ANTIQUE NATIONAL SCHOOL

Senior High School

San Jose de Buenavista, Antique

IMRAD Report of
Market Acceptability of
Sweet Potaro-Malunggay Cupcake
Of
Charmyne De Vera Sanglay (2015)

SUBMITTED BY :
12 TVL-RAMSAY
Faith Marie Vergara

Date of Submission :
May 10,2024
 ANTIQUE NATIONAL SCHOOL
Senior High School
San Jose de Buenavista, Antique

Market Acceptability of Sweet Potato Malunggay Cupcakes: A Study in the First

District of Laguna

Abstract

The Market Acceptability of Sweet Potato Malunggay Cupcake in the First District of Laguna
study scrutinizes consumer preferences and market potential within a localized context. In
response to the evolving food industry trends and heightened demand for health-conscious
products, this research aims to unpack consumer behavior dynamics and product acceptability
factors for the innovative Sweet Potato Malunggay Cupcake.

Through a descriptive research methodology and a meticulously selected sample size of 400
respondents, this study navigates through the demographic and psychographic profiles of
consumers in San Pedro, Binan, and Sta. Rosa to unveil insights into the product’s market
reception. The structured questionnaire serves as a strategic tool in deciphering consumer
sentiments, buying patterns, and the market potential for the Sweet Potato Malunggay Cupcake.

The research not only focuses on Identifying consumer preferences but also delves into market
acceptance rates, with a notable 64% of respondents showcasing willingness to purchase the
product. Furthermore, the study sheds light on consumer trends such as the inclination towards
supermarket purchases and pricing sensitivity, offering valuable considerations for product
development and marketing strategies.

By extrapolating intriguing findings on consumer behavior, product acceptability, and market

demand projections, this research holds profound implications for the food industry landscape in
the First District of Laguna. The study not only contributes actionable insights for product
enhancement and market entry strategies but also underscores the potential for long-term market
growth and sustainability.

In essence, this research serves as a comprehensive guide towards understanding consumer

preferences, market acceptability trends, and strategic pathways for introducing the Sweet Potato
Malunggay Cupcake into the local market. The study’s findings unveil a promising trajectory for
product acceptance and market integration, setting the stage for informed decision-making and
impactful product positioning strategies in the dynamic culinary milieu of the First District of
Laguna.

Introduction
 ANTIQUE NATIONAL SCHOOL
Senior High School
San Jose de Buenavista, Antique

In the dynamic landscape of the food industry, understanding consumer preferences and market
acceptability is paramount for the successful launch and growth of new products. The Market
Acceptability of Sweet Potato Malunggay Cupcake in the First District of Laguna represents a
pivotal study that delves into consumer behavior and demand trends within a specific geographic
area.

A. Research Context:

The burgeoning interest in health-conscious and innovative food products has reshaped consumer
choices and expectations. The unique blend of flavors and nutritional benefits offered by the
Sweet Potato Malunggay Cupcake presents an opportunity to cater to the evolving tastes of
discerning consumers.

B. Research Objectives:

At the core of this study is the exploration of consumer acceptability and market potential for the
Sweet Potato Malunggay Cupcake among residents in the First District of Laguna, encompassing
the vibrant locales of San Pedro, Binan, and Sta. Rosa. By identifying consumer preferences,
buying behavior, and product acceptability factors, this research aims to provide actionable
insights for product development and market entry strategies.

C. Research Scope and Limitations:

The study adopts a descriptive research approach to gather in-depth information on consumer
preferences and market dynamics. A sample size of 400 respondents was carefully selected to
represent the diverse consumer base within the target district. The use of a structured
questionnaire, incorporating both demographic and psychographic profiles, enables a
comprehensive analysis of consumer attitudes towards the Sweet Potato Malunggay
Cupcake.Some limitations of this study include a relatively small sample size, limited geographic
scope, and potential biases in respondent selection. Additionally, the study focused solely on
consumer preferences and willingness to purchase, without considering other factors such as
competition analysis or market trends. Moreover, the study’s findings may not be generalizable to
other regions or demographics without further research and validation.

