Marketability of kaong brown sugar in Indang, Cavite / by Lealyn S. Romilla.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Indang, Cavite : Cavite State University- Main Campus, 2015.Description: xi, 67 pages : illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
Subject(s): DDC classification:
  • 338.1  R66 2013
Online resources: Production credits:
  • College of Economics, Management, and Development Studies (CEMDS)
Abstract: ROMILLA, LEALYYN S. Marketability of Kaong Brown Sugar in Indang, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Indang Cavite. April 2013. Adviser: Ms. Iluminada R. Hernandez. The study was conducted in selected barangays of Indang, Cavite, namely: Bancod, Harasan, Kayquit, and Kaytambog. One hundred participants were randomly selected from four barangays by using a quota sampling method. The three types of brown Sugar included in the study were coco sugar, muscovado sugar and kaong brown sugar. It aimed to determine the socio-demographic characteristics of the participants in Indang, Cavite in terms of age, sex, civil status, educational attainment, household size, and family income; determine the acceptability of three types of brown sugar in terms of aroma, color, flavor, taste, and general acceptability; determine the participants’ preferred characteristics of brown sugar; determine the marketability of kaong brown sugar in terms of price, packaging, perceived quality, and awareness; determine the participants’preferred attributes of kaong brown sugar; and determine the participants’ likelihood of buying kaong brown sugar. Descriptive and experimental research designs were used in the study. Primary source of data was also obtained from the given prepared questionnaire. Data were collected through survey and were analyzed statistically using frequency count, weighted mean, rank and range. Most of the participants (46%) were 10 to 35 years old with mean age of 39. The participants were equally divided among male and female. More than half of the participants were married (54%), high school graduates belonged to household size of four to six and with family income of P1,000 to P15,000 monthly. Kaong brown sugar was the most acceptable in terms of color, flavor, taste, and general acceptability among the three brown sugars tested. Subsequently, in terms of its aroma it was moderately acceptable. Taste (2.06) was the most preferred characteristics of kaong brown sugar. Kaong brown sugar was “moderately marketable” in terms of price, packaging, and perceived quality and “slightly marketable” in terms of awareness. The overall marketability however was “moderately marketable”. Most of the participants (47%) will buy kaong brown sugar upon evaluation of its characteristics and attributes. It was recommended that intensive promotion of kaong brown sugar must be done - in order to make it more acceptable and competitive in the market. The university should also have a store inside the school premises wherein kaong brown sugar would be displayed and sold. Creation of distribution channels should considered for those consumers who want to acquire the product. On the other hand, producers or the developer of kaong brown sugar should also consider research on product development to be able the product compete with other more known brown sugars. For the additional information about the marketability of Kaong Brown Sugar, additional studies should be conducted in other areas of Cavite.
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Theses / Manuscripts Theses / Manuscripts Ladislao N. Diwa Memorial Library Theses Section Non-fiction 338.1 R66 2013 (Browse shelf(Opens below)) Link to resource Room use only T-5674 00009127

Thesis ( BS Business Management -- Marketing Management ) Cavite State University

Includes bibliographical references.


College of Economics, Management, and Development Studies (CEMDS)

ROMILLA, LEALYYN S. Marketability of Kaong Brown Sugar in Indang, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing. Cavite State University, Indang Cavite. April 2013. Adviser: Ms. Iluminada R. Hernandez.


The study was conducted in selected barangays of Indang, Cavite, namely: Bancod, Harasan, Kayquit, and Kaytambog. One hundred participants were randomly selected from four barangays by using a quota sampling method. The three types of brown Sugar included in the study were coco sugar, muscovado sugar and kaong brown sugar. It aimed to determine the socio-demographic characteristics of the participants in Indang, Cavite in terms of age, sex, civil status, educational attainment, household size, and family income; determine the acceptability of three types of brown sugar in terms of aroma, color, flavor, taste, and general acceptability; determine the participants’ preferred characteristics of brown sugar; determine the marketability of kaong brown sugar in terms of price, packaging, perceived quality, and awareness; determine the participants’preferred attributes of kaong brown sugar; and determine the participants’ likelihood of buying kaong brown sugar.

Descriptive and experimental research designs were used in the study. Primary source of data was also obtained from the given prepared questionnaire. Data were collected through survey and were analyzed statistically using frequency count, weighted mean, rank and range.

Most of the participants (46%) were 10 to 35 years old with mean age of 39. The participants were equally divided among male and female. More than half of the participants were married (54%), high school graduates belonged to household size of four to six and with family income of P1,000 to P15,000 monthly. Kaong brown sugar was the most acceptable in terms of color, flavor, taste, and general acceptability among the three brown sugars tested. Subsequently, in terms of its aroma it was moderately acceptable. Taste (2.06) was the most preferred characteristics of kaong brown sugar.

Kaong brown sugar was “moderately marketable” in terms of price, packaging, and perceived quality and “slightly marketable” in terms of awareness. The overall marketability however was “moderately marketable”. Most of the participants (47%) will buy kaong brown sugar upon evaluation of its characteristics and attributes.

It was recommended that intensive promotion of kaong brown sugar must be done - in order to make it more acceptable and competitive in the market. The university should also have a store inside the school premises wherein kaong brown sugar would be displayed and sold. Creation of distribution channels should considered for those consumers who want to acquire the product. On the other hand, producers or the developer of kaong brown sugar should also consider research on product development to be able the product compete with other more known brown sugars. For the additional information about the marketability of Kaong Brown Sugar, additional studies should be conducted in other areas of Cavite.

Submitted copy to the University Library. 05/19/2015 T-5674

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