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Upadated Market-Analy

Puto Calasiao is a popular rice cake from the town of Calasiao in the Philippines known as "Calasiao's White Gold". There are now many variations of puto available with different flavors, shapes, and sizes. Producing and selling puto can be a profitable business as they are inexpensive to make and popular with customers. Several leading producers in Calasiao produce thousands of pieces of puto daily. While the main puto market was temporarily relocated, sales have remained stable. Research shows puto has steady daily demand and sales are highest from Thursday to Monday when people shop at the local markets.

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342 views2 pages

Upadated Market-Analy

Puto Calasiao is a popular rice cake from the town of Calasiao in the Philippines known as "Calasiao's White Gold". There are now many variations of puto available with different flavors, shapes, and sizes. Producing and selling puto can be a profitable business as they are inexpensive to make and popular with customers. Several leading producers in Calasiao produce thousands of pieces of puto daily. While the main puto market was temporarily relocated, sales have remained stable. Research shows puto has steady daily demand and sales are highest from Thursday to Monday when people shop at the local markets.

Uploaded by

Edison Cabatbat
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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PUTO CALASIAO

MARKET ASSESSMENT

Market Analysis

Puto Calasiao is an iconic native delicacy known as “Calasiao’s White Gold”. Customers
of puto Calasiao were of great number that even tourist would be visiting there for the same
purpose. With these facts, it is no doubt that this place have excelled in the production and
marketing their particular product style of puto.

Nowadays, a lot of experimentation has been carried out by both home cooks and
producers to improve puto's general appeal that leads to the emergence of different flavors,
shapes, and colors that make a variation on the puto industry. Some producers offer nutritious
variants of puto such as, malunggay, squash, carrots and potato flavors as well as fruity flavors
like mango, melon, avocado and strawberry. There are also chocolate, mocha, and caramel
flavors that are suitable for those who love sweets. These specialized puto are prepared in
various sizes ranging from bite-sized morsels to individual cup-sized cakes portioned in molds.

For businesses, making and selling puto are hit business opportunities because
accordingly they are easily made, requires very little capital, affordable to the customers and
seller gain profit from it.

Leading Producers and Infrastructures

Puto production has been the major source of income for families in the villages of
Dinalaoan, Lumbong, Ambuetel and also some part of Nalsian Pangasinan. That’s why it’s been
part of the successive stories of those leading producers of Puto Calasiao such as Bella’s Puto
Calasiao of Mr. Rodolfo “Puto King” dela Cruz , who produces 50,000 pieces daily,the Calasiao
Puto Producer and Vendor Association and the Calasiao Puto Producers’ Multi-Purpose
Cooperative to name some.

As to its infrastructure, Calasiao town’s Puto Market is a key stopover site to tasting and
bringing home this local delicacy. Formerly located across the municipal hall but temporarily
relocated to the public plaza to give way to the widening of the Villamil Bridge.
Research Gap

Calasiao’s Puto is a popular native rice cake in the Philippines. Based on the study of
Visperas et al. (2014), a survey result shows that Puto is in demand every day. Also, in an
interview with, Mr. Jaime Pascua, one of the owner’s of Bella’s Puto, states that, they have high
sales during from Thursday to Monday because these are the market days in Calasiao. People,
look for “pasalubong” for their family after they go to the market.

Presented in figure below shows the


Best Selling Days of Puto bestselling days of Puto.

Saturday
Friday
Thursday
Wednesday Supply
Tuesday
Currently there are 33 registered
Monday Puto vendors in the in center place of
Sunday Calasiao. The Puto stalls were
0 1 2 3 4 5 6 7 8 9 10 demolished and vendors have been
temporarily relocated to the public plaza
to continue their business due to town’s
clearing operation and to give way to the
widening of Villamil Bridge. But according to De Vera (2019), Puto vendors told him that their
sales were stable and not much affected by the relocation.

In addition the price of Puto rose form 80 pesos to 100 pesos per kilogram because of tax
reform law that leveied excise tax on sugar and special rice, which are primary inputs in making
Puto. Puto producers agreed to uniformly raise prices, but the decision insofar has not affected
the demand for Puto, which remains to be the town’s top product.

On ordinary days, each of the 43 stalls sells at least 100 kg of puto a day. Bella’s Puto,
the biggest town producer, it sells about 600 kg a day on average and sells at least 1,000 kg each
day during the Christmas season (Inquirer,2018)

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