sustainable development and local production. With regard to health-positioned

products, more wholegrain and fortified/functional varieties are expected with

low-calorie versions as well as single-portion variants.

With rising globalization of lifestyles, supported by increasing affordability,

biscuits saw rising acceptance as a snack not just amongst urban consumers,

but also amongst rural consumers, who are increasingly seeing biscuits as a

good snack option between meals that is why they choose impulse products to

indulge themselves, so offering bolder flavours, unusual flavour combinations

and fun textures will be important ways to keep consumers engaged and

indulged.

SWOT Analysis

Strengths

There are no existing competitors that are directly involved in producing

vegetable biscuit as that of Reviscuit’s.

Reviscuit uses an advance technology for the products.

The product is primed from vegetables that are available all year around.

Reviscuit will produce biscuit with nutritious ingredient, vegetable, without

sacrificing the taste.

There will be a variety of exclusive flavours, such as malunggay, pumpkin,

carrots and sweet corn.

Weaknesses

There will be a tight competition with the other brands offering biscuits.

Because Reviscuit uses advanced technology, maintaining its machineries

and equipments will be costly.

Since the product is based entirely on vegetables, natural calamities may

create changes in the supply of vegetables.

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Customers may be uncertain to taste the new product since people

perceive that vegetables have unsavoury taste.

Customers might be discourage to buy because the product is made from

unpopular variety of vegetables

Opportunities

The biscuit industry in the Philippines is emerging according to

Euromonitor International, a statistics and strategy research website.

People are becoming more conscious about the outcome of certain foods

to their health. Reviscuit’s vegetable biscuits will be suitable for those who

are concerned on the nutritional contents of foods.

The health and wellness trend, coupled with the government initiative to

eradicate the problem of malnutrition among children from low-income

families, will influence new product developments.

The Philippines has a rising population and biscuit is a stable snack for

today’s generation.

Customers are changing their lifestyles, therefore, changing their

preference.

Threats

Because the demand for fortified biscuit product is expected to increase,

this will give way to more competitors.

The increase in the number of businesses engaged in selling and

producing healthy snacks also increases both direct and indirect

competitors.

Change in the Administration (Government Officials) will also mean

change in their plans toward health.

Customers might choose other snacks like sandwiches or junk foods.

New confectionary shop is a big threat to Reviscuit.

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Product Objectives

1. To combine the health benefits of the diverse kinds of vegetables with the

stable snack of today’s generation

2. To supply those who are in a hurry a healthy yet filling snack for them

3. To present innovative flavours of biscuit that will capture the attention of all

types of consumers

4. To produce a product that will be an equivalent to one meal

Market Segment

Market segmentation is a technique that enables a business to target and

divide the market into a distinct group of consumers who have common needs

and wants.

Segmenting a group of consumers will make it easier for REVISCUIT to

better understand and analyze the needs of these consumers and to produce a

product that meets the benefits they want and their ability to pay.

REVISCUIT will apply mainly the Psychographic Segmentation; the basis

of such segmentation is the lifestyle, personality and social class of the

individuals. Since REVISCUIT’s main objective is to use vegetable as the main

ingredient of its products, the business will be focusing on the healthy lifestyle of

the consumers. The business aims to produce and distribute a healthier and

more nutritious version of crackers at an affordable price that gives the business

a marketing edge.

Target Market

Buying biscuits is one of the frequent behaviour of Filipinos at any time

they want to munch something especially when it comes their breakfast and

merienda. It has developed into a custom that when people sense hunger of their

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tiring jobs, exhausting school works and strenuous daily activities, they buy some

nibbles to fill up their starvation. From breads to cupcakes, Filipinos in this day

and age have an increasing assortment of snacks to choose from. But, one by no

means goes out of trend ever since it was initially launched to the market, and

that is biscuit.