D. Research Significance:

This research holds significant implications for the local food industry in the First District of
Laguna, offering insights that can guide product positioning, pricing strategies, and distribution
channels. By uncovering consumer sentiments and preferences, the study contributes valuable data
to inform strategic decision-making and enhance the market success of the Sweet Potato
Malunggay Cupcake.
 ANTIQUE NATIONAL SCHOOL
Senior High School
San Jose de Buenavista, Antique

E. Structure of the Research Report:

Structured within the IMRAD framework, this research report is poised to explore the nuances of
consumer behavior, market acceptability rates, and demand projections for the Sweet Potato
Malunggay Cupcake. The subsequent sections will unveil detailed findings, analysis, and
discussions that illuminate the path towards successful product adoption and market integration.

With a focus on consumer-centric insights and market dynamics, this study endeavors to shed
light on the market acceptability of the Sweet Potato Malunggay Cupcake, offering a strategic
roadmap for product enhancement and market penetration in the vibrant culinary landscape of the
First District of Laguna.

Methods

The research study employed a descriptive research design to collect data from the target market
in the first district of Laguna. A sample size of 400 respondents was determined, and a survey
questionnaire was developed to gather the necessary information. The questionnaire included
questions related to the demographic and psychographic profiles of the consumers to understand
their preferences and willingness to purchase the product. After collecting the data, it was
organized, analyzed, and interpreted to generate meaningful findings.

1. Designing Research Methodology:

The research methodology involved designing methods for collecting information, testing and
retesting these methods, and establishing a proven methodology for the study. Procedures included
defining respondents, survey area, sample size, data collection methods, questionnaire design, and
statistical instruments.

2. Data Sources:

- Primary Data: Personal interviews with households and students in San Pedro, Binan, and Sta.
Rosa to analyze the acceptability of the Sweet Potato Malunggay Cupcake.

- Secondary Data: Gathered from the cupcake maker, websites, books, and population census data
for San Pedro, Binan, and Sta. Rosa.

B. Survey Area and Respondents:

1. Survey Area:

- The study covered the First District of Laguna, specifically San Pedro, Binan, and Sta. Rosa.

2. Respondents:
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- Total sample size: 400, including households and students in the survey area.

C. Research Design:

1. Descriptive Method:

- The study used a descriptive method to understand the acceptability of the Sweet Potato
Malunggay Cupcake.

2. Data Collection and Analysis:

- Interviews conducted with households and students to gather data on product acceptability.

- Data was analyzed using statistical tools and instruments to determine market acceptability.

D. Control Procedure:

1. Quality Assurance:

- Questionnaires underwent rigorous analysis, revisions, and brainstorming to ensure data quality.

- Question sequence carefully designed for optimal data collection.

E. Statistical Tools

Data gathered, were analyzed through the following statistical instruments:

Population

To come up with the most appropriate representation that will determine the market acceptability
of “Sweet Potato-Malunggay Cupcake”, the proponents decided to conduct the survey from the 1 st
District of Laguna.

Sample Size

The proponents first determined the total population of the municipalities, involved in the study,
with in San Pedro, Binan and Sta. Rosa. The sample size and the sample were derived from the
municipality. The Sloven’s formula was utilized for the computation of the sample size:

Where:

N = Population
E = Margin of Error
N = Sample Size

Given:
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San Jose de Buenavista, Antique

N = 914,480
E = 5% or 0.05
N=?

Formula: n = N

1 + Ne2

Computation: n = 914,480

1 + 914,480 (0.05)2

= 914,480

1 + 914,480(0.0025)

= 914,480

1 + 2,286.2

= 399.825

= 400

Percentage or Relative Frequency Distribution

It is the fraction of all observations which fall into a category. The percentage for a category is
then the proportion multiplied by 100.