Since urban areas comprise of many enterprises and considered as a

core of trade and commerce, a business undertaking of a healthier biscuit

product will possibly be exceptionally marketable. Biscuit is absolutely pleasing to

students principally, those children in their early schooling age as their recess

snacks since with its reasonable price and its nutritional contents will help them

to carry on of their school tasks and needless to say, its hunger-filling

characteristics. Notwithstanding using vegetables as its key ingredient, it will still

be satisfying for their taste buds since we will be neutralizing the bitter taste of

vegetables. It will also be marketable to adults who want quick snacks for their

break time or at whatever time they get hungry. The vegetable biscuits will

delight consumers principally those health aware ones since the product is

deliberately devised to bring them the nutritional content that they’re insufficiently

getting from existing biscuit products. In general, the product is fitting for all ages,

but Reviscuit’s veggie biscuits, being a newly innovated product, converge more

on the consumers who are eager to try something new – specifically the people

who have standard income since they can pay for new offerings in the market.

Market Positioning

Reviscuit will create its name as a vegetable crackers producer in

Caloocan City. The biscuit that the business will produce provides the health

benefits of vegetables. As it provides nearly all of the vitamins and minerals

required for good health, most of them contain complex carbohydrates which

provide energy. They also contain no cholesterol, have little or no fat, and are low

in calories. The vegetable biscuit product of Reviscuit ensures that their

consumers will get proper nutrition from its ingredients. Unlike other plain

crackers which are either salty or mild, Reviscuit is made just right to suit your

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taste and on top of your health and wellness. The business’ tagline,

“Masustansiya na, Masarap pa” truly explains it all. Delicious and very affordable,

you get more than your money’s worth with vegetable crackers. As a quick fix for

meals, Reviscuit are satisfying but still light on your waist line. Its calorie content

is just enough to keep their energy up but is not too much to be fattening.

Competitors

Rebisco

From its  humble  beginning  as  England 

Biscuit Factory  in August 1963 in San Juan,

Metro Manila, to what is now known as

Republic Biscuit Corporation; generations  of 

Filipinos  have  been enjoying Rebisco’s

basic portfolio of biscuits and now its wide

range of snack foods. Rebisco has a variety of products from Assorted

Biscuits, Biscuits with filling, Cookies with filling, Gourmet Cookies such as

Chunkee and Plain Biscuits/Crackers such as Rebisco Crackers, Hansel

Crackers, Buddy Crackers, Ace Crackers, King Flakes, Bravo Biscuits,

Jungle Bites Cookies, Coco Honey and Marie Time. With its growing

extensive distribution network, market research, and technology and

product development, Rebisco soon positioned itself as one of the major

players in the snack food industry.

Monde M.Y. San Corporation

From its humble beginnings, originating from the

Escolta Ice Cream Parlor in Manila in 1935, the founders,

the Mar Family, have taken a tradition of creating

delectably wholesome snack foods into a new age. Monde

M.Y. San Corporation has been in the business of baking a

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wide assortment of superlative crackers and biscuits since 1935, which today are

enjoyed the world over, by folks from all walks and nations. Leading brands

SkyFlakes crackers and Fita crackers have been enjoyed by a great many

generations of thoroughly satisfied consumers. As such, these heritage brands

have held the number one spot in their respective categories on the Philippine

market. The products were also initially sold abroad to Fil-Asian markets since

the 1970's.

Universal Robina

Universal Robina Corporation

(URC) traces its beginnings all the

way back to 1954. It is committed to

bringing Filipino taste and culture

worldwide, in line with JG Summit’s

vision to make life better, not only for

Filipinos, but for the rest of the world.

1966 saw the establishment ofUniversal Robina Corporation, which pioneered

the salty snacks industry through Chiz Curls, Chippy, and Potato Chips, under

the “Jack ‘n Jill” brand. Other snack products would follow over the years, as the

company successfully introduced market leaders like Pretzels, Piattos, and

Maxx. URC is one of the leading biscuit producers in the country. As of this day,

they own brands of cookies like Presto, Cream-O and Dewberry and crackers

like Magic Flakes, Magic Creams and Magic Flavors.

.

Marketing Mix Strategies

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Marketing mix is a concept that describes the different kinds of tools a

business has to use to bring a product or service into the market and to attract

and retain as many customers as possible. Reviscuit will start its business and

will promote its products through the use of the four P’s (4Ps) of the marketing

mix. The 4Ps consists of product, price, place, and promotion. Marketers need to

use these in order to lead the business towards success.

Product

The country is in need of a nutritious and healthy food to keep pace with

their daily life. This will serve as the competitive advantage of our business

enable to penetrate to the market. The products of Reviscuit are as follows;

Carrot biscuit (29%), Corn biscuit (28%), Squash Biscuit (18%) and Malunggay

Biscuit (25%). Reviscuit tenders improved biscuits predominantly made of

pulverized vegetables as an alternative for flour and specifically produced for the

health-conscious people. This biscuits savour like their respective vegetable

ingredient but with neutralized bitter taste. It is different from any other vegetable

themed products because the business venture uses vegetable as flour and not

as flavouring.

Price

Pricing must constantly be weighed up because it will indeedaffect the

quantity of customers. It must be affordable for the consumers. The price of

Reviscuit products is barely the same than those of its competitors because the

enterprise and the competitor’s target market is barely the same. We used cost

plus strategy in order to set the price of our products.

Place

The manufacturing plant will be positioned in Sampalucan St., Barangay

21, Caloocan City. Caloocan City is a strategic place for a business because it is

the gateway of different cities and provinces. Our scope is within South Caloocan

only. The place is proximate to the sources of raw materials and supplies. The

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place is also nearby the main roads which are increasingly used when

transporting the goods to distribution channels. The place is one ride away from

major establishments such as Caloocan City Hall, Divisoria, Malabon City

Square, SM North Edsa and others so conveyance of necessary materials is

undemanding as to effort and time. And since, the location is close to schools,

offices and other business establishments, the demand for biscuits is rationally

guaranteed because the neighbouring communities are in need of a nourishing

and heaving with health benefit-snacks.

Promotion

Advertising the business on its introductory stage requires an effort of

attracting customers that are into eating biscuit and at the same time seeking for

a healthier and more satisfying counterpart. Print advertising such as leaflets and

flyers will be used for the opening of the business. Leaflets and flyers are good

ways of communicating with the target audience as it presents the information

about the business and what services are offered. The use of this tool does not

need a large budget and yet the response rate can be relatively high.

Normally, advertising on this kind of business goes to the DPC yellow

pages and creating a free facebook page over the internet could add up to the

publicity of the business. But as an introduction, a tarpaulin will be used for

advertising the business, as well as leafleting and a website through page

hosting. Businesses today are more on advertising through the web in order to

attract customers who spend more time in front of their computers.

Marketing Program

DATE PROGRAM MECHANIC BUDGET

One week

before

operation

Flyers Flyers will be used as a promotional

campaign to introduce Reviscuit to

the people, especially to the patrons

of Caloocan.

P 1,400

First day Free-sampling Free-sampling or Free-tasting, is a P 6,000

15

of

operation

common way of promoting a new

product into the market. Sample

biscuits will be displayed and

presented by the food

crews/attendants to the people who

will pass by the area.

Start of

operation

to an

indefinite

period of

time

Social

Networking

Site

(Facebook)

Since the generation today live on

technologies, the use of computer

will be an advantage. The business

will have its own site.

FREE

Start of

operation

to an

indefinite

period of

time

Prints on the Packaging

The packaging of the products

bears the name and logo of the

business and information such as

the location of the business and the

tagline. This also includes the paper

bags.

P 1,000

Leaflets and flyers

These will be handed to the people surrounding the section of the

business and also to the people bypassing through the major street of Caloocan

City. This will help the Reviscuit out of spreading the label of the biscuit and

fostering awareness concerning the healthy advantages of the product. This type

of advertisement is very effectual and is usually incurred at a minimal cost.

Flavors of biscuit offered

Price

Business address and contact number

Business hours

Business Slogan

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“Masustansya na, Masarap pa”

Tarpaulin

Business Name, Address, Contact No.

Business Logo

Business Hours

Business Slogan

“Masustansya na, Masarap pa”

Flavors of biscuits offered

Free tasting

Reviscuit will extend free-tasting, this is to invite potential customers.

Those people near the business location will be given the oppurtunity to taste the

vegetable biscuits made by Reviscuit without charge.