In symbol, it is expressed as:

P I = nI / n (100)

Where:

PI = percentage

nI = any number falling into a category

n = total number of observations

Results

Based on the findings of the study, it was determined that the majority of respondents in the first
district of Laguna are females. Additionally, the psychographic analysis revealed that most
consumers are willing to buy the product at supermarkets and are willing to pay a price of 8 pesos.
Furthermore, a significant percentage of respondents (64%) expressed their willingness to
purchase the proposed Sweet Potato Malunggay cupcakes.
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Demographic Profile

Table 4.1

Educational Attainment

Educational Attainment Frequency Percentage

Primary 59 14.75%
Secondary 177 44.25%
Tertiary 76 19%
Others 88 22%
Total 400 100%

Table 4.1 shows that out of 400 respondents, 59 or 14.75% have an educational

attainment of primary, 177 or 44.25% are secondary, 76 or 19% are tertiary and 88

or 22% are other than those mentioned earlier.

Table 4.2

Age

Age Frequency Percentage

18-27 89 22.25%
28-37 59 14.75%
38-47 76 19%
48-57 168 42.25%
Others 48 12%
Total 400 100%
Table 4.2 shows that out of 400 respondents, 89 or 22.25% aged 18-27, 59 or

14.75% aged 28-37, 76 or 19% aged 38-47, 168 or 42.25% aged 48-57 and 48 or

12% aged other than the given ones.

Table 4.3

Gender

Gender Frequency Percentage

 ANTIQUE NATIONAL SCHOOL
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Male 136 34%

Female 264 66%
Total 400 100%

Table 4.3 shows that out of 400 respondents, 136 or 34% are male while 264 or

66% are female.

Table 4.4

Location

Location Frequency Percentage

San Pedro 134 33.5%
Biñan 131 32.75%
Sta. Rosa 135 33.75%
Total 400 100.%

Table 4.4 shows that out of 400 respondents 134 or 33.5% are located in San

Pedro, 131 or 32.75% are located in Biñan and 135 or 33.75% are located in Sta.

Rosa

Table 4.5

Customer who eat vegetables

Response Frequency Percentage

Yes 332 83%
No 68 17%
No Response 0 0%
Total 400 100%

Table 4.5 shows that out of 400 respondents, 332 or 83% are eating vegetables and

68 or 17% are not eating vegetables.

Table 4.6

Customer who eat Malunggay

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Response Frequency Percentage

Yes 256 64%
No 76 19%
No Response 68 17%
Total 400 100%

Table 4.6 shows that out of 400 respondents, 256 or 64% are eating Malunggay and

76 or 19% are not eating Malunggay.

Table 4.7

Customer who preferred to eat Malunggay Cupcake

Response Frequency Percentage

Yes 228 57%
No 28 7%
No Response 144 36%
Total 400 100%
Table 4.7 shows that out of 400 respondents, 228 or 57% are preferred to eat

Malunggay Cupcake and 28 or 7% are not preferred to eat Malunggay Cupcake.

Table 4.8

Customer who eat Sweet Potato

Response Frequency Percentage

Yes 268 67%
No 132 33%
No Response 0 0%
Total 400 100%

Table 4.8 shows that out of 400 respondents, 268 or 67% are eating Sweet Potato

and 132 or 33% are not eating Sweet Potato.

Table 4.9

Customer who preferred to eat cupcake made from sweet potato flour
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Response Frequency Percentage

Yes 169 42.25%
No 99 24.75%
No Response 132 33%
Total 400 100%

Table 4.9 shows that out of 400 respondents, 169 or 42.25% are preferred to eat

cupcake made from Sweet Potato flour and 99 or 24.75% are not preferred to eat

cupcake made from Sweet Potato flour.

Table 4.10

Cupcake preferred by customer

Response Frequency Percentage

Tested Cupcakes 152 38%
Malunggay cupcake made
from sweet-potato flour
with leche flan filling 248 62%
Total 400 100%

Table 4.10 shows that out of 400 respondents, 152 or 38% preferred to eat the

tested cupcake and 248 or 62% preferred to eat the “Malunggay cupcake made from

sweet-potato flour with leche flan filling”.

Table 4.11

Ingredients that customers doesn’t like in the “Malunggay cupcake made

from sweet-potato flour with leche flan filling”

Response Frequency Percentage

Malunggay 114 28.5%
Sweet Potato Flour 23 5.75%
Leche Flan 15 3.75%
No Response 248 62%
Total 400 100%
 ANTIQUE NATIONAL SCHOOL
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San Jose de Buenavista, Antique

Table 4.11 shows that out of 400 respondents, 114 or 28.5% do not like the
Malunggay in the product, 23 or 5.75% do not like the Sweet Potato flour and 15 or
3.75% do not like the Leche Flan. Table 4.12

Reasons why customers like the “Malunggay cupcake made from sweet-
potato flour with leche flan filling”

Response Frequency Percentage

Healthy Ingredients 97 24.25%
New taste Preference 62 15.5%
Taste 89 22.25%
No Response 152 38%
Total 400 100%

Table 4.12 shows that out of 400 respondents, 97 or 24.25% like the healthy

ingredients of the product, 62 or 15.5% like the product because of their new taste

preference and 89 or 22.25% like the taste of the product.

Table 4.13

Customers who will buy “Sweet Potato-Malunggay Cupcake with Leche Flan
Filling”

Response Frequency Percentage

Yes 256 64%
No 144 36%
No Response 0 0%
Total 400 100%

Table 4.13 shows that out of 400 respondents, 256 or 64% have answered
positively that they are going to buy Sweet Potato-Malunggay Cupcake with Leche
Flan Filling while 144 or 36% have answered negatively, meaning they are not going
to buy the said proposed product. Table 4.14

Customers Reasons why they will buy “Sweet Potato-Malunggay Cupcake

with Leche Flan Filling”
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Response Frequency Percentage

Health Benefit 102 25.5%
Taste 72 18%
Both 82 28.5%
No Response 144 36%
Total 400 100%

Table 4.14 shows that out of 400 respondents, 102 or 25.5%% have replied that

they will buy the proposed product because of its health benefits, on the other hand

72 or 18% have responded “it is because of its taste” and lastly, 82 or 28.5% have

reasoned out “it is because both health benefits and taste were put into

consideration why they will buy the said product”.

Table 4.15

Customers’ Reasons why they will not buy “Sweet Potato-Malunggay

Cupcake with Leche Flan Filling”

Response Frequency Percentage

Taste 35 8.75%
it cannot compete w/other
tested cupcake 69 17.25%
Both 40 1%
No Response 256 64%
Total 400 100%

Table 4.15 shows that out of 400 respondents, 35 or 8.75% have replied that they

will not buy the proposed product because of its taste factor, 69 or 17.25% have

risen for the reason that the product cannot compete with other tested cupcakes,

and 40 or 1% have chosen for both taste and being incompetent of the proposed

product with other tested cupcakes.

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Table 4.16

How often the customer will buy the product

Response Frequency Percentage

Once a week 58 14.5%
Twice a week 101 25.25%
Thrice a week 97 24.25%
No Response 152 38%
Total 400 100%

Table 4.16 shows that out of 400 respondents, 58 or 14.5% will buy the product
once a week, 101 or 25.25% twice a week and 97 or 24.25% thrice a week. Table
4.17

Price that the customer preferred to buy the “Malunggay cupcake made
from sweet-potato flour with leche flan filling”

Response Frequency Percentage

8 php 159 39.75%
9 php 59 14.75%
10 php 38 9.5%
No Response 144 36%
Total 400 100%

Table 4.17 shows that out of 400 respondents, 159 or 39.75% prefers to buy the

new product at 8php, 59 or 14.75% at 9php and 38 or 9.5% at 10php.

Table 4.18

Place that the customer preferred to buy the “Malunggay cupcake made
from sweet-potato flour with leche flan filling”

Response Frequency Percentage

Convenient Store 54 13.5%
Supermarket 154 38.5%
Market 48 12%
No Response 144 36%
Total 400 100%
 ANTIQUE NATIONAL SCHOOL
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Table 4.18 shows that out of 400 respondents, 54 or 13.5% prefers to buy the

product at the convenient store, 154 or 38.5% at the supermarket and 48 or 12% at

the market.