Social Media Marketing

Social media networks are the most common means of communication

nowadays among people from different social networking sites such as Facebook

and Twitter. It is so much easier now for people to connect with their family,

friends and even strangers. Also, because of these SNS (social networking

sites), it is less complicated to share stuff like photos, videos and reviews to

everyone. Therefore, this is one of the more convenient ways to advertise

Reviscuit.

Through this marketing, everyone who has access to the internet will be

easily informed with the introduction of a new product in the market. The flavors,

the price range, and even the health benefits of Reviscuit products can be put in

detail in any SNS for free. Social media marketing is also Reviscuit’s way to

communicate with customers to get reactions, comments, suggestions and any

type of feedback.

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Website through facebook.com http://facebook.com/Reviscuit

Prints on the packaging

The packaging of vegetable biscuit itself serves as an advertisement. The

logo, business name, contact details for inquiries and the location of the business

are printed on each packaging materials.

Analysis of Demand and Supply

Computation of Demand

To compute for the estimated total demand for vegetable biscuits, the

researchers consider the following based on the results of the accomplished

survey questionnaires:

a. According to the report released by www.caloocancity.gov.ph, there are

approximately 1,264,497 residents of Caloocan City based on the 2010

figures compounded for 3 years using 2.37% annual growth rate but

considered only 609,695 residents as our total population because the point

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Figure 1.4 Screenshot of the website

of distribution is only within South portion of Caloocan City. This number

represents those whose age is 15 and above because they are the ones who

have the buying capacity.

b. From the total population, we get a sample size of 300 by using a

statistical tool called Sloven Formula with a margin of error of 6%.

n= number of samples N= total population e=error margin

n= N/ (1 + Ne^2)

n= 609,695/ (1 + 609,695(.06^2))

n= 277 or 300 samples

Based on the survey, we found out that there are about 41.36% of the

population who prefer eating biscuits as their snack. This is equivalent to

252,170 persons which was derived from multiplying 609,695 by

41.36%.

From Question#5, the researchers determined that 77.27% are willing to

try different flavors of biscuits aside from those available in the market.

That would be 77.27% of 252,170 or 194,852 persons.

But based from Question#6, 75.67% of 194,852 persons or 147,445 are

willing to eat vegetable based biscuits. The 147,445 figures serves as

the total demand for the product.

c. As a result, the estimated total demand for every vegetable biscuit flavor is

as follows:

What vegetables do you think will be

appetizing to you as a biscuit?

No. of

respondents Percentage

Spinach 42 8.84%

Squash 63 13.26%

Malunggay 84 17.68%

Carrots 96 20.21%

Sweet Potato 4 0.84%

Green Peas 37 7.79%

Monggo 29 6.11%

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Corn 97 20.42%

Jicama/Singkamas 18 3.79%

Ampalaya 4 0.84%

Ginger 1 0.21%

Total 475 100.00%

8.84%

13.26%

17.68%

20.21%

0.84%

7.79%

6.11%

20.42%

3.79% 0.84% 0.21%

What vegetables do you think will be appetizing to you as a biscuit?

SpinachSquashMalunggayCarrotsSweet PotatoGreen PeasMonggoCornJicama/SingkamasAmpalayaGinger

In the survey questionnaire, the respondents ranked which vegetables

they wish to try as a flavor of ice cream. This will help the researchers to identify

what vegetables are possible flavors of their biscuits

Computation of Supply

(a) (b) (c) (d)

Sari-sari stores selling Customers Estimated Estimated

20

biscuits

bought biscuits

per hour

customers who

bought biscuits

per 5 hours

customers per

day

b x 5

JOY DONOR'S STORE 4 2035

3 15

C.L. VERGARA'S

STORE

7 35

60

5 25

R.M. SALUD STORE 6 3065

7 35

C.B.C. SARI SARI

STORE

9 45

70

5 25

ALDAY SARI SARI

STORE

6 30

45

3 15

EHRISSA SARI-SARI

STORE

4 20

35

3 15

J. MERLAN STORE 4 2050

6 30

AUNALD SARI-SARI

STORE

2 10

45

7 35

21

Total Supply 405

Computation of Total Supply

Average biscuit sold by Sari-sari

stores/day 51

Approximate no. of sari-sari stores within

South Caloocan 2,542

Total

Supply 129,642

The researchers conducted an observation for two days, January 11 and

12, 2013. The total supply is computed by getting the average biscuit sold per day

based on observed sari-sari stores which is 51 biscuits/day (405 divided by 8) and

multiplying it to approximate no. of sari-sari stores within South Caloocan – 2,542

(Acquired from multiplying the average number of sari-sari stores/baranggay by

164 baranggays in South Caloocan. Based on these data, the competitors can

supply 129,642 biscuits per day.

Market Share Analysis

Every business must determine their market share that will serve as basis

of marketing strategies of the establishment. It will define the extent of market

that we need to satisfy. Out of the total available market which is 13.73%, we

made our capacity to supply based on our resources. We have 2 baking oven

and 2 dehydrators and 100 pieces of biscuits requires approximately 1 hour and

30 minutes of preparation. Our business hour is 10 days. And we got 1,780

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Baranggay

Number of Sari-sari

stores

Brgy, 81 - Morning Breeze Subdivision 17

Brgy, 93 - Grace Park, Caloocan 11

Brgy, 11 –Sangandaan 15

Brgy, 147 - Bagong barrio 19

Average 15.5

packs of biscuits based on our capacity which is 10% of the available market as

shown in the graph.

Therefore market share is computed by dividing the capacity to supply to

the available market.

They all increase by 2.37% every year following the population growth rate

of the city.

Note: Capacity to produce annually: 469,999 packs

Projected Demand and Supply

Based on the completed demand and supply, the competitors have an

unfilled demand of 17,803 per day. The researchers estimated their projected

demand of (7,797 x 25%=1,949.25= 1,950) packs of biscuits a day based on their

estimated production capacity. Based on an interview conducted with an owner of

sari-sari store, their peak sales is on weekdays where students are going to

schools.

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YearProjected

GrowthMarket Share

2013 2.37% 10.00%2014 2.37% 10.24%2015 2.37% 10.48%2016 2.37% 10.73%2017 2.37% 10.98%2018 2.37% 11.24%2019 2.37% 11.51%

Year Demand SupplyDemand Supply

Gap2013 147,445 129,642 17,803 2014 150,939 132,715 18,225 2015 154,516 135,860 18,656 2016 158,178 139,080 19,099 2017 161,927 142,376 19,551 2018 165,765 145,750 20,015 2019 169,693 149,205 20,489

The demand and supply bases of 147,445 and 129,642, respectively for

the computation of projections were based on the observation by the researchers

conducted on January 11 and 12, 2013, 8:00 AM and 4:00 PM which is the time

when biscuits are mostly bought for snacks.

The researchers were able to compute for the projected supply and

demand for the next 7 years using the information gathered. According to the

demographic data published by Caloocancity.gov.ph, the population of the city

increased at a compound annual growth rate of 2.37% between 2005 and 2010.

Following the 5-year projection, there will be a percent increase in sales for the

next seven years following the 2.37% growth in the first seven years. Using the

data, the researchers followed the trend. Projected supply and demand for 7

years was computed by increasing the first seven years by 2.37%.

Product Survey

Survey Results

No. of

Respondents Percentage

Below 13 Years Old 25 8.49%

13-22 Years Old 71 23.70%

23-32 Years Old 61 20.46%

33-42 Years Old 39 13.08%

43-52 Years Old 47 15.52%

53-62 Years Old 39 12.96%

63 years old and above 17 5.80%

TOTAL 300 100.00%

24

8.49%23.70

%

20.46%

13.08%

15.52%

12.96%

5.80%

Survey Results

Below 13 Years Old 13-22 Years Old23-32 Years Old 33-42 Years Old43-52 Years Old 53-62 Years Old63 Years Old and Above

The age bracket of the respondents is considered in determining the

target market because people’s interest and lifestyle change as they age.

According to the survey, out of 300 respondents, majority of them are the youth.

In that case, the youth are the ones who are not afraid of trying new things or

experimenting, like new food products.

When hungry, what snack do you prefer?

No. of

respondents Percentage

Cupcake 66 22.03%

Chips 51 17.03%

Bread 59 19.57%

Biscuit 124 41.36%

TOTAL 300 100.00%

25

22.03%

17.03%

19.57%

41.36%

When hungry, what snack do you prefer?