Market Acceptability Analysis:

1. Market Acceptability Rates:

- Gross Market Acceptability Rate: 64%

- Less: Conservatism Rate: 25%

- Net Market Acceptability Rate (NMAR): 39%

2. Market Potential Calculation:

- Total Number of Population: 914,480

- Multiply by NMAR (39%): Market Potential = 35,665

3. Demand Projection:

- No. of Respondents willing to buy:

- Once a week: 58 x 52 = 3,016 units per year

- Twice a week: 101 x 104 = 10,504 units per year

- Thrice a week: 97 x 156 = 15,132 units per year

4. Potential Demand:

- Total Potential Demand: 28,652 units per year

Implications of Market Potential:

- Analysis of the projected demand based on the market acceptability rates and respondent buying
patterns.
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- Interpretation of the potential demand for the Sweet Potato Malunggay Cupcake in the First
District of Laguna.

- Discussion on the significance of the market potential in determining the product’s market
acceptance and consumer demand.

Comparison with Acceptability Findings:

- Comparison of the calculated market potential with the initial acceptability findings from the
research study.

- Evaluation of how the projected demand aligns with the acceptability rates and consumer
preferences identified in the study.

- Insights into the market potential’s impact on product development, marketing strategies, and
business opportunities in the cupcake market.

Future Considerations:

- Recommendations for further analysis and research to refine the market potential estimates and
validate the projected demand.

- Suggestions for potential strategies to capitalize on the identified market potential and expand
the reach of the Sweet Potato Malunggay Cupcake in the local market.

Discussion

A. Market Acceptability Analysis:

The study on the Market Acceptability of Sweet Potato Malunggay Cupcake in the First District of
Laguna reveals insightful findings regarding consumer preferences and market potential. The high
level of consumer willingness, with 64% expressing interest in purchasing the product, indicates a
promising acceptance rate among the target market. The identified consumer preference for
purchasing the cupcake at supermarkets and at a price point of 8 pesos highlights key
considerations for product placement and pricing strategies.

B. Consumer Behavior Insights:

The demographic analysis showing a majority of female respondents suggests a gender-based

preference that could influence marketing and advertising strategies. Moreover, the psychographic
profile identifying the preference for a plastic container underscores the importance of packaging
in consumer decision-making. These insights into consumer behavior can guide product
development and marketing efforts to align with consumer preferences and enhance product
appeal.
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C. Product Development and Marketing Strategies:

The consumer feedback on packaging preferences, specifically the preference for a plastic
container, presents an opportunity for product differentiation and branding. The price sensitivity
displayed by consumers towards the 8-peso price point indicates the need for strategic pricing
strategies to maximize consumer value perception. Furthermore, the consumer willingness to
purchase at supermarkets emphasizes the importance of effective distribution channel
management to reach target consumers efficiently.

D. Market Entry and Expansion Strategies:

Based on the positive market acceptability findings, it is recommended to pursue market entry in
the First District of Laguna for the Sweet Potato Malunggay Cupcake. Leveraging the identified
consumer preferences and acceptability rates can provide a competitive advantage in the local
market. The study’s insights suggest a potential for sustainable market growth and expansion
opportunities beyond the initial target area by capitalizing on consumer demand and preferences.

E.Future Research Directions:

Future research considerations may include conducting additional product testing to fine-tune
product features, pricing strategies, and packaging designs based on consumer feedback.
Exploring market expansion opportunities beyond the First District of Laguna could lead to
broader market reach and increased product visibility. Continuous consumer engagement
strategies are recommended to maintain product relevance, address changing consumer
preferences, and ensure long-term market acceptance and success.

In conclusion, the discussion highlights the significance of the research findings in identifying
consumer preferences, market potential, and strategic considerations for product development and
market entry. The insights provided by the study offer valuable guidance for shaping product
strategies, enhancing consumer engagement, and maximizing market opportunities for the Sweet
Potato Malunggay Cupcake in the First District of Laguna and potentially beyond.

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San Jose de Buenavista, Antique

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San Jose de Buenavista, Antique

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