CupcakeChipsBreadBiscuit

The respondents were asked what snacks they prefer in order to estimate

the potential buyers of the product. In accordance with the survey, out of 300

respondents, majority of them prefer biscuits. It proves that biscuits are driven by

its growing appeal; therefore, it is treated as a wholesome snack option, and

perhaps a healthier substitute to sweet treats such as sugar and chocolate

confectionery.

Do you eat biscuit?

No. of

respondents Percentage

Yes 300 100.00%

No 0 0.00%

TOTAL 300 100.00%

1

Do you eat biscuit?

YesNo

26

From this question, the researchers were able to narrow down the number

of respondents who really biscuit although they prefer other types of snacks

based on the preceding question. But the 100% result will not be used in the

analysis of demand.

How often do you eat biscuit?

No. of

respondents Percentage

Daily 105 35.13%

2-5 times a week 184 61.22%

Occasionally/Rarely 11 3.66%

TOTAL 300 100.00%

35.13%

61.22%

3.66%

How often do you eat biscuit?

Daily2-5 Times a WeekOccasionally/Rarely

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What factors do you

consider in buying

biscuits?

No. of

respondents

Weighted

Average

Ranking

Taste 1002 3.34 1st

Brand or name 1488 4.96 4th

Price 1459 4.86 3rd

Flavors 1340 4.47 2nd

Amount of servings 1491 4.97 5th

Presentation/Packaging 1768 5.89 7th

Nutritional content 1662 5.54 6th

The respondents were also asked how often they eat biscuit in order for

the researchers to at least have an idea of the demand for the product.

Determining how often the respondents, or the potential customers, buy biscuit

will tell if the demand for biscuit is consistent.

3.34

4.96

4.86

4.474.97

5.89

5.54

What factors you consider in buying biscuits?

TasteBrand or namePriceFlavorsAmount of servingsPresentation/PackagingNutritional content

**Ranked from lowest (first thing to consider) to highest (last thing to consider).

Some factors are considered by the respondents in buying biscuits. The

researchers will use this information to identify the points where they will have to

improve their product.

Will you consider trying a different taste of

biscuit aside from those already available in the

market?

No. of

respondents Percentage

Yes 232 77.27%

No 68 22.73%

TOTAL 300 100.00%

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Total Ranking (Taste) 1002

Divided by: Number of respondents 300

*Weighted Average 3.34

77.27%

22.73%

Will you consider trying a different taste of biscuit aside from those already available in

the market?

YesNo

To determine the potential customers are willing to experiment a variation

of biscuits, the researchers inquired if the respondents can try different flavors of

biscuits aside from those that are already available in the market.

Will you try biscuits made from vegetable

flour?

No. of

respondents Percentage

Yes 176 75.67%

No 56 24.33%

TOTAL 232 100.00%

The

researchers asked if the respondents will try biscuits made from vegetable flour

to tell if they are that health conscious.

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75.67%

24.33%

Will you try biscuits made from vegetable flour?

Yes

No

How much are you willing to pay for a 25g pack

of vegetable biscuit?

No. of

respondents Percentage

Php 6 96 41.59%

8 87 37.71%

10 30 13.12%

12 18 7.57%

TOTAL 232 100.00%

41.59%

37.71%

13.12%

7.57%

How much are you willing to pay for a 25g pack of vegetable biscuit?

Php 6.00Php 8.00Php 10.00Php 12.00

How much are you willing to pay for a 200g pack

of vegetable biscuit?

No. of

respondents Percentage

Php 45 101 43.59%

47 94 40.73%

49 30 12.96%

51 6 2.73%

TOTAL 232 100.00%

30

43.59%

40.73%

12.96%2.73%

How much are you willing to pay for a 200g pack of vegetable biscuit?

Php 45.00Php 47.00Php 49.00Php 51.00

The costing of the product is also considered by the researchers by asking

the respondents how much they are willing to pay for a particular serving of

vegetable biscuits. This will serve as their basis on up to what price the

researchers can sell their product that the customers are willing to buy.

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